Target stores with Pfresh reach 875; more advertising coming soon

In a conference call with analysts yesterday, Target said they are continuing to see good results with their Pfresh rollout. With this success, and with greater market density, the company said they will soon be able to advertise its grocery offering to the market in a broader fashion, rather than simply "geo-targeting" around stores that are opening.

According to Target, they remodeled 133 stores in the previous quarter, which gives it 875 total Target general merchandise stores that have an expanded food offering, including fresh food. 

Target CEO provides his take on PFresh

In a recent interview for USA Today, Jayne O'Donnell asked Target CEO Gregg Steinhafel to describe the PFresh concept. Here's what Steinhafel had to say.

"PFresh is a comprehensive remodel within our stores' environment that does a number of things. It adds a much larger assortment of dry, dairy and frozen, then we add fresh perishables to the grocery mix, which is something we haven't had in the past. While we're in and remodeling, we update the entire store and add new visual elements throughout, update apparel racks, add a new shoe area, add new beauty and skin care areas and update our electronics area. Essentially, when we're through with the remodel, we have a brand new Target store. We're transforming the experience in these stores so that we can provide a more comprehensive one-stop destination. We didn't have a broad enough assortment of groceries. Our prices are ultra-competitive, and in most cases, they are below the local grocer retail prices."

As for new stores, Steinhafel expects 20 (net 15 with closings and relocations) this year.

Previous blog posts about Target:

Target has big increase in grocery sales (5/6/2011)

Target sets more food expansion (2/25/2011)

Target's grocery format is gearing up for growth (1/4/2011)