Safeway celebrates makeover

Canada Safeway formally unveiled its multi-million dollar redevelopment of its location here Friday, revealing a store converted to what the company’s calling a “customer-focused and much-anticipated lifestyle format.”
And the excitement around the event was nearly palpable as droves of customers flocked to the store on Friday and Saturday, not only to see the new store but take advantage of specials, sample food, and try to win prizes such as iPod shuffles.
“I said to my staff this morning, ‘Today, Fort Frances has the nicest grocery store in Canada, so let’s enjoy the moment,’” local manager Dave McBride said Friday afternoon as he paused between greeting customers at the main doors along with Dryden store manager Linda Fortney and Kenora store manager John Dahl.
Management and staff from 15 district Safeway stores had come here for the event, whether it was to help build displays, hand out free samples, or just help celebrate the reopening.
Some familiar faces included former local management, including Dale Forges and Paul Miller.
Later Friday afternoon, Safeway district manager Larry Tholl gave a tour of the store to a group of delegates, including Mayor Roy Avis, Couns. Paul Ryan and Sharon Tibbs, MPP Howard Hampton, Wanda Botsford of MP Ken Boshcoff’s office, and members of the media, offering some information on what’s new at the store.
Tholl explained Safeway’s “lifestyle” format has been built around the changing needs of today’s consumers and features specific offerings geared towards singles, busy families, and seniors.
More health conscious offerings, organics, and specialty diet products also are important reflections of changing consumer needs.
This is reflected in the deli section, for example, which is now selling more ready-made meals, whether it’s a whole line of Signature soups, salads, and sandwiches or all-new offerings, like fresh sushi.
Likewise, the expanded bakery sells a wide range of freshly-baked breads, gourmet muffins, and fancy tortes and cakes.
In the name of giving customers more for their money, the definition of a “Baker’s Dozen” has been changed from 13 to 14, noted Tholl.
During the guided tour, meat merchandiser Doug McIntyre noted customers will be thrilled to see the return of a full-service meat department to the local store.
The department features a broad selection of meats, ranging from fresh Grade ‘AAA’ beef and Chicken Kiev to salmon and shrimp and everything in-between.
Not having to settle for pre-packaged meat, customers will be able to ask for their goods in any quantity, and cut the way they want it. They even can get their meat marinated or treated with a rub by store staff before they bring it home.
Tholl said the meat department will be open extended hours, and customers who know what they want already can call the store ahead of time to order their meat so it will be ready for them to pick up.
The pharmacy at Safeway opened last year, but Tholl did make note that it also falls in line with the company’s commitment to customer service, offering customers free delivery and a multitude of educational clinics all year-long.
The store’s produce section also has been expanded, with not only a growing selection of organic fruits and veggies, but a steadfast commitment to quality.
For instance, all produce is inspected five times (for qualities such as sweetness, in the case of fruit) before it is deemed suitable to be sold to customers, said produce merchandiser Brian Bouskill.
Fitting into Safeway’s commitment to accommodate the customers on-the-go, pre-cut, pre-packaged fruit (such as melons) also is made available.
As well, the floral department has been greatly expanded, featuring not only a wide range of flowers but even “Signature” series arrangements and lots of tie-in giftware (such as vases, pillows, balloons, chocolates, and stuffed animals).
(Like the bakery, a dozen roses in the floral department is actually 14).
The reopening of the store also meant the opening of the new Starbucks Coffee outlet there earlier last week.
“Each of our three Thunder Bay stores opened their Starbucks in July and we’re seeing some great results from the business,” said John Graham, manager of public affairs for Canada Safeway.
“I expect it will be an equal good news story for us in Fort Frances.
“We think it’s a great fit for us,” Graham added, noting Canada Safeway is now the single largest franchisee of Starbucks in Western Canada.
“One of the neat components of the Starbucks experience is that it adds additional pleasure to shopping,” said Graham. “Our shopping carts now have coffee cup holders.
“What we’re finding is people are slowing down, spending more time in our stores with the Starbucks, and really it’s becoming more of an experience.”
(Because Starbucks is open at 7 a.m., this means the rest of the store’s hours have changed, too, from 8 a.m.-11 p.m. on weekdays and Saturdays to 7 a.m.-11 p.m.
Sunday hours remain 10 a.m.-6 p.m.)
Safeway’s new format was developed following an extensive 18-month review of the best qualities of grocery stores throughout North America and Europe.
The Fort Frances location is the fourth Ontario store to be redesigned. All six of Ontario’s Safeway locations will be converted to the “Lifestyle” format within the next two years.
This six-store investment of more than $20 million also will result in an additional 250 jobs in Northwestern Ontario.
“The ‘Lifestyle’ design creates a more relaxed shopping atmosphere with ever-changing offerings that service the expectations of today’s consumers,” Graham said in a press release issued Friday.
The world of food, and the ways in which Canadians dine, have changed considerably. Today, 42 percent of meals are consumed or prepared out of the home.
Families now spend, on average, just 22 minutes in the kitchen making their dinner meal.
“Safeway’s Lifestyle Stores respond to this need by offering an extensive menu of fresh, easy-to-prepare meals, with a variety of delicious restaurant-quality foods for every taste,” said Graham.
Safeway operates 214 stores from Thunder Bay to Vancouver Island, and employs more than 30,000 Canadians. By the end of this year, 157 locations will have been converted to Safeway’s “lifestyle” design.