Business: Publix is betting you'll switch

Publix Super Markets Inc. has the packaged-goods industry chattering about the launch of an unusual national brand comparison challenge.

Beginning April 26, the Lakeland-based chain will offer a buy-one-get-one-free deal for selected national brand products matched with the Publix label version of the same product.

It's an attempt to convince shoppers Publix brands are as good as popular national brand rivals sold on the same shelf at a 20 to 30 percent higher price.

The first week's products will include a 64-ounce container of Welch's grape juice, an 18.2-ounce box of Kellogg's Raisin Bran Crunch and 12-ounce package of Thomas' English Muffins. Buy one of them during the promotion and Publix will toss in its version free.

Grocers typically get up to 20 percent of their business from their own store brands, some of which are made by the same manufacturer but more often are not. In recent years most grocers stepped up the quality and promotion of their own private-label products as part of their chain's overall brand image. It's a trend some experts think corrodes the future of national brands.

Publix risks alienating some big vendors who typically bankroll much of supermarket ad budgets. But many customers loyal to the national brand will likely switch to the Publix brand.

"As regards the relationship between Publix and national brands," wrote Liz Crawford, vice president of Minneapolis market research firm Iconoculture, on RetailWire, an industry Web site, "let's just say that this doesn't make for cozy pillow talk."

Publix, a business that provides branded products access to its customers, sees the competition as healthy.

"Ultimately, it's really all about providing the best quality products for our customers," said Maria Brous, Publix spokeswoman.

Publix tested the promotion last spring in 100 stores in Alabama and in Hillsborough and Pasco counties. Enough shoppers switched to the Publix brand for the chain to expand the offer this spring to all 900 stores.

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by Shirley	05/17/07 07:26 AM
I am trying to send an email to the Publix corp. We only have a Walmart & Food Lion. We need another grocery store in this town. Is there any chance in getting a Publix? jasamine@blomand.net

by Ms P	04/24/07 01:57 PM
Here in Georgia there are NINE Publix within a 10 mile radius of me, who compete with Wal-Mart, Kroger and Super Target. I shop them all except the ANTICHRIST ran Wal-Mart. I go wherever I can get the best deal using coupons, PERIOD. Go 4 it Publix!!

by sue	04/24/07 01:05 PM
Compare with the atmosphere of Walmart, (in certain area) it is true where it said shopping at Publix is pleasure, but not for the price!!!!!!!!!!!!!

by Tom	04/23/07 07:37 PM
After shopping with Publix for 30 Yrs. Frankly I think "Publix " is a national brand it is all that I buy when available

by paul	04/23/07 05:17 PM
i always go to save a lot for food

by GiGi	04/23/07 02:41 PM
Publix in FL is much better than Publix in Atlanta, where I used to shop...I MISS HARRY'S!!!For comparison,I would LOVE to have a Weggman's in FL,an outstanding grocery store chain up North. The PITS=WinnDixie and Food Lion!

by unknown	04/23/07 11:19 AM
I think this is a very good ideal.Most customers do not know that private label products are as good as or better than most national brands.At a lower price.

by BILL	04/17/07 08:25 PM
you want more business? remember the old saying! you can catch more bee's with honey then with vinager.

by Roger	04/17/07 11:59 AM
Hey mikey and RF, those comments are expected from those who have New York License plates on their cars. I think that the St Pete Times is one of the best newspapers. After hearing from you, I more than glad to be out of Florida....

by Tom	04/17/07 11:08 AM
Publix offers organic milk at half the price of the name brand, making it affordable to drink. Love 'em!

by Frances	04/17/07 11:06 AM
I would give anything to have a Publix in my town but we have to be satisfied with a Winn Dixie and Wal-mart. I drive 50 miles to shop at Publix once a month

by Dave	04/17/07 08:36 AM
The irony is A LOT of time the national brands cost less than private brands, but grocery stores like this do not share that with us, they bank on it! U don't save, you get ripped either way!

by Todd	04/16/07 07:45 PM
This is just one more way Publix puts customers first. I am tired of hearing about the guy who lost 25 cents. He is probably the one who was too busy talking to bag my groceries. I am glad a company finally is making employees do their job or else

by J	04/16/07 03:36 PM
Consumers usually get what's on sale and cheap. Sometimes it's the store brand, sometimes not. Most people are not "loyal". They go to the stores that are saving them money at THAT time. After all, you need that extra money for rising insurance, eh?

