Walmart Decor Packages, Reviewed and Ranked

Note: As of 12/26/2024, some images will not be embedded on the page until further notice. Please use the provided links instead to view section header photos.

Welcome back to the Shoppes at Battery Mill, where you can save money, live better, and tour retail history, all at the same time!

At the end of one of my recent posts, which was a ranking and review of Publix decor packages, I hinted at more such rankings being on the way to this blog. Now I don't have much to say on this matter, but I am following up on my promises by presenting to you the subject of the second installment: Walmart!

There are several reasons why I have chosen this retailing titan as a follow-up. In addition to its role in America's culture and economy, it is a chain I have had much experience with. As such, I have observed its decor packages to great extents. Some of these even bring back fond memories for me.

There also exist reasons why some may not want to dissect Walmart's decor history or choose a favorite. as they may not have shared good times while shopping at this retailer or may also argue that they have never excelled in interior design. To those points I both agree and disagree. 

Why I could agree is based on the fact that the discount department store sector has not always excelled in the decor department, save for Target. Like its rivals past and present, Walmart never stemmed from the luxurious roots of a true department store or leaned into theming as grocery stores or specialty big-box shops have. Even Walmart has relied on simplistic, flat overhead signage, those being examples that we may see as we take a journey through its history.

As for why I disagree: I belive there still were times where Walmart's teams thought outside the box and brought aesthetically pleasing decor elements, of which complemented many of the other sights and sounds you see at Walmart. Remember the fish tanks, in-store McDonald's, and dark blue fronts? Those were all wound together by the overarching signage, wall paint, and flooring surrounding you. Altogether, we will see what I believe replicated this philosophy the best, and what didn't. Though of those I am familiar with, Walmart's decors are well-documented, and are not too few nor too high in number for me to enumerate.

Before I begin, let's touch on today's criteria:

• I will continue to rely on most rules established in my Publix post. In short: this list is sorted by worst-to-best, there will be little layout analysis nor any focus on one-time decors, and I will set a benchmark as to not yet include vintage decor packages with little documentation existing.
• The earliest package featured will be "Project 79", which was ubiquitous in 1980s Walmarts.
• Unlike my Publix ranking, some minor decor variations will be counted here, regarding the Black Decors and Project Impact. 
• Black Decors 1.0 and 2.0 will include their mid-cycle revisions. These, however will be counted under their broader entries as I do not believe these changes demonstrate any significant differences in Walmart's direction, nor are these adjustments easily emblematic to every store they appear in.
  
• For Project Impact, I have grouped together the former and latter two iterations for their entries, as I believe that the switchover from round to flat signs makes a large aesthetic difference, and is a significant critical divide elsewhere in the retail fan community. I will still make note of each of their smaller facelifts made during the respective runs of those packages under their entries.
  
• I will only be covering Walmart's main United States store base. Other countries have had different decor package lineages than America's, despite sharing similar elements.
  
• Walmart spin-off brands, such as Neighborhood Market and Sam's Club will not be counted here.
  
• Small-scale remodels, such as those found in softlines and electronics, will not be listed due to them impacting less of the overall store.
• Sources are provided by Retailpedia, as well as other online retail bloggers and Flickr users.
  

With all that out the way, let's jump right in to my ranking!

#11: Project 79 (197x-198x)

Click here to view the Project 79 section header image. 

 

Presumably introduced around 1979, Project 79 was perhaps Walmart's first step towards having a cohesive interior design language. While it was touted as not a "prototype", but rather an "experiment" on Walmart's foundation, it still represented a slick evolution of Walmart's design language that carried the retailer into their explosive growth period found in the 1980s.

As for my take on it: What else is there to say here? It's a basic discount department store look that does the job right for the time. I never got to experience this era of Walmart in any way, whether any remnants existed or not. While it appears more advanced than 1960s-1970s discount retail, yet more simplistic than any such design that came after, I found it tasteful that it created a modern mold for the time (while also maintaining Walmart's Americana image).

