February 2, 2001


New Food 4 Less in Southeast San Diego

Food 4 Less opened its newest price-impact, warehouse-format supermarket at 312 Euclid Avenue on Wednesday, January 31 at 8 a.m. in Southeast San Diego. The 59,000 square foot store is the first business to open in the new Market Creek Plaza, an innovative mixed-use development project located at the intersection of Market Street and Euclid Avenue in the area known as the "Diamond Neighborhoods."

The opening of the Food 4 Less Market Creek Plaza store also marks the return of grocery services to the area after a 20-year absence. The store is the 10th Food 4 Less to serve San Diego County.

"We are very excited to open our new Food 4 Less in the Diamond Neighborhoods area of San Diego," said Dave Hirz, President of Food 4 Less. "We're proud to be a part of the Market Creek Plaza project and the opportunity to serve a diverse community reflecting a wide range of tastes."

Featuring a state-of-the-art store design that caters to the community, the new Market Creek Plaza Food 4 Less will offer supermarket quality and selection at club store savings with a diverse selection of products, destination departments, and customer services—all at the lowest prices.

As shoppers enter the store, they will discover high quality fresh fruits and vegetables, meats and poultry, and a grocery department stocked with thousands of products at Food 4 Less' low everyday prices. They will also enjoy the store's large club pack section and "Wall of Values," featuring many specially priced name-brand items.

In the spirit of offering shoppers a true, one-stop shopping experience, the new Market Creek Plaza Food 4 Less features several specialty departments, including a fresh deli-bakery with a delicious selection of deli meats and cheeses, party trays, freshly-baked breads and decorated cakes. In addition, the store features an extensive selection of competitively priced office supplies, pet products, small appliances, and automotive supplies.

To add further value to the one-stop shopping trip, the store boasts 10 checkstands and offers a wide range of special services, including postage stamps, motorized shopping carts for shoppers with mobility impairments, specially-designed shopping carts with infant carriers, and rug shampoo rentals. The modern store also features state-of-the-art equipment, energy-efficient lighting and environmentally safe refrigeration.

"We believe our new Market Creek Plaza store offers everything and more of what customers are looking for in a supermarket," Hirz said. "Best of all, at Food 4 Less we offer it all at the lowest possible prices."

Market Creek Plaza shoppers are sure to enjoy Store Director Miguel Bonilla, who previously managed the company's store in El Cajon. Bonilla will manage a crew of 100 employees, including more than 50 new-hires from the community. To ensure excellent customer service many of the new hires have completed a 40-hour training course offered by the Bayview Community Development Corporation (CDC) and received on-the-job training at other San Diego-area Food 4 Less stores.

"I'm excited to show off our new store and serve the residents of the Diamond Neighborhoods," said Bonilla. "Our store team is ready and eager to serve the needs of our customers and to be the best supermarket in San Diego."

A number of special events have been scheduled as part of the store's grand opening celebration, including a sweepstakes with a grand prize trip to Hawaii. Other events include free food samples, face painting, and costumed character appearances throughout grand opening weekend, and a free children's "moon bounce" ride on Saturday and Sunday.

In celebration of the grand opening, the United Youth Leadership Community, a group of local youth serving agencies, will receive a $2,500 donation from Food 4 Less' charitable organization, The Ralphs/Food 4 Less Foundation. In addition, Food 4 Less pledged it will continue to work with the Jacobs Center for NonProfit Innovation, which is responsible for coordinating the Market Creek Plaza development, to assist in improving the Diamond Neighborhoods.

Hirz welcomed the opportunity to assist the community. "We believe in being an active and supportive member of the community," he said. "It is our intention to be a good corporate citizen in the Diamond Neighborhoods area. We are open to new ways to meet community needs and to participate in community initiatives."

The new store will be open to serve residents from 6 a.m. till midnight daily.

Market Creek Plaza is the innovative commercial and cultural development project coordinated by the Jacobs Center for NonProfit Innovation, the action arm of the Jacobs Family Foundation. Located at the intersection of Market Street and Euclid Avenue, the 20-acre Market Creek Plaza is being planned and built in partnership with local residents, businesses and organizations. In addition to Food 4 Less, the plaza will also include a retail center, a multi-screen movie theatre, a 500-seat amphitheater and a center for events and conferences.

Food 4 Less opened its first warehouse-format supermarket in 1988 with a philosophy to give consumers the highest possible quality and selection at the lowest possible price. In just 12 years of operation, Food 4 Less has become a recognized industry leader in developing and operating urban and price-impact warehouse stores, offering supermarket quality at low warehouse prices.

Food 4 Less operates warehouse-style stores under the banners Food 4 Less (88) and Foods Co (11) California, and PriceRite (5) in Nevada from its headquarters in Los Angeles, California. Food 4 Less is a division of The Kroger Co., the nation's largest grocery retailer, headquartered in Cincinnati, Ohio.

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