Hy-Vee, a grocer that’s operated in the Midwest for more than a century and identifies itself as proudly rooted in that region, is betting its “helpful smiles” approach is ready to drop in and conquer new markets.
The company has seen sales increase dramatically during the pandemic, Edeker told Grocery Dive in a recent interview, and now it’s pressing its advantage and moving rapidly into new territories in a plan that’s as potentially rewarding as it is risky. Hy-Vee, which has pushed slowly into new states surrounding its Iowa home base over the years, will now establish beachheads across four new states by 2023.
The campaign opens with the new distribution facility and seven stores targeting major cities in Indiana and the Southeast, according to the Register’s report. Hy-Vee will then look to build store density in these markets, with a roadmap for 21 stores by 2025 and more beyond that, Edeker said in the video, which was posted on Dec. 8.Grocery Dive