 

I still like how much more angular this package would be than its contemporaries, as evident by the straight lines and shaped angular pieces. New-build stores of the time would often feature square tile lights, which wasn't quite characteristic of Walmart before or after, was also a unique touch not found much in purpose-built Walmart stores.

Overall, this package is not something I think is amazing per se, based off the limited information I have on it, but it is quite serviceable and inoffensive. I am ranking this the lowest due to the higher effort Walmart placed in later packages (it is known that before the 1990s, retail decor packages were often designed in-house and thus more plain).

#10: "Cyanominimalist" (2020-present)

Click here to view the "Cyanominimalist" section header image.

Alongside the more ambitious Airport in-store experience, Walmart launched a downscaled version of the predecessor package, Black Decor 2.0. This retooling, supplied specifically for lighter remodels, ditches the spark icons and highlights symbols and text in a light blue hue.

I can't say I'm a fan of the package. It doesn't attempt any bold flavor that Walmart's Black Decor 2.0 did. Still, I find it fitting for the classic discount store scheme well, though other such packages resonate with me more and have more color to them.

#9: Project Impact, Versions 3 and 4 (2011-2016)

Click to view the Project Impact, Versions 3 and 4 section header images.

In the fall of 2011, Walmart rolled out a significant update to their "Project Impact" package (which would be Version 3). What had been Walmart's most complex design philosophy yet was simplified to create a modern and more cost-effective look. Gone were the "pillow"-style 3D departmental signs that stood out from anything that came before, and in was a minimalist rendition of the same theme, complete with flat department markers featuring rounded corners. In 2013, a slight update was made, primarily to category markers hanging over smaller departments. This era is often dubbed "Cheap Impact" by retail fans for being a cheapened take on the previous Impact decor.

Being the most disliked Walmart package by retail enthusiasts, I agree with most of the criticisms that exist about this one. While it grounds Walmart as a price-impact retailer rather than one catching up to rival Target, and is emblematic of retail decor packages becoming cheaper over time, its philosophy just does not fit the bones of the earlier, more expensive Project Impact incarnations. 

I lament the lack of clever signage pieces that made departments distinct, such as round department crowns (although they did make a slight comeback), and canopies adorning service deli and bakery departments at Supercenters. Granted, these were expensive installations (and prone to damage), but a primary tier of signage is still missing, and the grocery department has little unique identity compared to the rest of the store as a result. The signage pieces found in earlier versions of Project Impact served a key role in distinguishing Walmart's main categories from the smaller aisles of the store. 

I was not fond of the switch made in the produce section from smaller floodlights to "toaster lights" sometime around Version 4's introduction. Sure, it is brighter, but it feels excessively tacky to have straight lines running over the mix of fruits and vegetables sitting atop their varied displays.

What I will give praise to Walmart (and associated package designers here), besides the discount retailing committment, is the continued colorfulness of the decor. Again, this is a general Project Impact thing, much like its general structure.

Regarding sub-versions, I prefer the earlier, ca. 2011-2013 version with photos in department signs, vs. the later kind that only consisted of the Spark logo alongside small text. These tertiary signs were the lowpoint of the entire Project Impact saga, and do very little to stand out on top of store shelves. As a bonus, here's a comparison of all the Impact tertiary markers (for reference, primary would be the V1/2 "crowns", secondary the large, horizontal ex-"pillows").

Overall, while this package can look clean and is generally non-intrusive (especially in new-build stores of the time), I don't like this decor for its convoluted philosophy and for cheapening older locations (given it can get bare at times, against stores with larger wall spaces). The latter point is especially arguable for earlier Project Impact stores that received such a refresh (seeing as how Walmart typically remodels stores after approximately five years of opening or previous renovations).

 #8: Airport (2020-present)

Credit: Retail Retell (Flickr)

Superseding the popular Black Decor 2.0, Walmart modeled this concept after airports, utilizing large overhead, arrow-clad signage to point shoppers quickly towards their selections. Walmart also banked on online customers more than ever, with such signage allowing for easier scan-and-go smartphone operation and online order pickup.

This may be an unpopular opinion, but I am not the package's biggest fan. This is for a few reasons, namely for being incongruent to the vision of Walmart and leaning too much into e-commerce. While it has grown on me in all, and is pleasant at times, it still has its flaws.

