Target may be investing in expanding its offering of fresh food under its PFresh remodeling initiative, but it has a long way to go before it is considered a top grocery destination, at least according to a survey from Market Force Information.
The survey asked 6,428 U.S. and Canadian consumers in March to rate their favorite supermarkets on checkout speed, organic options, price, atmosphere, convenience and staff. When the results were tallied, Giant-Landover claimed the top spot followed by ShopRite, Walmart, Publix and Costco. It is unclear whether Target was offered as an option to those surveyed, but even if it was, it did not receive enough praise to warrant mention.
Of course the perception of Target as a grocery destination could change once the PFresh program is complete. By year end, more than 1,100 Target store will be operating under the PFresh format.
Back in April, Annette Miller SVP grocery for Target said of the expansion, ““By remodeling these stores, we bring an expanded offering of fresh food and added convenience to our guests in these communities.”