Upleveled Discount Grocers

The Winn-Dixie St Johns store located in Northern Florida is one of the first in the United States to feature the value chain's new in-store concept. The rebrand provides added value for consumers and introduces waste-reducing features such as self-serve bulk food sections, as seen in high-end supermarkets such as Whole Foods.

The Winn-Dixie St Johns also boasts a prepared foods area, a sitting area with free coffee and WiFi, a large wine section with a wine steward and a serve-yourself salad bar, among other fun features like a barbecue bar and a cheese shop.

Overall, this progression is linked to the need for retailers practicing the everyday low pricing strategy to provide an enhanced store experience that overshadows the objective value of the product.