As I start, I'd like to point out the package's positives. What I do enjoy about Airport is its experimentation. I also applaud the effort brought about by the team to add such detail into their stores. Airport does not look cheap, either, unlike certain designs from the past. Many of these signage pieces look great on their own, with just the right amount of detail. Airport also goes fine with most eras of Walmart (save for the brown/orange concrete flooring used in the mid-2000s) due to how the pieces can fit in well.

Now I would like to begin pointing out some of my criticisms of the package. The oversized overhead signage pieces, while indeed handy for grab-and-go shopping, would work much better over at Sam's Club. Such an issue is exacerbated by the sheer amount of these signs cluttering up the store (pointing to nearly every major product in the store), and the fact that all departmental signage has the exact same dimensions as grocery aisle markers. The wall design, with its corrugated metal patterns, oblique text and wooden finishes is fun to see, but it doesn't align with Walmart's aesthetic that much. I also dislike how dark gray is used as filler, such as over the front end at older stores.

I will be lenient on grocery, as the designers have put forth a decent effort in its amount of detail, but it still suffers from a bit of coldness, thanks to the blue beams and the abundance of wooden finish (akin to much of 2010s/2020s retail).

Credit: Retail Retell (Flickr)

The worst part of the Airport remodels, in my opinion, is how remodels will eschew larger, horizontal signage for a smaller, vertical signage with the "spark" on top and the "Walmart" wordmark underneath. This is something I see as emblematic of corporate minimalism and app-forward thinking. It only makes wider storefronts emptier, in my opinion. Even Target still has the gall to lay out their wordmark on dual-entrance stores despite aiming for only the bullseye on most facades. It might be a cost-saving measure, but it only makes facades emptier and often comes with awkward paintjobs. Even then - is Walmart's spark recognizable enough to become the identifying factor on their storefronts?

In conclusion: I do quite like Airport as its own thing, but I wouldn't want its trends (such as a cession of the salesfloor for order pickup and a dissuasion of treasure-hunting) to become the norm for the chain. I'd also like Walmart to focus more on making the grocery department less industrial next time around, as it has no cohesive "barn" theme to back it up.

#7: "Red Decor" (1980s-1997)

Credit: Walmart

The 1980s/1990s red decor consists of red and blue American stripes and plain red signs adorned by an off-white gray wall. It is the package that adorned the general merchandise "pylon" stores symbolic of their coast-to-coast expansion.

In many regards, I believe this package to be a step-up from what Walmart had attempted in their stores ever since their founding in 1962. There's not much to say as the Red Decor still firmly remains in standard discount store territory, but I appreciate the differentiation and reflection of Sam Walton's vision in its color scheme. The package leaves room for warmth and fit the stores it was implemented in quite well. I prefer other packages, but this one is in the middle of the road for doing its job well enough.

#6: Pre-Impact (2007-2008)

This refresh of Futura 2.0 is marked by lighter colors and new signage pieces. Pre-Impact was designated as a way to tease the incoming Project Impact look in these retrospects, while continuing Walmart's traditional ethos.

While vastly similar to Futura 2.0, I have ranked it lower than the drastically different Futura 1.0 for a few reasons. I do find this to service classic Walmart well, but it's probably the most boring package of Walmart's pre-Impact years, with the new font choice and hints at what was to come meshed awkwardly with the good old formula. Futura 1.0 at least has signage that pops out, and 2.0 is more grounded in classic Walmart with the Futura font and tan walls throughout.

#5: "Futura 1.0" (1995-2003)

Credit: Nathan Bush (Flickr)

With Walmart entrenching itself as America's dominant retailer, it was only expected that the retail behemoth would adopt a freeform philosophy in their interior design. This philosophy involved the use of simplistic, yet colorful rectangular pieces coupled with ovals clearly announcing the product laying below, thus bringing to the nation Futura 1.0.

