Food Service & Agriculture, Marketing, PR & Advertising, and Retail

Grocery chain wraps $18.3M re-branding project

May 20, 2019
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Family Fare store renovation dairy section
The dairy section of a re-opened Family Fare store. Courtesy SpartanNash

A locally based grocery chain has re-opened 18 stores after an $18.3-million re-branding process that created 120 jobs.

Byron Center-based SpartanNash adopted the slogan “keeping it real” for all of its Family Fare supermarkets, according to the company yesterday.

The new branding is designed to “deliver an exceptional customer experience” based on “what today’s shoppers want, when they want it, in every department of the store.”

The new branding has five aspects or “brand promises”: “keeping it real local”; “keeping it real with value beyond price”; “keeping it real with affordable wellness”; “keeping it real socially smart”; and “keeping it real fun and affordable.”

To deliver on the five promises, SpartanNash invested in the group of Family Fare stores throughout West Michigan.

“Real local”

SpartanNash promises the Family Fare stores will support local farmers, businesses and the community — with thousands of local products in every aisle, including fresh produce from local farmers and locally sourced products.

“Value beyond price”

Family Fare pledges to keep prices low and offer weekly deals — including grab-and-go meals and ready-made sides and starters, plus the ability to have orders shopped by Fast Lane personal shoppers via curbside pickup and at-home delivery.

“Affordable wellness”

Family Fare will provide affordable choices and help customers “live better, healthier and happier” — with low- and no-cost generic medications and Timely Meds personalized pill punch packs with a four-week supply of medications — to make taking multiple medications easier and more organized. Family Fare also has a Living Well team committed to helping customers.

“Socially smart”

Family Fare is committing to social, environmental and corporate consciousness, including brighter, energy-efficient refrigerated cases designed to reduce energy consumption by 20 percent and keep products fresher longer. Family Fare will also support programs such as Double Up Food Bucks, the Fair Food Pledge, animal welfare and clean, easy-to-read labels and reduced ingredient lists on Our Family and Open Acres items.

“Fun and indulgent”

New products will be added to Family Fare shelves every day, as well as Betty Kaye’s — where smoked meats are prepared on site by Family Fare pit masters and paired with special recipe rubs, sauces and hot sides — and the Fresh Divide, where customers can select fruits and vegetables and have produce experts slice, dice, chop or julienne them for free. Family Fare is also offering gourmet popcorn in several flavors, including cheddar gold, candy corn and Midwest mix, as well as in-store taquerias with taco and burrito bars.

West Michigan stores with the new Family Fare branding

6370 Lake Michigan Dr., Allendale

2245 84th St. SW, Byron Center

1181 W. Randall St., Coopersville

6480 28th Ave., Georgetown Township

1415 Fulton St. E., Grand Rapids

5241 Northland Dr., Grand Rapids

2755 Lake Michigan Dr., Grand Rapids

1225 Leonard St. NE, Grand Rapids

4325 Breton Rd. SE, Grand Rapids

3960 44th St. SW, Grandville

1185 S. Washington Ave., Holland

993 Butternut Dr., Holland

5221 Cherry Ave., Hudsonville

1965 Baldwin St., Jenison

6127 Kalamazoo Dr. SE, Kentwood

2275 Health Dr. SW, Wyoming

2900 Burlingame Ave. SW, Wyoming

9479 Riley St., Zeeland

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