Giant Food Stores Launches 'Guaranteed Value' Line, 'Neighborhood Drugstore' Concept

CARLISLE, Pa. -- With one-stop shopping quickly becoming a growing trend, Giant Food Stores here and its Williamsville, N.Y.-based Tops Markets sister division are embarking on two new ways to add even greater value for customers: a new "Guaranteed Value" grocery and household product line and a new "Your Neighborhood Drugstore," concept for its heath and beauty care and sundries categories.

"The Guaranteed Value product line offers the cost-conscience customer an even greater selection of price points to manage their household budgets," said Denny Hopkins, the chain's v.p., advertising and public relations. "Customers no longer have to travel to discount stores or wait for common items to go on sale, because they can expect to pay the same low price for Guaranteed Value products every time they shop."

Giant's debut of the new value line follows on the heels of a new "Consistent Low Price" (C.L.P.) initiative unveiled by Ukrop's Super Markets earlier this week for more than 8,000 items. Other regional retailers have made similar price-reduction moves in the past year, including Pittsburgh-based Giant Eagle, which debuted a price-impact ValuTime line while at the same time embarking on an aggressive EDLP consumer campaign to appeal to more value-oriented shoppers.

Marketed under the "Guaranteed Value" brand name, Giant shoppers will find prices averaging 20 percent to 35 percent less than they would pay for similar national brands. A prominent yellow-blue-and-red label will enable customers to quickly identify the brand on more than 70 products throughout the store, including cleaners, laundry detergents, paper products, and trash bags. Among other "Guaranteed Value" categories are cat litter, dog and cat food, cereals, cookies, juices, ice cream, spices, and salad dressings.

Meanwhile Giant's new "Your Neighborhood Drugstore" concept will help customers find a selection of everything found at a traditional drugstore, but at much lower prices.

"Your Neighborhood Drugstore at Giant offers our customers the same quality and selection of products that they would find at their local drugstore, but at prices that will save them money," said Jodie Daubert, Giant's v.p. of general merchandise, health and beauty care, and fuel. "We hope that customers will come to think of us as the smart alternative to the conventional drugstore by offering everything customers need all under one roof."

Your Neighborhood Drugstore at Giant includes a pharmacy staffed with a professional pharmacist to fill prescriptions and provide information about healthy living, drugs, disease, and diet. The pharmacy also includes a special Diabetic Center with a variety of products targeted to the diabetic community. The department is available at those Giant locations that already