Futura 1.0 is what I believe embodies classic Walmart the best. You know that discount store feeling from decades past, right? Combine that with the Mega Lo Mart, category killer image the chain acquired as it embellished its coast-to-coast presence around the turn of the millennium, and you'll find this colorful theme to fit this mega-retailer the best. In other words, Futura 1.0 is the product of an effort higher than past competitors such as Kmart, Caldor and Ames, while not yet having a modern, upscale polish as later Walmart installments would. The departmental signage was bold and dynamic, with icons and colors strung together while retaining a basic shape motif found throughout the store. For that I say this package helped bring Walmart further into the realm of its own identity, and into more experimental approaches in the future.

I certainly like Futura 1.0's balance of simplicity and colorfulness. However, its occasional empty spots and datedness weigh it down quite a bit. Sure, I can see the appeal for those with strong memories attached to the package. 

The question is as thus, are these overhead department markers too kitschy, all these years later? I think they are tacky, but they're not the most egregious example of '90s art, and still make me feel the true colors of Wally World. I can't say this of the perimeter, however. The walls give off an empty aura, with a new plain white color and the only accents coming from short patches of departmental signage. There, the signage pieces wind up underwhelming, covering only parts of the facades, such as pharmacy.

Futura 1.0 is uplifted heavily by its warmth and signage detail, but is dragged down by its datedness and emptiness, therefore making this package middle-of-the-road to me. There are still great nuggets to be extracted from this package, however. Such an era of Walmart, not distracted by more upscale influences and fine-tuned to its prestige, is sorely missed by several metrics. I would greatly appreciate a new Walmart decor package evocative of this one's colorful and carefree ways, all while staying in tune with the times.

#4: "Futura 2.0" (2006-2007)

Credit: Ryan (Flickr)

Setting itself apart from what came before, Futura 2.0 picked up the slack of Black Decor 1.0's mid-cycle refresh and ran with a new, multi-colored look focused on sleek plastic signage, all while teasing the kind of drastic change that was to come in their design philosophy.

I prefer this package to successor Pre-Impact, for having its own identity between predecessor Black Decor 1.0 and the former. The color choices are solid, the classic atmosphere is still there, and it is clean, yet fulfilling. However, it doesn't quite have the edge as what comes next. It's a little bit nondescript and not very emblematic of Walmart as my final installments. That's about the only thing that drags Futura 2.0 down. Not to mention the pylon signage works for departments, but is a little too small in my eyes.

#3: Project Impact, Versions 1 and 2 (2008-2011)

Click to view the Project Impact, Versions 1 and 2 section header images.

The culmination of a yearslong pivot towards upscale shoppers, Project Impact represented not only a new cleanliness initiative, but an entirely new dimension of in-store decor as well. Featuring a range of colors adorning walls and fixtures alike, as well as innovative new signage pieces and layout changes, Project Impact ushered in a new era of refinement for the discounter whose stores were often thought of as cheap in not only price, but aesthetic too. The package debuted alongside Walmart's "spark" logo in 2008 and prominently included the new symbol in many of its associated fixtures. The following year, Walmart tweaked the package into what could be considered a "final" version, now with yellow (as opposed to cutout sparks) and an overall cleaner design.

Me placing this package this high up might be controversial to some as, safe to say, this package  solidified the new Walmart. It not feeling like Mega Lo Mart anymore may have appeased some of the chain's critics, but it created new contention among retail fans for not meeting their classic Walmart standards, just as industry observers felt about the "project" itself. I like this package for its strong effort and warmth - something I find essential to a retail experience that is humble, yet delivers its content strongly. Green, orange, and yellow are very tasteful colors, all of which relate well to grocery and provide an excellent contrast to the blues of the rest of the store. The signage pieces themselves also had incredible detail and struck a balance between the skeuomorphic (such as the canopies over service deli/bakery) and the simplistic (that being every other simple sign across the store). I also appreciated the clean break to have most wall signage simply be photo accents, something that was not present in some earlier Walmart packages.

