Target Corporation is reportedly expanding more of its US stores into the fresh food market with a new store format called PFresh.
According to local media reports, the move will see the Minneapolis-based supermarket operator stock packaged meats, fresh produce and baked goods in select PFresh stores.
Some 340 outlets are tipped for remodelling at reported a cost of US$1bn.
The retailer said its shift into fresh food comes in response to consumer demands who are increasingly seeking convenience.
“Target listened to its guests, who requested more fresh food and produce at low prices. Now, an expanded selection of the freshest grocery offerings is available at select general merchandise Target PFresh stores nationwide,” the retailer said in a press release.
Target said it piloted the new expanded food format in 2008 at two existing stores in Minnesota.
The expanded food layout features a 50-200 per cent increase in food over what existed prior to the remodels, including new food additions such as bananas, strawberries and bagged lettuce.
Based on the programme’s success, the company is opening more formats throughout 2010.
One such PFresh store will open in New York on 25 July – Target’s first Manhattan outlet – which will feature more space devoted to fresh food, according to The Progressive Grocer.
Target operates 1,740 stores across 49 US states.
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