Grocer Launches New Brand Positioning with Market Wide Celebration

Winn-Dixie Stores, Inc., (NASDAQ:WINN) announced today that it has completed remodels and upgrades on 51 of its Winn-Dixie stores in the Jacksonville area, comprising locations in North Florida and South Georgia (see attached list). To mark this achievement, the Jacksonville-based grocer is launching a new brand position: “Fresh Checked Every Day.”

“We’ve spent the last several years improving our stores, our merchandising and our service,” said Winn-Dixie Chairman, CEO and President Peter Lynch. “Now, Winn-Dixie customers in the Jacksonville area, no matter where they shop, will find a fresh and local shopping experience, with enhanced customer service, every time they visit us.”

The Remodel Program

Winn-Dixie began Phase I of its company-wide remodeling initiative – a key component of its long-term business plan – more than two years ago when it announced plans to upgrade 75 stores each year throughout its operating area in the Southeast. During Phase I, the Company remodeled select locations in key markets across its footprint.

The Company commenced Phase II of the remodel initiative earlier this year. In Phase II, the Company is remodeling and upgrading stores using a market-by-market strategy.

Redesign and upgrade elements vary based on the specific needs of each neighborhood, but all stores showcase fresh and local merchandise complemented by a new color palette and signing package. Other enhancements and additions may include:

“With an enhanced product selection and expanded departments, shoppers will enjoy a fresh and local shopping experience every time they visit any of our stores,” said Cheryl Forehand, regional vice president, Jacksonville. “We encourage our neighbors who haven’t been in a Winn-Dixie in a while to come in and see our upgraded stores as we think they will enjoy the improvements that have been made.”

“Fresh Checked Every Day.”

The multi-media marketing campaign that accompanies the new brand positioning features television, radio, outdoor advertising and a specially created micro site. Visitors to the website (www.freshcheckedeveryday.com) will be able to take a virtual store tour and find updates on events, promotions and special offers.

Events and Promotions

Winn-Dixie invites the entire community to come out to enjoy its new neighborhood grocery store by participating in the following events and promotions:

• Free Gift Cards – The first 51 customers at each of the 51 Winn-Dixie stores on July 15 will receive a $5 Winn-Dixie gift card;
• Free Cake – A piece of celebratory cake will be offered to customers at each store every day July 15-21 while supplies last;
• Jacksonville Suns Winn-Dixie Night, July 19 – The first 3,000 fans will receive a free Winn-Dixie mini-bat;
• Individual Store Celebration events – Special family-friendly “Grand Opening” events will be held each weekend at various stores and schedules will be available at www.freshcheckedeveryday.com;
• Free Steaks for a Year – One person from each of the 51 stores will win free steaks for a year. One additional name from all entries will be drawn for the chance to win a $100,000 grand prize.

About Winn-Dixie

Winn-Dixie Stores, Inc., is one of the nation’s largest food retailers. Founded in 1925, the Company is headquartered in Jacksonville, Fla. The Company currently operates 515 retail grocery locations, including more than 400 in-store pharmacies, in Florida, Alabama, Louisiana, Georgia and Mississippi. For more information, please visit www.winn-dixie.com.

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Winn-Dixie Stores, Inc., Jacksonville
Robin Lake Miller, 904-370-7715 or 904-327-1445 (cell)
robinmiller@winn-dixie.com
or
St. John & Partners
Patrick McSweeney, 904-596-2085 or 904-923-4871 (cell)
patrickm@sjp.com