The Des Moines Register from Des Moines, Iowa • Page 40

The Pes Moines Register Monday, Jtxv 6, 1WS 3B Identity crisis? Name of new kid on block coming V' a', vaT I hV- There's already been some change at the Super Ones. The old bag-your-own groceries practice is gone, replaced by Albertson's practice of providing bagging and carry-out service. industry calls "home meal replacement," a variety of prepared or easy-to-prepare meals and foods designed to cut down on meal preparation time and to fit into today's busy lifestyles. Overall, Enochson said, Albertson's focuses on service and keeping prices as low as possible, without sacrificing quality. Enochson said Albertson's stores typically employ 150 to 200 full-time and part-time employees.

She said the company wants to retain as many Super One employees as possible. Albertson's will bring a new element to the market a national competitor battling for business with the Iowa-based Hy-Vee, Dahl's and Fareway chains and other stores. Hy-Vee and Dahl's have the most stores in the area, by far a total of more than two dozen between them in Des Moines and its suburbs. In the fiscal year ending Jan. 39, 1998, Albertson's had sales of $1 1.7 billion and profits of $517 million.

By comparison, West Des Moines-based Hy-Vee reported sales of $2.9 billion in fiscal 1997. Hy-Vee, which is privately held, doesn't report its profits. However, Forbes magazine estimates them at about $29 million. Hy-Vee operates more than 210 food, drug and convenience stores in seven states and employs about 40,000 people. Albertson's work force is about 94,000.

Albertson's stores are described as full-service, one-stop-shopping food and drug stores. By WILLIAM RYBERG RMilSTKR Bl'SIXKSS W'HITKR Albertson's Food Drug, one of the largest supermarket chains in the country, already has a stealth-like presence in the metropolitan area. But its name is expected to debut early next year, and the chain could have up to seven stores in the market within three years. Albertson's Inc. of Boise, Idaho, announced in January that it would enter the Des Moines market and planned to build several stores in the area.

Then, in April, Albertson's said it was buying the three Des Moines area stores operated under the name Super One Foods and owned by Miner Inc. of Hermantown, a suburb of Dulut h. Jenny Enochson, a Albertson's spokeswoman, said the Super One purchase allowed Albertson's to enter the market much quicker than by building all of its stores from the ground up. But Albertson's still has plans for more stores. Enochson said Albertson's expects to open an additional three to four stores in the market in the next two to three years, and is currently looking for locations.

The Super One deal has been completed and the Super Ones are now operating under Albertson's supervision, but still under the Super One name. Enochson said Albertson's will begin remodeling the stores soon into the Albertson's format. Super One was a no-frills operation. But, Albertson's stores are described as full-service, one-stop-shopping food and drug stores. The conversion is expected to be completed in January or February, when the stores will be officially christened as Albertson's.

The stores will remain open under the Super One name during the remodeling. Des Moines is Albertson's first To Tub Kkcistrk Albertson's will bring a new element to the greater Des Moines market a national competitor battling for business with the Iowa-based Hy-Vee, Dahl's and Fareway chains and other stores. meat and groceries. The normal lineup includes a bakery, a deli, a cut-to-order section in the meat and fish department, video rental, film developing, floral department, pharmacy, liquor department and in-store banking. "Our goal is to provide services and convenience for customers to help them save time and possibly eliminate additional trips or errands they may otherwise have to do," Enochson said.

Albertson's, like many of its competitors, also offers what the There's already been some change at the Super Ones. The old bag-your-own groceries practice is gone, replaced by Albertson's traditional practice of providing bagging and carry-out service. The stores are located at 100 Army Post Road and 3400 E. 33rd St. in Des Moines, and 3799 86th St.

in Urban-dale. Unlike Super One's no frills atmosphere, Albertson's are full-service stores with wide aisles, bright lighting and as is the case with many other big supermarkets an array of products and services beyond entry into Iowa, and is part of a corporate strategy of expansion into new territory. Inroads into Iowa, Missouri and Tennessee represent expansion plans toward the east and northeast. Enochson said she isn't aware of any plans for Albertson's to enter other Iowa cities at this time, although, she says, that would make sense in the future. In Des Moines, the Super Ones that Albertson's bought cover about 63,000 square feet of space each, and additional stores will be about the same size, Enochson said.

Advertising Reporter William Ryberg can be reached at rberbnew. dmreg.com or (515) eye on Dahl's smaller chains in markets besides Des Moines, as part of its expansion strategy. Relatively recent purchases include Buttrey Food and Drug Stores, which operates 43 stores in Montana, North Dakota and Wyoming; Seesel's, a 10-store chain in Memphis, and Smitty's, a 10-store chain that operates primarily in Springfield, Mo. (It's not related to the Smitty's supermarket on Des Moines' east side). Overall, Albertson's operates more than 900 stores in more than 20 states in the West, Midwest and South.

William Ryherg Albertson's had It turns out Albertson's which recently bought three Super One stores in Des Moines apparently had other purchase Ideas on its mind, too. In an interview a few weeks ago, Ken Stroud, president of the Des Moines-based Dahl's supermarket chain, said an Albertson's representative contacted him last winter about buying Dahl's, which operates 1 1 stores, all in the Des Moines area. But Stroud said he told Albertson's that Dahl's wasn't for sale, and the talks didn't go any further. An Albertson's spokesperson would not comment. Albertson's has been buying Wamboldt, FlynnWright; House Chair, Chancey Mon-tang, Customized Newspaper Association; House Chair Elect, Jane Sims, KCCI TV; Director at Large, Carol Miller; Director at Large, Dave Sanderson, Wesley Day Advertising; Legislative Chair; Jerry Hadenfelt, Meredith Long Range Planning, Terry Stoffer; Past President, Samara Garton, Relationship Marketing; Executive Secretary, Diana Barratta, The Principal Financial Group.

Advertising Professionals of Des Moines is a group that supports all aspects of the advertising business through local, district and national involvement. For more information about Advertising Professionals of Des Moines, please contact Debbie Landon at 243-2845 or Nicole Merrett at 288-2828. New AdPrOS board The Advertising Professionals of Des Moines have elected a new board of directors for 1998, naming Kristin Millhollin Siberz of Norwest Bank as president. Other key officers: 1st Vice President, Annie Meacham, Iowa Natural Heritage Foundation. 2nd Vice President, Aaron Kennedy, FlynnWright.

TreasurerSecretary, Angie Lee, John Deere Credit. Other positions include: Membership Chair, Debbie Landon, FlynnWright; Membership Chair Elect, Nicole Merrett, Shazam; Programs Chair, Angie Ossian, The Des Moines Register; Programs Chair Elect, Paul Schleuter, RynnWright; Communications Chair, Colleen Devlin, StPPl Works: Communications Chair Elect: Lisa I tA.