ClownLoach wrote: ↑June 23rd, 2024, 9:50 pm
storewanderer wrote: ↑June 23rd, 2024, 2:17 pm
What is the use? The stores are too big, low foot traffic, and plenty of competition...
Rebranding anything is a non-starter. Nothing is getting rebranded to Bartell or Thrifty. Rebrands cost money. Many thousands for new signs (plus costs to deal with permitting, some cities getting approval of City Council, etc.). Bartell name means nothing outside the Seattle region. Bartell didn't have some magic profit generating formula. They barely made any money, that is why they ended up sold to Rite Aid... they sold before they were going to fail on their own... And given how many of these Bartell units Rite Aid closed, I can't help but wonder if Bartell contributed to Rite Aid going bankrupt.
At this point Rite Aid is an expert on new sign installations. One of the only projects they've successfully completed. Of course they're also an expert on sign removal now.
I do think there is something to be said for the Bartell and Thrifty brands if the stores were otherwise fixed and resembled the "good old days" of those chains. I do think CVS has experience with this. To this day they're still signing Hawaii as Longs Drugs and the merchandising is for the most part consistent with Longs. More food products, more gifts, local merchandise. They basically have the pharmaceutical department and pharmacy running as a CVS, they're using CVS equipment and decor, but the front end is still unmistakable as Longs. They are very productive and if I remember correctly they've opened more in very recent times.
So if CVS acquired the West Coast I could see Bartell being used at least throughout Washington state.
If Rite Aid keeps only California and leaves OR/WA, then I do think they have a chance of doing something similar to CVS/Longs HI and recreating a Thrifty operation.
There is less than zero equity in the Rite Aid brand in California. I think it has been forgotten that as bad as things were in the end days of Thrifty, the transition to Rite Aid was a colossal train wreck. Sloppy and long remodels to the dreaded slanted aisles. A completely broken freight flow operation that left stores for most of their first California decade with aisles blocked with stacks of shipping totes and empty shelves. Installation of cash registers decades older than whatever Thrifty had. Pharmacy staffing slashed in half. Horrible system problems with deleted pharmacy records, deleted insurance, expired product on shelves fresh out of that days trucks, and about 50% in stocks.
Rite Aid has been a joke operation since landing on the scene, and yet quietly their only real asset, their people, worked to make the stores better. They remodeled out those slanted aisles and ugly blue and pink interiors, they removed the harsh florescent tube lights, they fixed the in stocks, etc. But now that they're in bankruptcy they run the same way as when they arrived. Frankly what everyone else around the country is seeing at Rite Aid, they're seeing it the first time. For California especially, right now they're going out the same way they came in.
It is for that reason I do think a new name and new merchandise strategy for California is a good idea if they remain here. Because I think it's actually their last chance of survival. It doesn't even need to be Thrifty, but there was some anecdotal discussion that when they put those signs back up for ice cream they brought traffic in.