Fresco y Mas will debut in Central Florida Wednesday, transforming a Winn-Dixie store into a Hispanic supermarket with vibrant yellow signage, fresh-baked Cuban bread and a butcher slicing up special cuts of meat.
The store shows what the struggling supermarket chain is doing to regain relevancy and emerge from more than a decade of financial woes. The Fresco y Mas rebrand was announced as parent company Southeastern Grocers goes into bankruptcy — with plans to emerge in less than three months after erasing $500 million in debt and eliminating 94 underperforming stores, including three in the Orlando area.
So what’s the plan to save the bankrupt grocery company? Southeastern president and CEO Anthony Hucker said the strategy is to rebrand some stores under different banners such as Fresco y Mas to cater to specific neighborhoods.
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