Real estate experts question Lidl's planned store locations

Real estate experts that spoke with Supermarket News last month expressed skepticism over Lidl's real estate choices. Douglas Munson and John Tippetts, former Kroger real estate staffers and co-founders of MTN Retail Advisors, said that about 70% of what they identified as the first 75 stores that Lidl intends to open lack the ingress and egress of a typical "Class A" supermarket location.

In addition, Munson and Tippetts believe that the sites appear to have been selected with a lack of insight into the volume of the competitors in the immediate trade areas.

Site Specialist Matthew P. Casey expressed similar concerns.

"I don't think they evaluated competition beyond doing things like looking at the number of cars in the parking lot," Casey said.

Lidl says that it plans to address quality and price in a manner that existing U.S. markets are not.

Munson predicted that Lidl will attract "the wrong people" and end up being more like a Weis Market or Food Lion rather than a Harris Teeter.

"You have to realize that the average Food Lion is doing $175,000 a week and the average Harris Teeter is doing $450,000. If you assume you're hitting Harris Teeter and you wind up hitting Food Lion, you're taking a much, much smaller piece of the pie."

On the other hand, Mark Thompson, managing director at Crossman & Co., said Lidl's site choices don't surprise him.

"Look what Wawa did in Florida," he said. "They went off hard corners to midblock and where they are at a hard corner it's a 'B' corner, yet all the pumps are full. Their model blew the market away. If Lidl's model blows the market away then people will shop."

Acme performance improving thanks to new playbook

Prior to Albertsons takeover of Acme in 2013, same-store sales at the one-time Greater Philadelphia market leader were negative in 27 of the previous 28 quarters. Today, thanks in large part to the parent company's "operating playbook," Acme is performing better than it has in years.

According to a Supermarket News story last week, new leadership immediately boosted store standards, customer service and community involvement. In addition, it empowered local buyers to make buying and merchandising decisions, and added "aggressive muscle" to price and promotions.

These efforts paid off quickly. And recently, Acme aggressively pursued stores left vacant by the A&P bankruptcy filing. In all, they bought 73 former A&P, Pathmark and SuperFresh stores for $293 million. The purchase returned Acme to the Northern New Jersey, New York and Connecticut market.

The company's "operating playbook" was applied to the purchased stores, and customers are seeing the results. One Acme shopper told Supermarket News that "customer service is now a major priority, and the store has become the cleanest grocery store I've ever shopped in."

Industry expert Bob Gorland of Matthew P. Casey & Associates believes Acme is a healthier company than it used to be. In addition, he pointed out that they are doing things they weren't doing a few years ago, like remodeling more stores and adding beer cafes.

Philly's fragmented market weeding out "losers"

A recent story in the Supermarket News says that Philadelphia's grocery landscape is "largely being written by its losers." And by losers Supermarket News means Genuardi's, Acme and A&P (Pathmark, SuperFresh).

Genuardi's is down to one store, and the exit of the once mighty brand set the stage for Giant to compete with ShopRite as the market's leading grocer. No one is sure yet what will happen to Acme, which is now part of the investor group led by Cerberus, and A&P continues to struggle.

Bob Gorland of Matthew P. Casey & Associates claims that no other metro area in the entire U.S. has as many chain and strong independent operators as Philadelphia, noting that every major club store and drug chain is here, not to mention "numerous price operators of all shapes and sizes."

The result is a fragmented market, with "losers" giving way to gainers like Giant, ShopRite, Wegmans, Walmart and Bottom Dollar. And the biggest opportunities ahead, according to Gorland, are for the stronger competitors to take over the weaker ones.

Below are the market share leaders for the 11-county Philadelphia market, according to Metro Market Studies, a firm based in Tuscon, AZ.

Note that this is a faulty list, as ShopRite is listed by operator, not as one brand. Last June's Food Trade News market study listed ShopRite as the clear market leader of the 15-county Delaware Valley.

Giant - 15.1%
Acme - 14.9%
Walmart - 5.9%
Pathmark - 5.6%
BJ's - 4.9%
Costco - 4.7%
Wawa - 4.6%
Wegmans - 4.0%
Brown's ShopRite - 3.6%
Zallie ShopRite - 3.1%

A&P going local with store design and product mix

A new marketing strategy for A&P and it's brands (including Pathmark and Super Fresh in the Philadelphia region) is emerging as the formerly bankrupt company tries to increase sales and profits. The new approach, which includes physical improvements and merchandise tailored to the stores' locations, reflects an attempt to make each location "the supermarket of the neighborhood," according to a company spokesperson.

Currently each store looks and feels very much the same as every other store under that specific banner. Going forward, however, A&P plans to renovate or "renew" more than half the company's 320 locations by making the look and product mix a reflection of each store's neighborhood. Advertising will change appropriately as well.

Industry expert Matthew Casey, president of Matthew P. Casey & Associates, thinks A&P has the right idea, but doesn't think the company can pull it off, citing the high cost of such an effort.