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LUBBOCK, Texas -- As part of a strategic branding initiative, United Supermarkets LLC has changed its corporate name to The United Family to better reflects its multiple store brands and rich family history.
The Lubbock-based company announced the strategic name change yesterday and said it is part of an initiative to help define, articulate and document the organization’s brand portfolio, which consists of four retail brands -- United Supermarkets, Market Street, Amigos and United Express -- along with its subsidiary operations, R.C. Taylor Distributing, Praters and Llano Logistics.
“This vital step of defining, documenting and evolving our brand strategies will help ensure the entire company understands what each of our brands stands for,” explained Monica Schierbaum, United Family's senior marketing director and corporate leader of the branding initiative. “Our goal is to create more distinct and consistent brand identities so we stay relevant to current and future guests. The clearer we are about who we are and what we offer, the better we can stand apart from other grocery retailers."
The branding work and resulting changes are now being rolled out across the company's 30 markets in north and west Texas. The first visible signs are newly redesigned logos. A new Market Street logo was introduced at the Jan. 9 opening of its new location in Lubbock. A new logo for the United Supermarkets banner was introduced at the company’s Snyder location in early August. New logos for Amigos and United Express will be rolled out in the coming months, according to the retailer.
“Our business has become more and more competitive, with new stores and formats offering very compelling alternatives for food shopping," said Robert Taylor, CEO of United Family. "It’s vital to our future success that we let current and future guests know who we are and what we stand for. We have to make sure we offer our guests things that are relevant to them and their shopping needs."
Now in its 97th year of operation, The United Family operates 57 stores under its four retail brands and subsidiary operations. It is a self-distributing company, with distribution centers in Lubbock and Roanoke.