IBJNews

Marsh rolls out new name at certain stores

Back to TopCommentsE-mailPrintBookmark and Share

A few Marsh stores are getting a new name on Thursday in what appears to be an early step to differentiate the grocery chain’s offerings in hopes of making them more marketable.

Three Marsh Hometown Market stores in Lebanon, Wabash and Franklin will be renamed MainStreet Markets.

Company officials said the move is a fine-tuning of a strategy launched in 2006 to distinguish the smaller Marsh Hometown Markets from the Marsh the Marketplace locations, which are more upscale and have a wider array of products.

Keeping Marsh in the store name made it harder for customers to draw that distinction, officials said.

“Consumer research has consistently indicated that while our initial strategy aimed to better position and differentiate our stores according to their size and varying consumer demands, the fact that both banners continued to operate under the Marsh name limited our ability to do so,” Marsh CEO Frank Lazaran said in a news release. “Operating under the name MainStreet Market will enable us to take the best of what Marsh stands for in these communities and add a much more customized marketing approach for these stores.”

The chain has about 100 stores, about half in Indianapolis. Connie Gardner, a Marsh spokeswoman, said it’s not been decided whether the chain will roll out the new name to other Hometown stores across the Indianapolis metro area, but some observers predict it will.
 
Last year, Marsh’s parent company, Florida-based Sun Capital Partners, hired an investment adviser and solicited offers to sell the chain, but got no takers.

IBJ reported in August that Sun is not immediately looking to sell the chain and will continue investing in it.

At the time, former Marsh executive Danny O’Malia said he expected the chain to change the name on some of its stores so it eventually can market the upscale Marsh the Marketplace stores and discount-oriented Hometown Market locations to separate buyers.

Indeed, when the company decides to put the stores back on the market, the outlets will be easier to sell with two distinct identities, O’Malia said this week.

“It would be hard to sell both of those types of stores to the same company,” he said. “So they might have to look to two different buyers.”

The MainStreet Markets will offer electronic savings incentives and discount clubs, and will tout a new logo. Employees at the stores will not lose their jobs or be transferred because of the name change.

ADVERTISEMENT

  • Buyout Request
    There's a local grocery chain in the South Bend/Mishawaka area that I love to shop at while up there called "Martin's". Family-owned, good quality, great service. I went out of my way to go there instead of Kroger, Walmart, or Meijer. They appear to have weathered the economic storm, and I would welcome their takeover of Marsh.
  • Remember LoBill?
    Long ago in a small town nearby, our local supermarket was a 'LoBill' without the Marsh name attached. Then the investment bankers took over. So they redecorated, became a 'Marsh Hometown Market', cut a number of store brands in favor of 'Food Club'-brand products and prices went up. Now they're redecorating and renaming again, and the prices will go up again. Shoulda kept the 'LoBill' moniker and saved the cost of two name-changes!
  • Huh?
    This is a waste of money. There's one Marketplace by us, and one Hometown Market. I know that the Marketplace is nicer... and I agree that with a name like MainStreet Market, I will probably be less likely to go there. MainStreet = generic. Marsh = local and has the loyalty we've seen for years. I second the motion... I've got WalMart and Meijer closer and cheaper, so what am I waiting for. Change is inevitable, but that doesn't mean we always have to embrace it.
  • Branding?
    Does anyone in this organization understand branding? The statement â??Operating under the name MainStreet Market will enable us to take the best of what Marsh stands for in these communities and add a much more customized marketing approach for these stores.â??

    Walking away from a brand that has been present for 70 years and calling it "fine-tuning of a strategy" is disengenuos.

    Living in the Geist area, we shop at Marsh several times a week and are quite please with offering and the service. Changing the name on the building would leave us to believe that company management has sold our local Marsh grocery store.

    As someone who has managed 300+ retail stores, I taught and encouraged our employees to never give our customers a reason to shop somewhere else.

    Walmart and Kroger are beckoning.

Post a comment to this story

COMMENTS POLICY
We reserve the right to remove any post that we feel is obscene, profane, vulgar, racist, sexually explicit, abusive, or hateful.
 
You are legally responsible for what you post and your anonymity is not guaranteed.
 
Posts that insult, defame, threaten, harass or abuse other readers or people mentioned in IBJ editorial content are also subject to removal. Please respect the privacy of individuals and refrain from posting personal information.
 
No solicitations, spamming or advertisements are allowed. Readers may post links to other informational websites that are relevant to the topic at hand, but please do not link to objectionable material.
 
