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Truckee Safeway to get ‘lifestyle’ makeover

Truckee’s Safeway store is getting a facelift.

Construction started this week at the grocery store on Donner Pass Road to create a more comfortable shopping experience for customers. When completed by the target date of July 28, the store will have received a complete makeover, and will likely include a Starbucks kiosk and a deli counter.

All of the Safeway stores nationwide should be remodeled by the end of 2008 in a “lifestyle store format” to improve the store’s ambiance, said Tyler Carlson, first assistant manager of the Safeway in Truckee. He said the Truckee store hasn’t been updated in more than five years.



“Everything from the walls to the lights” will be renovated in the remodel, he said. The store will remain fully-functional during construction, as the majority of the work will take place at night, Carlson said.

Safeway staff conceded that dust and clutter from the construction might create more of a challenge to customers during the busy Fourth of July weekend.



The Safeway in Kings Beach recently underwent the same transformation.

Safeway’s restoration comes in response to the changing lifestyle habits of its customers, said Esperanza Greenwood, Safeway’s public affairs manager.

“Our customers are looking for healthier fresh produce and we’re delivering,” Greenwood said.

People want to eat healthier and buy more organic goods, she said. Many of the newly remodeled stores now offer a larger seafood selection and bakery departments. Ready-to-serve meals such as rotisserie chickens and organic items are also in high demand, she added.

The Truckee store will be reorganized and more product displays added. The color palette will include darker earth tones, and soft, dimmer lighting will replace the harsh halogen bulbs to provide a low-keyed atmosphere, Greenwood said.

A grand re-opening of Safeway is slated for July 28, she said.

In a town with two supermarkets, the Safeway makeover will put pressure on Albertsons to keep up with its competitor. The Albertsons stores in Tahoe City and Truckee were acquired in February by Save Mart Supermarkets

A Modesto-based food chain, Save Mart bought 132 Albertsons grocery stores in Northern California and Nevada. No changes are expected within the next few months as the store transitions from one owner to the next. Save Mart did not return calls before the Sun’s deadline Tuesday.


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