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Lucky California

Country Base: USA
Industry/Sector/Keywords: Food, Retail Stores, Branded Environments, Shopping Experience
Below: Before and After Images in Slide Show, Summary, Credits

Industry Setting

In 2006, Save Mart Supermarkets acquired stores mostly in Northern California from Albertson’s, doubling the chain. As part of the agreement, the stores returned to the “Lucky” banner, which disappeared from California in the 1990s.

Albertson’s departure hinted at Save Mart’s competitive challenge. These traditional stores failed to grasp a rapidly growing market for food in the Bay area of Northern California. Save Mart sought a new strategic direction for its enterprise.

The brand strategy began with a recognition that multiple “Californias” exist. A deeper dive identified how Lucky could better serve the unique food culture and multicultural audience of the Bay Area.

Lucky California seeks to be a true reflection of how people eat in California, capturing the diversity of flavors and cultures.

The strategy led to a wide range of inter-related changes, including a new brand name, identity and store prototype, as well as internal culture tools and innovation programs. The new name, Lucky California, sets the tone for the brand’s identification with its marketplace. The new logo is an abstract aerial view of a California artichoke inspired by global motifs, its petals pointing inward as a symbol of coexisting cultures.

The prototype store represents a key site for brand reinvention. It embodies the future brand vision and is an innovation laboratory in a risk-averse industry. Curated, merchandised “hubs” create unique shopping experiences around specific eating occasions, while center store aisles have been re-zoned to manifest a multicultural product strategy, including integrating the “ethnic aisle” throughout the store. Expanded prepared foods embody the diverse flavors of California.

Lucky California transforms an under-performing traditional grocer into a relevant and exciting food retail brand. The prototype store has performed well and innovative thinking has energized the organization. The brand has garnered renewed attention among consumers who like the fresh look and flavors.

Client: Save Mart Supermarkets – Parent of Lucky Supermarkets – www.www.lucky-california.com
Co-President, and Chief Strategy & Branding Officer: Nicole Piccinini Pesco
Co-President & Chief Operating Officer: Steve Junqueiro
Co-President & Chief Financial Officer: Greg Hill

Brand Strategists/Designers: Shook Kelley – www.shookkelley.com

Project Team:
Principal: Kevin E. Kelley

Michelle Aitala
Jon Cairns
Meina Co
Sabrina Fan
Dynah Fojas
Kat Fon
Matt Hendon
Paula Garron Lopez
Jennifer Kim
Mokgadi Mokgobu
Michael Nicholls
Jennifer Ochoa
Giovana Pineda-Arce
Michael Powell, Ph.D.
Jacinta Tan
Yusuke Yokoyama

Other Firms Involved:

Fabricator: KRS
General Contractor: Huff Construction
Structural & MEP Engineers:
Kirkes Electric
Dehart HVAC & Plumbing
Key Refrigeration

Lucky California Country Base: USA Industry/Sector/Keywords: Food, Retail Stores, Branded Environments, Shopping Experience Below: Before and After Images in Slide Show, Summary, Credits

Lucky California supermarket concept opens near downtown Danville

Rebranded store focuses on locally sourced options, ‘better-for-you’ food

Uploaded: Wed, Jul 10, 2019, 4:14 pm 9
Time to read: about 1 minutes

Danville residents may have noticed a new shopping experience at their local Lucky Supermarket, with the grocery store recently renovated and rebranded as the Bay Area’s newest Lucky California supermarket.

The most recent of the Lucky California concepts launched in the Bay Area by Save Mart Companies, the parent company of Lucky Supermarkets, the new store on San Ramon Valley Boulevard offers shoppers locally sourced Californian foods, expanded pick up and go food services, and an environment that company officials say is inspired by the diverse culture of the region.

“I’m excited to offer Danville a fresh way to shop” store manager Mark Poston said in a statement. “With Lucky California’s expanded food services, unique offerings and great customer service, I am positive our stores and friendly team members will continue to provide a remarkable shopping experience for our customers and the community.”

Located just south of downtown Danville at 660 San Ramon Valley Blvd., the newly renovated store offers expanded grab and go food services like fresh salad and hot soup bars, unique food offerings from local vendors, and an expanded assortment of organic and “better-for-you” items.

To celebrate the grand reopening of Danville’s Lucky California, company officials “adopted” John Baldwin Elementary School, through Lucky California’s Adopt-A-School Program, which supports schools by providing resources like treats for teachers or donated books.

