Winn-Dixies To Be Rebranded As Fresco Y Mas Grocery Stores

TAMPA, FL – While 10 Tampa Bay Winn-Dixie stores shut down by the end of the month, Winn-Dixie's parent company is preparing to convert two Tampa stores into Fresco Y Mas markets to appeal to the area's growing Hispanic population.

Southeastern Grocers Inc., based in Jacksonville, is currently struggling to keep its traditional grocery stores solvent. As a result, it is in the process of restructuring its debt and closing 94 Winn-Dixie stores across the Southeast (see related story).

At the same time, Southeastern Grocers is betting on a new customer base: Florida’s Hispanic population.

After testing its first Fresca Y Mas in Hialeah in 2016, the company is preparing to add more Hispanic-oriented grocery stores.

The new Tampa Fresco Y Mas stores at 8424 Sheldon Road and 4056 N. Armenia Ave. will be converted and open in April, the company said.

Southeastern Grocers are redecorating and remerchandising the stores to appeal to Hispanic shoppers. The new stores will offer a variety of Hispanic products, a full-service Latin butcher, Hispanic pastries and desserts in the bakery and a Cocina featuring freshly prepared meals. The signage will be bilingual.

Southeastern Grocers has also lowered the prices of 3,000 products throughout the store, said Southeastern Grocers in a statement.

"We are confident that now is the time to introduce Fresco y Más into Central and West Florida neighborhoods and offer those customers an authentic Hispanic grocery store experience," said Anthony Hucker, president and CEO of Southeastern Grocers, in a statement. "We are excited to give our loyal customers a store they can count on while providing exceptional service and quality products.”

Meanwhile, Southeastearn Grocers will close nine Tampa Bay Winn-Dixie stores by the end of this month. They include:

· 7625 Blind Pass Road, St. Petersburg

· 3301 17Th St., Sarasota

· 1325 S. Tamimi Trail, Sarasota

· 2881 Clark Road, Sarasota

· 2126 Collier Parkway, Land O' Lakes

· 2525 N. Dale Mabry Highway, Tampa

· 4317 Gandy Blvd., Tampa

· 3500 53rd Ave., Bradenton

· 6180 U.S. 41 N., Apollo Beach.

Also slated to close is the Winn-Dixie sister store, Harveys, at 2525 E. Hillsboro Ave. in Tampa.

Southeastern Grocers' remaining 582 locations in the Southeast will remain open.

Image via Southeast