Oct. 13--The Charlottesville region's highly competitive supermarket landscape is shifting.

Two grocery chains -- Food Lion and Giant Food -- have just wrapped up multi-million-dollar renovations of existing stores. Meanwhile, plans are moving forward for construction of at least five new major grocery stores throughout the area.

Food Lion unveiled last week its 13 redesigned stores in Central Virginia, expanding meat, deli and produce departments, as well as widening selections of wine, organic food and international fare. As part of the remodeling, Food Lion also added Western Union and Coinstar services, Rug Doctor rentals and floral departments.

"It's a very competitive market. Everybody's trying to get their piece of the pie," said Michael Craig, a Food Lion manager who oversees the Charlottesville-area stores. "With our new renovations, I would assume that we'll pull in new customers from our competition in a positive way."

The Food Lion remodeling projects did not expand the stores' size or create any new jobs, Craig said.

Giant rolled out its own spruced up 53,000-square-foot supermarket at a grand re-opening ceremony in late September, having spent 12 weeks remodeling its store in the Seminole Square shopping center off U.S. 29.

As part of the project, Giant has improved the store's produce and perishable sections, expanded its pharmacy and food departments, and added an eating area where customers can consume items from the store's vastly expanded selection of prepared sandwiches, soups, sushi and more.

The Giant has also received "delivision" kiosks that allow customers to order deli meats and cheeses, which are then prepared while the customer continues to shop elsewhere in the store. The customer's Giant membership card can be scanned to remember past deli purchases. The "delivision" technology is similar to kiosks at Wawa and Sheetz service stations that allow digital ordering of sandwiches.

In conjunction with its Seminole Square store remodeling, Giant added 38 positions -- a mix of part-time and full-time jobs -- for its two local stores, primarily to improve customer service and add more baggers. The renovation included an overhaul of Giant's customer service desk, which is now a four-sided desk that aims to convey an openness and willingness to help. The customer service section's name was also changed to the "customer solutions" section.

"Our overall plan is that we want to be known for great food, great prices and great customer service," said store manager Soumera Sayasithsena.