In an article I read their CEO was quoted as calling the OR & WA stores their Pacific Northwest division and the CA, AZ & NV stores their Pacific Southwest division. Maybe Haggen "Southwest Fresh"?submariner wrote:It'll be interesting to see if Haggen resurrects the TOP Foods name. But you're right, I'm not sure how Haggen stores will fit into a lot of these areas. Not to mention the prominent "Northwest Fresh" tagline won't work down this way.
Personally I think they're going to struggle. It's very difficult to introduce a new brand in this industry (recent examples would be Fresh & Easy or Raley's attempt to enter the Las Vegas and Albuquerque markets). They're not going to have enough stores in anyone major market except San Diego to have any kind of meaningful impact and if I was a betting man I would say that they will last for about five years.
And this is probably the precise reason Albertson's sold to them. They're hoping long term that they have eliminated a competitor by selling to a company that is very likely to fail.