Regarding any flaws I feel this decor package may have, I believe that the biggest would have to be in its radical departure from the Walmart of old. Project Impact did indeed set the tone what was to come, especially as the business has moved into the omnichannel age of online shopping, but it didn't feel quite like Walmart at the time. I've always felt like Walmart has been one step behind in Target, with slight remodels to electronics and apparel being one such example where the Bentonville retailing giant has copied the Minneapolis retailing behemoth. Sometimes, this package just didn't quite feel like Walmart, despite all its triumphs. Besides that, some of the package's materials seemed to be of low quality (picture crowns were removed in most 2009-2010 implementations for reasons I don't quite know), and the colors appeared to diminish over time, at least from what I remember.

Of the two main versions, I find Version 2 to be the better one. I appreciate V1's deli/bakery signage, but I find the spark cutouts and picture crowns to be a tad bit gimmicky and less refined than V2's plain yellow print. My favorite grocery aisle marker, meanwhile, would be the one they used in 2010 implementations, quite simply for having the extra photo finish.

As I wrap up my thoughts on the first two installments of Project Impact, I would have to say that, divorced from any historical context pertaining to Walmart, it is an exceptional package in of itself. I would have loved to seen the same design approach used for upscale grocers or any other retailer that adapts rival Target's philosophies (maybe even an upscale branch of Walmart). Regardless, I have ranked it high for my personal memories and for what Project Impact brings to the table on its own.

#2: "Black Decor 2.0" (2015-2020)

Click here to view the "Black Decor 2.0" section header image. 

Introduced in late 2015, Walmart separated themselves from the Project Impact era by changing out nearly everything that decor philosophy stood for, in favor of something completely different. This time around, Walmart would opt for something more "square", monochrome, and icon-based. Walmart eschewed large, horizontal signage on the salesfloor for smaller vertical pylon signage and a busy wall (they don't call the chain "Walmart" for nothing here!) filled with photos and department-marking text. Whatever words one chooses to describe this package with, it is certain that Black Decor 2.0 (referred to as a spiritual successor to a previous, icon-based package known as "Black Decor 1.0") packs its own unique punch and melded well with changing times in the industry.

This one is my favorite package introduced in the post-spark logo era. It felt like a return to form after the roller-coaster ride that was Project Impact, and a steady balancing act involving the upscale and discount of Walmart as well. The colors were bright enough, but not glaring, which was one positive trait carried over from its predecessor. I also appreciated the increased use of store maps in the vestibule, as well as the unity each department has, now that there are less tiers of signage compared to before. Not that such was a problem, but it isn't a negative either in my humble opinion.

The only complaints I have that are of any significance would be about its lack of color and the walls being too cluttered. However, these criticisms are counterbalanced with the strengths and the unique identity of this package. While the Project Impact Version 4 "toaster light" produce fixtures continue into this package, I found them to be more tastefully executed this time around. The overall brighter effect of this package, as well as flaps that divided up light sections aided in fitting this lighting in with the environment, all while harnessing the full potential of LED lighting. The use of this package in tighter scenes also made the store feel somewhat dark.

Of the three iterations, I prefer the final version, 2.2, introduced in 2018. The colors feel more cohesive than the first "prototype" version, for one. This also marks the version where the Bogle font was implemented. I feel that it moves the package further beyond its Project Impact roots and creates a bold new look for BD2.0.

Black Decor 2.0 was definitely a great effort and a step in the right direction for Walmart. It's also aged gracefully and I would like to see it preserved more as the years roll on.

#1: "Black Decor 1.0" (2003-2006)

Click here to view the "Black Decor 1.0" section header image.

Rolled out in 2003, Walmart's Black Decor consists largely of a uniform set of small black signs, highlighted by blue icons and photos, and text underneath written in Stone Sans. This first iteration in Walmart's Black Decor line, Walmart sought a more mauve look for the new millennium, as opposed to the funky '90s vibes given off of Futura 1.0. Earlier implementations served as a bridge carrying over from the former package, with plain white walls, tile and shaggy softlines carpet remaining in the mix. Later iterations switched the palettes to modern earth tones, complete with heavy-duty concrete flooring and wooden laminate in clothing departments; a fitting look as new-build stores just kept on getting bigger.

