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MIAMI -- Farm Stores Grocery, Inc., the nation's largest drive-through grocery, has completed the conversion of its forty-three Miami convenience stores to Express Markets.
With the new Express Markets strategy, which will continue to offer drive-through service, Farm Stores aims to capture a larger share of the dollars spent by female grocery shoppers at traditional supermarkets. The new Express Markets feature milk and dairy items, along with more than 1,500 new grocery items including fresh fruits, produce, baby essentials, pet food and floral. Carlos Bared, CEO of Farm Stores Grocery, said the grocery items at competitive supermarket prices.
Another feature at the Farm Stores Express Markets is the visible display of the new grocery items on window shelves with posted competitive prices. The Farm Stores Express Markets' windows have been merchandised to provide customers an easier shopping experience with the same fast service Farm Stores drive-through's delivered.
With the conversion, the company retailored its field operations to place greater emphasis on customer service and execution of Farm Stores Grocery's new marketing and merchandising programs.
"In order to have a successful conversion to our Express Markets, we needed to align both our merchandising and human resource strategy," Bared said.
The conversion into Express Markets started in January. The company is currently converting stores in Broward, Palm Beach and the Tampa area. Farm Stores expects to convert all 104 locations to Express Markets by the end of summer.
PHOTO: Carlos Bared, CEO (left); Maurice Bared, COO; Sanford Ziff, investor and consultant for Farm Stores Grocery Inc., standing in front of one of the newly converted Farm Stores Express Markets.