We may remove messages that are unrelated to the topic, encourage illegal activity, use all capital letters or are unreadable.
 

Messages that are flagged by readers as objectionable will be reviewed and may or may not be removed. Please do not flag a post simply because you disagree with it.

Sponsored by
ADVERTISEMENT

facebook - twitter on Facebook & Twitter

Follow on TwitterFollow IBJ on Facebook:
Follow on TwitterFollow IBJ's Tweets on these topics:
 
Subscribe to IBJ
  1. Good Day I am Mr (Victoria Wright) from United state of America, i stayed in NEW YORK, and i have a broke up business, until i found this company email who help me to gain a loan for business,, and now i want to used this short medium to congratulate the below company for the fast and safe money they loan to me without any form of collateral, i loan 500,000USD from the company to save my business and lots more, i saw their mail on the internet, everyone always give testimony for what they did, so i quickly contacted them and they all did everything for me without stress and my money was sent to my account just 3 days later, i was surprise and i feel so glad, now i have a standard business control agent who help me, now i will advice those who need urgent loan to contact him at the bellow email:zenithfirm12@gmail.com

  2. NOTICE:This is to inform the general public that Vampires are real. My name is James Franklyn.,am an agent of vampire,am here to introduce our new world trend to you,a world of vampire where life get easier,we have made so many persons vampires and have turned them rich,you will be assured long life and prosperity,you shall be made to be very sensitive to mental alertness,stronger and also very fast,you will not be restricted to walking at night only even at the very middle of broad day light you will be made to walk.In case you are wildly oppressed by some unscrupulous persons we can still help you fight them.Your protection is assured immediately you join.Just contact the bellow email if you are interested we are here to attend to you anytime you want us. Contact the bellow email for more details. Email:vampirescreed@hotmail.com Sincerely: James Franklyn.

  3. Bravo! Someone else that is willing to speak the truth! Bravo!_____NBCSN is available in almost 2 MILLION more homes than just a few years ago, but Indycar STILL gets less total viewers than it did just a few years ago when NBC took over Versus. Attendance and ratings cratered with the end of season races (just when the title battle got "interesting" HAH!__________And now...new race in Basilia, where Miles celebrated the "rich history" of Indycar racing there. Rich history? What, 7 events in the 100 years of AOW? Yep, some history. Well, at least its an oval. It's not??? Are you kidding me??? Gosh darn road racin furriners.

  4. PURITY RAY LOAN OFFER........ Have you been denied by your banks,or are you in need of of an urgent loan to pay of your bills we are capable of giving loans @ cheaper rate to interested individuals, student, companies and members of the public in need of finance to settle bills, we do offer considerable loans which you can count on. For more information on our various types of loan,then you will have to contact PURITY RAY LOAN FIRM, to help you achieve your desire LOAN APPLICATION FORM TO BE FILLED BORROWERS INFORMATION * Full name:………………………. * SEX * ……………………………. * Country………………………….. * State:……………………………. * Land:…………………………….. * Occupation:…………………….. * phone number:…………………. * Telephone: ………………………….. * Age:………………………………. * Amount needed as loan:……… * Loan Duration:………………….. * Propose of Loan:……………….. * Annual revenue:………………… * Monthly Income:……………….. * Guarantee:………………………. * Payment: monthly or annually Email.....purityrayloanfirm@gmail.com Thank you and God bless Mr Purity Ray PURITY RAY LOAN FIRM we tend to serve you better

  5. Problem: most of the people responding to this article don't know about this service AT ALL! Why? Lack of awareness. This isn't IndyGo. This is CIRTA: might as well be the mattress company because they are asleep at the wheel - something like 3 directors over the last year? Playing with federal grant money is great! This "region" wants commuter rail service, has spent MILLIONS on Transportation studies yet can't even support a commuter bus line? This is largely for suburban riders to get to downtown - not for "service people to work in our hotels and restaurants" ! Get your head out of your backside!! These are professionals, students etc. that don't want to fight traffic, save some money on parking, gas, stress.... if CIRTA would put their federal money into widely promoting the sevive to Greenwood, Fishers & Carmel instead of finding directors and studies - this would be a successful service. Our family uses(d) it daily for the last several years - but the recent uncertainty & now unreliability due to cuts from Carmel has been a problem. Now, costs us an additional $350/month for gas & parking ( $4200/year) plus vehicle wear, service, environmental impact ... YES - this REGION needs this this type of service in order to keep growing and getting the people it needs to fill skilled positions in downtown Indianapolis. Think outside of your own car !!!

ADVERTISEMENT