by Patricia Paris
posted May 17, 2008
A new traffic light marks the entrance. The sheer size of the megastructure hints of something different, something special.
I have been following the Super BI-LO's construction progress since Store Manager David Leatherwood got my attention one busy shopping day and pointed with pride to the artist's rendering on display in the "old" store.
Today I was finally getting a preview. As soon as I walked through the door and saw the broad sweep of gleaming hardwood floors, I knew Chattanooga had not seen the likes of this.
This is no ordinary supermarket.
The spacious 57,000-square-foot Super BI-LO, located on Hixson Pike next to the bowling alley, will celebrate its grand opening on Wednesday.
Mr. Leatherwood and Co-Marketing Manager Michael DeWeese, both long-time members of the BI-LO core "family" from the old BI-LO just down the road, were beaming.
"Well, what do you think? Can you believe this?" asked Mr. Leatherwood.
Mr. DeWeese nodded in agreement and added, "It's amazing. It really is. I'll show you around."
We followed the expanse of hardwood flooring toward the dining area tucked into a corner near the front of the store. Wi-fi'd for laptops and with a selection of fresh coffees from tall decanters, it has a coffee shop "feel" to it. Customers can bring their laptops and relax over a cup of fresh coffee, freshly made pastries, or a made-to-order sub from the deli.
I paused near the display of Original Carvel Ice Cream Cakes and wrote on my pad "Carvel Ice Cream Cakes" for no particular reason.
Mr. DeWeese gave me the full tour, pointing out special features such as a butcher case, expanded lines of natural and organic foods, seafood, International and ethnic foods, fresh to-go salad bar, and four aisles of frozen foods.
The bakery and deli are no longer combined. The two separate areas offer much wider selections than the usual grocery store standards. At the deli, I noted a soft drink machine and sub sandwich menu board that rivals most specialty sandwich shops. The bakery boasts a full scale bakery case as well as a full line of Bluff View breads, pastries, and Rembrandt coffee.
The promotional "seasonal" aisle is stocked with flip flops, summer hats, and poolside accessories.
When they finish stocking the extensive produce section, it will carry over 600 SKUs of fresh produce. Six hundred? I didn't know there "were" over six hundred. I think I can count to about 50 or 60 off the top of my head.
Near the rear of the store, I pointed to a flat screen TV monitor above my head and asked, "What is 'that'?" He explained that it was BI-LO TV, or as they call it, BTV, which announces certain sales and specials. BTVs are located above some of the check-out counter aisles also.
I was most curious about the tall, automated kiosks that appear at first glance to be a cross between an ATM machine, a Northshore parking meter, and Rosie the Maid on The Jetsons, with the words "My BI-LO" across the top. It was explained as a Personal Shopper's Assistant. You can ask it for just about anything and it will respond. For example, if you need a recipe, store map, information on bonuscard savings, price check, or meal of the week, it will supply it. Or you can simply call for assistance and a BI-LO employee will come to the kiosk and assist you. I walked away from the new-fangled contraption with a new recipe for Triple-Corn Chowder, complete with nutrition table.
Once the tour was over, I took a few pictures and returned to the Original Carvel Ice Cream Cake freezer display and lingered for a few moments, while all around me a virtual army of staff busied itself stocking shelves and adding finishing touches.
Walking to my car, I smiled to myself at the memory of a book signing event several years ago, just prior to Christmas, at the "old" BI-LO. The doors on either side of the lobby kept opening and local writer Michael Williams and I were so cold we could see our breath. Seated across from the bobbing snowman in the giant "snow" bubble, we drank hot cider and rubbed our hands together for warmth while we peddled our books.
Christmas music blared above the din from a boom box placed discreetly behind a wrapping paper display. In spite of the numbing cold, we had a great time.
A pick-up truck pulled up close and interrupted my thoughts. The driver leaned out and asked, "Are they open yet? I saw all the cars here. I want to make sure they're going to still carry my JFG Coffee….it's kinda hard to find, you know." The friendly gentleman gave his name and proudly identified himself as a retired Tennessee state trooper. He still wore the hat. Before he drove away, he asked if I knew about certain employees, making sure they, too, would be part of the transition next week from the old store to the new.
"I've been going to that store down the road for nearly 30 years…and I know everybody there. They would be hard to beat."
I explained that the cars belonged to the many workers readying the store for opening. He said he might see me on the 21st. I told him I had already started my shopping list. Original Carvel Ice Cream Cake already tops the list.
With all of its impressive bells and whistles, this new store's greatest attribute will be its people. I've been impressed for years with the management and core staff at the old location on Hixson Pike at Adams Road, originally a Red Food Store. The service is always above and beyond the call of duty and the friendly, first-name atmosphere is filled with warmth and smiles. Requests for certain products always receive special attention. There has been minimal turnover among this outstanding team in the eighteen years I have shopped at this store, which I believe speaks well for both management and staff.
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BTV shows shoppers the latest specials
Photograph by Patricia Paris
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