Going Full Circle

Fresh Brands Inc.'s prototype Piggly Wiggly store in its hometown of Sheboygan, Wis., has proven so popular that the grocer intends to build two more outlets with the design in 2003. In addition, the retailer plans to incorporate elements of the year-old prototype in most of its replacement stores presently under construction or in the planning stages.

“We are very pleased with the strong ongoing performance of our prototype store, which continues to outperform our expectations,” says Elwood Winn, Fresh Brands'president and ceo.

Winn said because the company's “circular” prototype design is proving so successful, two corporate stores slated for opening in 2003 will be designated Piggly Wiggly Fresh Market Circle stores, the new name for the layout.

“In the remaining months of 2002, we anticipate opening our 101st store, a new market franchised store in Oostburg, Wis., as well as opening new franchised replacement stores in West Bend and Howard, Wis.,” adds Winn. “In 2003, we plan to open our 102nd location, a new corporate store in Kenosha, Wis., which will be our second Piggly Wiggly Fresh Market Circle store. We're also planning expanded and renovated franchised stores in Mosinee, Cross Plains and Mayville, Wis.; and new franchised replacement stores in Omro, Union Grove and Juneau, Wis. In addition, our Northgate location in Sheboygan will become a corporate replacement store that will be our third Piggly Wiggly Fresh Market Circle locale.”