Jacksonville, Florida, January 22, 2026
Southeastern Grocers has rebranded to The Winn-Dixie Company, focusing on its core markets in Florida and southern Georgia. This transformation includes a new logo and marketing strategy aimed at enhancing customer experience and operational efficiency while divesting from other regions. With 130 grocery stores and a ‘sweet-and-sassy’ marketing tone, The Winn-Dixie Company is set to strengthen its presence in Jacksonville’s grocery sector.
The Winn-Dixie Company: Revitalizing Jacksonville’s Grocery Scene
A look at the rebranding of Southeastern Grocers and its impact
Jacksonville, Florida – Southeastern Grocers has made headlines with its rebranding to The Winn-Dixie Company, signaling a bold strategy aimed at revitalizing its operations and enhancing customer experiences. This fresh identity, alongside a new logo and the catchy tagline “Bring Home More Good,” not only underscores the company’s dedication to modernizing the grocery shopping experience but also highlights its deep roots in Florida.
This rebranding aligns with Southeastern Grocers’ recent strategic decisions to concentrate on its core markets. In late 2025, the company announced its intention to divest from several markets beyond Florida and southern Georgia, resulting in the sale or closure of 32 Winn-Dixie stores and eight Harveys Supermarkets across regions such as Alabama, Georgia, Louisiana, and Mississippi. Expected to be completed by year-end 2025, these crucial transitions indicate a meticulous focus on optimizing business for sustainable growth.
Focusing on Core Markets
The decision to refocus on Florida and southern Georgia comes as The Winn-Dixie Company aims to consolidate its resources and efforts to enhance customer satisfaction and improve operational efficiency. With approximately 130 conventional grocery stores and 140 freestanding and grocery-adjacent liquor stores remaining in these markets, this strategy ensures that the brand can serve its loyal customer base effectively while constructing a solid foundation for future development.
A Fresh Marketing Approach
Accompanying the rebranding is a comprehensive marketing overhaul that employs a “sweet-and-sassy” tone. This innovative approach spans various platforms, including new television commercials and an enhanced social media presence, designed to captivate customers by fostering a strong community connection.
Impacts of Strategic Divestiture
The divestiture of stores outside core markets allows The Winn-Dixie Company to streamline its operations, reduce overhead costs, and concentrate on regions where it has an established brand identity. This decision may ultimately prove beneficial for local employees and suppliers while enhancing the company’s competitiveness in a dynamic grocery landscape.
The Road Ahead
As The Winn-Dixie Company embarks on this transformative journey, it stands well-positioned to strengthen its market presence in Florida. The emphasis on enhancing the customer shopping experience reflects an understanding of modern consumer behavior and sets a promising outlook for the brand’s future.
Key Takeaways
The rebranding of Southeastern Grocers to The Winn-Dixie Company indicates a crucial shift towards operational optimization and customer engagement. This significant transition, fueled by strategic divestitures and a renewed marketing strategy, showcases the potential for growth and revitalization within Jacksonville’s grocery sector.
Local entrepreneurs and business leaders can take inspiration from this example as they navigate their paths through the evolving economic landscape. Supporting local businesses and fostering a pro-growth environment remains vital in shaping Jacksonville’s economic future.
Frequently Asked Questions (FAQ)
What is the new name of Southeastern Grocers?
The company has officially rebranded as The Winn-Dixie Company.
What changes are being made to the brand identity?
The company has unveiled a refreshed brand identity, including a new logo and the tagline “Bring Home More Good,” reflecting its commitment to modernizing the customer experience and emphasizing its roots in Florida.
Which stores are affected by the divestiture?
In October 2025, Southeastern Grocers announced plans to divest from markets outside Florida and southern Georgia, leading to the sale or closure of 32 Winn-Dixie stores and eight Harveys Supermarkets across Alabama, Georgia, Louisiana, and Mississippi. These transitions are expected to be completed by the end of this year, with all banner changes finalized by early 2026.
How many stores will The Winn-Dixie Company continue to operate?
The company will continue to operate approximately 130 conventional grocery stores and 140 freestanding and grocery-adjacent liquor stores in Florida and southern Georgia.
What is the company’s new marketing approach?
The rebranding includes a revitalized marketing approach, adopting a “sweet-and-sassy” tone across various channels, from new television commercials to an enhanced social media presence. This initiative aims to engage customers more effectively and reflect the company’s renewed focus on community and customer engagement.
Key Features of The Winn-Dixie Company
| Feature | Description |
|---|---|
| New Name | The company has officially rebranded as The Winn-Dixie Company. |
| Brand Identity | Unveiled a refreshed brand identity, including a new logo and the tagline “Bring Home More Good,” reflecting its commitment to modernizing the customer experience and emphasizing its roots in Florida. |
| Divestiture | Announced plans to divest from markets outside Florida and southern Georgia, leading to the sale or closure of 32 Winn-Dixie stores and eight Harveys Supermarkets across Alabama, Georgia, Louisiana, and Mississippi. These transitions are expected to be completed by the end of this year, with all banner changes finalized by early 2026. |
| Operational Focus | Will continue to operate approximately 130 conventional grocery stores and 140 freestanding and grocery-adjacent liquor stores in Florida and southern Georgia. |
| Marketing Approach | Adopting a revitalized marketing approach with a “sweet-and-sassy” tone across various channels, from new television commercials to an enhanced social media presence, aiming to engage customers more effectively and reflect the company’s renewed focus on community and customer engagement. |
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Author: STAFF HERE JACKSONVILLE WRITER
The JACKSONVILLE STAFF WRITER represents the experienced team at HEREJacksonville.com, your go-to source for actionable local news and information in Jacksonville, Duval County, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as the Jacksonville Jazz Festival, Riverside Arts Market, and World of Nations Celebration. Our coverage extends to key organizations like the Jacksonville Chamber of Commerce and JAXUSA Partnership, plus leading businesses in logistics, healthcare, and entertainment that power the local economy such as CSX Corporation, Baptist Health, and VyStar Credit Union. As part of the broader HERE network, including HEREOrlando.com, HEREStPetersburg.com, HERETallahassee.com, and HERETampa.com, we provide comprehensive, credible insights into Florida's dynamic landscape.
