About five months after opening its first storefront in Lynchburg, Super Dollar Discount Foods is set to open its second store today.
The president of the Abingdon-based grocery chain said the discount foods business is thriving as people seek deals on food.
“The economy puts a wind in the back of stores like Super Dollar,” said Steven Smith.
Lynchburg’s first Super Dollar Discount Foods store opened in The Plaza shopping center in late April. It had a huge opening day.
The new store is on Timberlake Road near the intersection with Old Graves Mill Road.
Super Dollar Discount Foods carries store brand foods and some national brands with savings of 30 to 40 percent, Smith said. It provides the savings in part by being a limited selection store, carrying fewer products than a fully stocked store.
The company chooses what to stock when it finds deals with manufacturers to pass a lower price on to its customers. “If it means not carrying a (certain) product all the time, that’s where we’re going to position ourselves,” Smith said.
“We do carry national brands, … but we’re going to put the items on there that we’ve got the very best deals with,” Smith said. “It might be Kraft mayonnaise this month, but if we get a better deal with Hellman’s next month, it’s going to be Hellman’s next month.”
The stores also save money by having a smaller staff, about 35 employees for a new store, since they do not have a bakery.
Super Dollar’s parent company, K-VA-T Food Stores Inc., started looking into the Lynchburg market about two years ago, Smith said. It chose The Plaza because of the center’s proximity to residential areas and traffic at the Greater Lynchburg Transit Company bus transfer station, Smith said.
“We’re very pleased with our first store in Lynchburg. We would hope to be very pleased with our Timberlake store,” Smith said.
Around the time the first Lynchburg Super Dollar opened, the company signed a lease on its second location, a former Winn Dixie store by Harbor Freight Tools.
“We knew that to go into a city the size of Lynchburg, you need at least two stores to be able to service the city,” Smith said. “When we came into Lynchburg we were looking for multiple locations. These are the first two to come about.”
Smith would not say whether additional Lynchburg-area stores are in the works. “Certainly we’re always looking for locations,” he said. “If we can find locations that meet our requirements, anything’s possible.”
The Timberlake store is the 13th Super Dollar operated by K-VA-T Stores. The company also operates the Food City chain.
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