MILWAUKEE, Wis., Sept. 21 /PRNewswire/ -- Shoppers in the Milwaukee area
will find the proverbial "pot of gold" when they discover the new Rainbow
Foods stores, set to open at 8 a.m. on Saturday, September 22.
That's because they'll find the full selection of products they need at
incredibly low prices. What's more, shoppers will be amazed when they see the
quality and selection of produce and meats. Simply stated, no other retailer
in the Milwaukee market comes close to matching Rainbow's "Fresh for Less"
concept.
The first four Rainbow Foods stores in the Milwaukee market are located at
1535 E. Moreland Blvd., Waukesha; 6300 W. Brown Deer Road, Brown Deer; 4771 S.
27th Street, Greenfield; and 1230 Capital Drive, Pewaukee. Formerly operating
as Sentry stores, the stores were closed on September 18th and completely
overhauled for their grand re-openings as Rainbow Foods stores. Dallas,
Texas-based Fleming (NYSE: FLM) owns and operates Rainbow Foods.
16,000 Items Reduced in Price
One of the final steps to converting the stores to the Rainbow Foods
format was to lower the prices -- not on just a few items, but on more than
16,000 items throughout the store. "We dramatically lowered prices," said Pat
Liska, President Eastern Operations for the Fleming Retail Group. "In today's
economy, we all want to see our dollar go a little further. Rainbow Foods
customers will truly notice the difference on the register tape. And lower
prices means high quality, because of the increased sales volume that keeps
the freshest products moving quickly through the store."
"Our produce selection and quality are second to none," noted Liska.
"Rainbow sells more produce as a percentage of its total sales than virtually
any other retailer. With that kind of volume, customers are assured that
Rainbow's produce is high quality at a low price."
The same is true of the meat selection. "Our butchers inspect every cut of
meat in the store," emphasized Liska. "Milwaukee-area customers simply won't
find a better, fresher selection of meat products, especially not at the
everyday low prices Rainbow offers."
So How Do They Do It?
So how does Rainbow keep its prices so low? "We keep prices low by
keeping our costs low. Savings are passed along to our customers," said
Liska. Rainbow reduces its costs by keeping its stores simple, and by other
cost-saving measures, such as having customers sack their own groceries.
"Fancy fixtures and decor cost a lot of money to install and maintain day-
after-day. Rainbow stores deliver everything our customers want and need --
including a complete selection of all the national brand products they know
and want -- in a clean, simple, easy-to-shop store."
Fleming operates the Rainbow concept, known in the industry as a "price
impact" grocery store, in seven states throughout the West and Midwest. These
stores generally have exceptionally high volume and low costs with their
trademark no-frills format. The stores carry the popular national brands and
high-quality store brand items.
More to Come
The four Rainbow stores opening on September 22nd are just the first of a
total of ten stores slated for the Milwaukee area market. Additional store
openings are planned for later this year. Stores opening on the 22nd, as well
as all future store openings, will hold grand opening festivities. As part of
the grand opening, Rainbow is making an important contribution to the
Milwaukee area community.
A contribution to the American Red Cross and a contribution to the
American Heart Association will be made in conjunction with Rainbow's market
entry. Additional contributions will be made to the Boys and Girls Club of
Milwaukee, Food Pantry of Waukesha County and the Muscular Dystrophy
Association. "Part of the Rainbow concept is to give back to the communities
we serve," said Liska.
Fleming is the industry leader in distribution and has a growing presence
in value retailing. Fleming's primary business is buying and selling
merchandise. The company serves approximately 3,000 supermarkets including
more than 700 North American stores of global supermarketer IGA and other
regional banners, 6,800 convenience stores and more than 2,000 supercenters,
discount, limited assortment, drug, specialty, and other businesses across the
country. To learn more about Fleming, visit our Web site at http://www.fleming.com .
CONTACTS:
(Media) Shane Boyd 972.906.8824
(Media) Randy Hatcher 972.906.8823
(Investors-Equity) Meredith Anderson 972.906.8592
(Investors-Debt) Matt Hildreth 972.906.8126
SOURCE Fleming
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Related links:
http://www.fleming.com
CONTACT:
media, Shane Boyd, +1-972-906-8824, or Randy
Hatcher, +1-972-906-8823, or investors-equity, Meredith Anderson,
+1-972-906-8592, or investors-debt, Matt Hildreth,
+1-972-906-8126, all of Fleming
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