Shaw's cuts rewards card, joins price wars
Shaw's has become the latest big supermarket in the state to trim prices, following a similar move last week by Hannaford, as both major chains face competition from low-priced grocer Market Basket, a Massachusetts chain that plans to open its first Maine store in Biddeford in July.
Shaw's said Thursday that it will drop its rewards card program and cut prices on thousands of items, according to the Portland Press Herald.
Shaw's wants to relaunch itself using the "You're in for Something Fresh" advertising campaign, according to the newspaper, noting that this is the first major marketing change for the company since it was bought in January by Cerebus Capital Management. Shaw's has 22 stores in Maine.
Shaw's and Hannaford also are facing competition from nontraditional food outlets, including drug stores and dollar stores. Twenty years ago, about 86% of groceries were bought at traditional supermarkets, but that has diminished to 49%, according to data by Malone Commercial Brokers presented at the Maine Real Estate & Development Association forecasting conference in January.
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