JACKSONVILLE, Fla. – The parent company of Winn-Dixie has changed the name of six of its Jacksonville stores to Harveys Supermarkets. There among 73 Southeastern Grocers' locations across the Southeast that are making the switch.
The company made the change official Wednesday morning with simultaneous ribbon-cutting ceremonies at all of the stores.
The company said the switch is designed to attract a different demographic of shoppers and designed to meet the needs of customers on a budget.
"The first shock is the Harveys name," Southeastern Grocers vice president Shawn Sloan said. "People don't always understand where the name comes from, but once they see the store and see the value and see the the pricing and all the things we offer, it's been a really good experience."
Winn-Dixie said it decided to open more Harveys locations in Jacksonville after seeing success at a store that opened in May of this year on Edgewood Avenue.
The makeover includes fresh yellow paint, new uniforms and a cleaner look.
On top of all the physical changes, every Harveys store will have a dollar zone, offering items like paper towels, candy and cereal for $1.
"You're going to see an entire beauty section here, all priced relatively well. A great produce department with local offerings," Sloan said.
Perhaps the biggest change is in the meat department, where the assortment will be tailored specifically to what the customer is looking for at a better price.
"It is exciting," shopper Nikiyeria Borden said. "They have cake and music. So, it is very exciting to see something different."
The six Jacksonville stores making the change are at these locations:
- 777 Market Street
- 2261 Edgewood Ave. W.
- 5909 University Blvd. W.
- 3000 Dunn Ave.
- 5250 Moncrief Road W
- 201 W. 48th Street
The shift doesn't mean the end of Winn-Dixie stores. There will still be Winn-Dixie stores to shop in around Jacksonville.
Southeastern Grocers also owns Bi-Lo grocery stores.