In my grocery store observation I chose to examine Food Lion, located 11712 Jefferson Avenue, Newport News, VA and Farm Fresh, located at 11712 Jefferson Avenue, Newport News, VA. In my analysis of both stores I observed them on the same day with in the same hour. In this audit I will compare and contrast and give my personal recommendation to which store deserves your business. In comparing both stores I found very few similarities other then both sale groceries at reasonable prices. Both stores had adequate staff working at the registers and staff to stock produce.
Each store had numerous registers open for quick checkout. That is where the similarities end. In my audit I had two methods of evaluating both stores, the first was comparing prices of the same generic items and the next method was grading them on a scale of one to five in four different categories. In the first method of evaluation of pricing I chose five essentials items that every house holds buys which are: milk, bread, eggs, hamburger, and lettuce. Farm fresh was cheaper in all categories except the lettuce, food lion offered it at 1. 19 (only with an MVP card, original priced at 1. 9). Farm fresh prices are as follows: one gallon whole milk was 3. 25, white bread 1. 09, dozen eggs 1. 32, one pound of hamburger 4. 08 compared to food lions: milk 3. 75, bread 1. 99, eggs 1. 58, and hamburger 4. 78. The next evaluation system was the grading on a scale of one to five, five being the highest. The categories that I felt that are the most important to customers are Cleanliness, Customer Service, Layout and Displays, and Diversity of Selection. The first category was Cleanliness; food lion received a 3 where farm fresh got a five.
My experience started from the parking lot and then the store. I found numerous trash on the inside and fast food wrappings outside; also there were a lot of carts throughout Food Lions the parking lot. Farm Fresh was very clean and no carts where outside. The next category was Customer Service; Food Lion received a 3 where Farm Fresh received a 5. Immediately as I walked in to Farm Fresh I was greeted and welcomed to the store. In Food Lion there were employees standing around socializing with each other. Also in both stores I asked an employee where I could find their organic section.
Farm Fresh employee walked me to the section where Food Lion pointed and told me which isle. At check out Farm Fresh wrapped all meat products in paper so that is does not leak in the bag, where Food Lion stuffed the meats all in one bag. The third category was Layout and Displays, Food Lion received a 4 and Farm Fresh received a 5. Farm Fresh displays where more neat, original, and artistic where Food Lions was average grocery stores display of products. The last category is Diversity of Selection. Food Lion received a 3 and Farm Fresh got a 5.
In these category Farm Fresh’s vegetables, organic section, meats, and wines selection was three time bigger then food lions. Farm Fresh’s deli and seafood section had huge selection of fresh meats also. In the end Farm fresh blew Food lion out of the water in price, selection, cleanliness, and customer service. I would recommend hands down Farm Fresh to my friends and family. The only thing I could say for Farm Fresh that needs to improve on is for their employees to be more proactive when they see a customer looking for something.
They should ask customers if they found everything ok or suggest products that have coupons. Food Lion needs improvement in all categories if it is going to compete with Farm Fresh. They need to update, modernize their store by updating their checkout scanners like Farm Fresh has. They need to have a bigger organic section to satisfy today’s growing number of health conscious customers. The most important thing Food Lion needs to improve on is cleanliness and customer service skills.