LAS VEGAS — Hy-Vee is rebranding all of its Dollar Fresh Market stores into its traditional namesake banner, CEO Jeremy Gosch said during a Groceryshop keynote address on Thursday.
“One thing that we’re proud of — and ashamed of sometimes — is we’re not afraid to try things. We’ll get into things, and then we’ll get out,” Gosch said. The grocer had made transitions like this before, he noted, pointing to Hy-Vee’s decision to convert all of its Wahlburgers restaurants into Market Grille locations in early 2025.
Hy-Vee’s Dollar Fresh Markets, which launched in 2018, were the regional grocer’s attempt to take on dollar retailers. Back in 2021, then-Hy-Vee CEO Randy Edeker told Grocery Dive that the format emphasized fresh offerings because that’s where discounters are weakest…