by Douglas	04/16/07 03:10 PM
From a consumer point of view I applaud Publix. If I were the name brand manufacturer, Publix would no longer get the best programs and advertising fees we had to offer. It is a two way street. Publix can't discontinue the category leaders.

by Bob	04/16/07 01:36 PM
I love Pulix Brand Juices and especially their cranberry and Grape juice. Publix stands for quality- a great store with great employee's.

by James	04/16/07 01:21 PM
Lets look at this differently, Publix's brand distribution charges and cost is the same as the national brands yet the store brand costs less. Means Publix doesn't make any $ off this promotion, and in the end they will lose more. U Save at Publix.

by Curtis	04/16/07 01:04 PM
See if you can find how this program is funded.

by Bob	04/16/07 12:59 PM
Harrys and Kroger have more items to choose from plus Publix is higher priced. You might as well go to Wal-Mart in Atlanta instead of Pulix. Whats the difference when it comes to variety?

by mikey	04/16/07 12:46 PM
Roger, We're glad too!

by Joanne	04/16/07 12:39 PM
I am looking forward to the "test", and am betting that Publix proves its point.

by RF	04/16/07 12:38 PM
If you are so glad you're out of Florida, Roger, why are you reading our newspaper?

by David	04/16/07 12:04 PM
My wife will be thrilled. She's a long time loyal Publix customer and she loves a good price... especially the buy 1 get one free. Competition is in all avenues of business these days and I admire Publix for having confidence in their products.

by Fred	04/16/07 11:11 AM
I have lived all over the country and shopped in many different stores. Publix is the very best. From sevice to product choice and overall pricing no one else even comes close. Their store brand is excellent.

by Roger	04/16/07 11:07 AM
Thought I would miss Publix, but Frys's in Tucson beats everyone, anywhere...glad I'm out of Florida

by lauren from Alonso	04/16/07 09:25 AM
i guess thats pretty cool.... Ima go to publix today and try out some of there products and then I will see if I'll pick the publix products over the high end brands. Anyways good job on the article!!! :)

by Lauren from Alonso	04/16/07 09:24 AM
yah publix is kinda expensive i think im gonna try Walmart too !!! :)

by Kelsey	04/16/07 08:44 AM
This is amazing!!!

by Kimberly	04/14/07 01:19 AM
There arent too many stores left to shop at and still be treated like a human.I dont see it as being more expensive. You get what you pay for and if you want junk/cheap you can get it elsewhere.I love the idea they already do b1g1 why not their own!

by Sharon	04/13/07 11:26 PM
Is this their way of combating the negative publicity about cutting the low-paid people's pay? Not giving a raise is one thing. Cutting pay of long-time workers on an individual basis is outrageous.

by Dawn	04/13/07 10:27 PM
I agree Paul!! I've been a Publix shopper for years now and won't go to any other store. It's great to be able to walk into a store where the employees are pleasant and there is a high standard of cleanliness! Their store brand is good stuff!!

by John	04/13/07 09:42 PM
You people complaining about Publix should live in a city without a Publix! I live in Pensacola, after 16 yrs in Tampa. There's only NASTY Winn Dixie's and Filthy Food World's here! AWFUL! I would LOVE to have a chance to shop at Publix again!

by steel	04/13/07 08:53 PM
Publix used to be higher priced years ago but now they are very competative & thier brands are as good if not better than any name brand. I can't say the same for Walmart, Winn Dixie, Kash & Karry or Albertsons.

by florida cracker	04/13/07 08:33 PM
i don't see the problem here. publix can do any promo it sees fit. i daresay the name brands will survive. and publix will capture some of the "name brand only" market. i ALWAYS buy store brands, except for DUKE mayo. store brands are just as good!

by sharon	04/13/07 08:24 PM
Publix is the best!!!! All the other grocery stores are dirty. I buy alot of the Publix brand products and they are high quality. The staff is always friendly and they know me by name. They have a great meat and deli section. A

Publix is betting you'll switch

The chain is so sure you'll like their brand, they'll give you one free.