How SpartanNash is ‘keeping it real’

Grand Rapids, Mich.-based SpartanNash said its new branding for its Family Fare supermarket chain is designed to deliver an exceptional customer experience based on what today’s shoppers want and when they want it — up and down every aisle of the store.

The company announced that Family Fare is “keeping it real” for store guests with five brand promises of:

• keeping it real local;

• keeping it real with value beyond price;

• keeping it real with affordable wellness;

• keeping it real socially smart; and

• keeping it real fun and indulgent.

Family Fare also unveiled its new logo and mission, which is “to be the trusted, go-to neighborhood market that provides real values for real people in real communities.”

“Keeping it real is a promise to our store guests that we’re staying true to ourselves and providing a customer experience unlike any other,” SpartanNash President and CEO Dave Staples said. “It’s a simple promise, but it really shows what our Family Fare stores are all about. Family Fare continues to offer selection, quality and freshness throughout the store, with new and exciting elements that allow our store guests to browse, discover and even indulge with unique offerings, local products and everyday values you can’t find anywhere else.

To deliver on the new brand’s five promises, SpartanNash invested $18.3 million in 18 Family Fare stores throughout western Michigan and created more than 120 new jobs.