Kroger puts new stamp on ‘Fresh Fare’ store

In October, Kroger reopened its famous “Disco Kroger” at 3330 Piedmont Road, with a new concept called “Fresh Fare.”

In the outside signage, the words “Fresh Fare” where much larger than a tiny “Kroger” sign.

But Monday, Cincinnati-based Kroger Co. reversed the prominence of the names, adding a huge “Kroger” sign.

“Consumer research has indicated that some customers did not recognize that the Fresh Fare store [on] Piedmont Road was part of the Kroger family of stores,” wrote Glynn Jenkins, a Kroger spokesman, in an e-mail.

Kroger spent $5.5 million transforming the store into a “Fresh Fare” concept. At the time, it was only the fifth such store nationwide and first in Georgia.

The store will still focus on organic and prepared foods, fine wines and rare olive oils as well as traditional grocery store staples.

— Rachel Tobin Ramos