Farm Stores Converts More Drive-Thru Stores to Express Markets
MIAMI - Farm Stores Grocery Inc., the nation's largest drive-thru grocery, has completed the conversion of its 43 Miami-Dade stores to Express Markets.
With the Express Markets strategy, Farm Stores aims to capture a larger share of the dollars spent by female grocery shoppers at the "express lane" of a traditional supermarket. The new Farm Stores Express Markets not only sell the company's famous ice cream and fresh milk, but also more than 1,500 new grocery items including fresh fruits, produce, baking, baby essentials, pet food, and floral.
With the conversion to Express Markets, Farm Stores also announced the restructuring of its field operations, in order to transition from a finance and control driven organization to one that focuses on customer service, as well as 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," said Carlos Bared, CEO of Farm Stores Grocery. "Farm Stores' new field sales organization is very talented, with experience in retail sales and marketing. Their job is to help grow the Farm Stores business to new heights."
The conversion of Farm Stores drive-thru's into Express Markets started in January 2002, and the company is currently converting those stores located in Broward, Palm Beach, as well as, the Tampa area. Farm Stores expects to convert all of its 104 locations to Express Markets by the end of summer 2002.
With the Express Markets strategy, Farm Stores aims to capture a larger share of the dollars spent by female grocery shoppers at the "express lane" of a traditional supermarket. The new Farm Stores Express Markets not only sell the company's famous ice cream and fresh milk, but also more than 1,500 new grocery items including fresh fruits, produce, baking, baby essentials, pet food, and floral.
With the conversion to Express Markets, Farm Stores also announced the restructuring of its field operations, in order to transition from a finance and control driven organization to one that focuses on customer service, as well as 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," said Carlos Bared, CEO of Farm Stores Grocery. "Farm Stores' new field sales organization is very talented, with experience in retail sales and marketing. Their job is to help grow the Farm Stores business to new heights."
The conversion of Farm Stores drive-thru's into Express Markets started in January 2002, and the company is currently converting those stores located in Broward, Palm Beach, as well as, the Tampa area. Farm Stores expects to convert all of its 104 locations to Express Markets by the end of summer 2002.