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Lucky California also teamed up with Kids Country — a Danville-based organization that provides out-of-school care to kids — and gave two $500 community donations to “enhance school programs and community services.”

Lucky has 70 store locations throughout the Bay Area, other Lucky California concepts are located in Dublin, Daly City and Carmel-by-the-Sea.

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Lucky California supermarket concept opens near downtown Danville

Rebranded store focuses on locally sourced options, ‘better-for-you’ food

Uploaded: Wed, Jul 10, 2019, 4:14 pm

Danville residents may have noticed a new shopping experience at their local Lucky Supermarket, with the grocery store recently renovated and rebranded as the Bay Area’s newest Lucky California supermarket.

The most recent of the Lucky California concepts launched in the Bay Area by Save Mart Companies, the parent company of Lucky Supermarkets, the new store on San Ramon Valley Boulevard offers shoppers locally sourced Californian foods, expanded pick up and go food services, and an environment that company officials say is inspired by the diverse culture of the region.

“I’m excited to offer Danville a fresh way to shop” store manager Mark Poston said in a statement. “With Lucky California’s expanded food services, unique offerings and great customer service, I am positive our stores and friendly team members will continue to provide a remarkable shopping experience for our customers and the community.”

Located just south of downtown Danville at 660 San Ramon Valley Blvd., the newly renovated store offers expanded grab and go food services like fresh salad and hot soup bars, unique food offerings from local vendors, and an expanded assortment of organic and “better-for-you” items.

To celebrate the grand reopening of Danville’s Lucky California, company officials “adopted” John Baldwin Elementary School, through Lucky California’s Adopt-A-School Program, which supports schools by providing resources like treats for teachers or donated books.

Lucky California also teamed up with Kids Country — a Danville-based organization that provides out-of-school care to kids — and gave two $500 community donations to “enhance school programs and community services.”

Lucky has 70 store locations throughout the Bay Area, other Lucky California concepts are located in Dublin, Daly City and Carmel-by-the-Sea.

Comments

I do hope they have re-trained the employees. In all the years I stopped by I’ve never met a worker who was friendly towards me, and actually looked like they enjoyed their jobs. My one word description of the workers would be Surly..

A smile goes a long way Cody, you should try it.
I’ve been a long time shopper and it’s always been a pleasant experience.

I thoroughly agree with Kathy. I shop have shopped there regularly for years and always find it a pleasant experience with helpful,friendly employees. Very happy to see the upgrades to the store as it was beginning to show it’s age. Now it looks great.

I’m with Kathy and Paul. I’ve been shopping there since it opened in the early 70’s and have only experienced friendly, helpful staff. It looks great now, love it!

I shop regularly at the Danville Lucky’s and have ALWAYS had friendly, helpful service! Especially the gal in the Meat Dept (Nancy?) who takes time to suggest recipes and which cut of meat to use. I like the remodel, and like that the store is not huge. Makes shopping easier. And do you know that now you can buy a cut of meat and they will grill it for you while you shop? They also now have hot lunches. burgers, fish tacos. in the Meat Dept.

The new remodel looks great! I look forward to shopping there. As a long time resident of Danville, I agree with the others about the friendly, courteous employees!

+1 for Cody. Tried the store maybe 5 times and gave up. Had issues with incompetent bagging every time (ie 6 pack of club soda on top of bananas. Tried pointing this out twice and got some mix of eye rolling, sighs and an attitude. The new concept sounds great. but not worth the entitled attitude of the employees.

I agree with ACE. Employees, with the exception of Dan who was fantastic, are horrible!! I would try to avoid “the sweaty lady” cashier who always looked like she was on a verge of a nervous breakdown, and the “Drew Carey lookalike” guy cashier who seemed stoned out of his mind. The bag boy, Scott, is very nice and a hard worker, and I hate seeing the cashiers being rude to him. I do not care how much Luckys spends on fancy ads and construction, unless they retrain their horrible cashiers I will continue to drive much farther to Safeway for better cashiers.

Hate the “flower” logo—-a California poppy would have worked better than the Asian attempt.

Lucky California supermarket concept opens near downtown Danville Rebranded store focuses on locally sourced options, ‘better-for-you’ food Uploaded: Wed, Jul 10, 2019, 4:14 pm 9 Time to