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    Stop & Shop Sets Sights on Convenience

    New logo and look for 94-year-old grocery chain shows focus on prepared food and value.

    BOSTON -- Complete with a new logo and streamlined appearance, the Quincy, Mass.-based Stop & Shop grocery chain is celebrating its 94th year of business by revamping its image with a focus on convenience.

    Jim Dwyer, executive vice president of strategy and business development, told The Boston Herald that the company is more than three-quarters finished with its aisle-by-aisle, price-rollback "value improvement program" at its 389 stores from Massachusetts to New Jersey.

    "We're trying to make sure that we keep up with what's important with moms and kids and then make sure the proposition we offer meets [their] needs," Dwyer told the paper.

    In an attempt to tap into the convenience market, Stop & Shop is increasing its prepared food offerings in the coming months. Dwyer told the paper that the food "will be priced well and offer value to customers."

    Among initiatives is a new product line "Choose and Cook," a refrigerated collection of fresh, color-coded food ingredients that can be combined into a meal for four in 20 minutes. Dishes include sirloin beef teriyaki and shrimp pad Thai.

    Stop & Shop is looking to cater to shoppers on the go with its self-service DeliVision kiosks and EasyShop scanners to more stores. These technologies allow customers to use touch-screens to e-order cold cuts and continue to shop while the order is filled.

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