Big-Market Strategy

Kroger Co. (Cincinnati), the nation's largest supermarket chain, has announced plans to build larger stores and to expand many existing stores. This year, said the company, it will remodel between 140 and 150 stores and expand, relocate or build 100 to 110 stores.

The new prototype will include a fuel center, a drive-through pharmacy and the expansion of natural-food and nutrition sections.

Beginning in its own back yard, the 2400-store chain is relocating six smaller, under-merchandised stores in the Cincinnati-Dayton area to larger facilities incorporating a greater number of products and varieties.

“We continually monitor growth areas,” said Monte Chesko, real estate manager for Kroger's Cincinnati-Dayton division, “looking at population growth and actual growth of a store's business. These two items set the stage for a store that is conducive to an expansion opportunity.”