Black Decor 1.0 is what I would argue began the transformation of Walmart from a plain old discounter into a formidable defender of the retail crown against Target's advances. The signage is not too overbearing, the iconography melds into signage pieces both tastefully and creatively, and the color scheme is bright, dim and relaxed at the same time. The use of geometry within signage pieces, as well as a creative font choice was also what helped BD1.0 stand out from the rest. This package was also Walmart's last time using consistent hardlines aisle markers for a while, so it was definitely helpful for shopping purposes.

I crown this package to be my favorite of all that Walmart has ever implemented into their stores. I have much nostalgia for this package for one, it is also a great example of a chain going upscale while never forgetting where they came from.

Conclusion 

I am posting this on December 26, 2024, which can only mean one thing: Merry (late) Christmas! I hope the holidays have been great to you and your folks. This long-awaited ranking is my gift to you this year, here at the Shoppes of Battery Mill. I hope you enjoyed it; more retail decor package rankings will be on the way in the future, in addition to my next Publix/Ukrop's history post.

Again, I am open to your own opinions, musings, or corrections you may have about this post in the comments below. What insights do you have about Walmart's design history?

That being said, thank you all for reading, and I wish you an amazing 2025! -BatteryMill

Publix - Stafford, VA

Welcome back to the Shoppes of Battery Mill, where every day you get our best! (Did I get that slogan right?) Today I'm presenting a shorter edition of the blog, although it won't be any less sweeter than the rest. You'll see exactly why in a bit.

Photos taken on December 20, 2020 by BatteryMill

Store information

• Store name: Embrey Mill Town Center
  
• Store number: #1720
• Address: 1640 Publix Way, Stafford, Virginia 22554
  
• Opening date: December 12, 2020
• Store layout: 48M
  
• Decor package: Evergreen
  
• Features: Deli, Sub Counter, Meat & Seafood Counter, Bakery, Drive-Thru Pharmacy, Beer & Wine, Café Seating

Fresh from the Shoppes of Battery Mill bakery, this blog is here to present to you today's most delicious course, that being the Stafford, Virginia Publix.

...Publix, in Virginia? How could they possibly venture into a land without alligators and Disney World, or even one without abundant peaches and palm trees?

Yes, you've heard me right. This is a Publix in Virginia, after all. It's one that's quite far removed from the land that it originates from, but the location is still a shining example of the chain's strengths. While there's a lot else to examine here, but there's a big question you may be asking.

How did it get here? Well, I have one mighty story to tell you. So sit tight, grab a Pub Sub, and read along as I explain how exactly Publix wound up in a little town called Stafford, within 50 miles of the nation's capital. 

Publix Presents: "Road to Virginia"

The first of many Publixes outside Florida. Source: twitter.com/Publix

In 1991, with over 60 years of renowned customer service, remarkable products and growth attached to its name, Publix made the first steps outside its home state of Florida. The Sunshine State grocer went down to Georgia and swiftly struck gold in the Atlanta metropolitan area. Aided by the strengths they cultivated in their home state, they soared in Georgia's largest market, just as competitors like A&P and Harris Teeter were floundering. This was all despite Kroger's reign of 100+ stores nearby. These nearly perfect factors levitated Publix's prospects not only in the Peach State, but all across the Southeast. In the nick of time, they were able to snake through South Carolina, find sweet homes in Alabama cities, and volunteer in the Tennessee retail scene (through an acquisition of Albertsons stores there - something to remember later). 

Publix's first stop in North Carolina. Source: Charlotte Business Journal

Following a pause in state-hopping, Publix crossed over into North Carolina in 2014. Being farther removed from their distribution hubs in Florida (and Georgia), Publix utilized several tools in their toolbox to upgrade their expansion engine. These maneuvers included buying from the competition (several BI-LOs in Charlotte - remember this too), establishing new divisional offices, and building bases in NC's major population centers before trying out all kinds of towns. This was abetted by previous trials just across the South Carolina line, of which warmed Publix up for such northward expansion.

After the seeds of expansion sprouted in the Tar Heel State, Publix planted a few more across the northern state line. In 2016, Publix announced their entry into Virginia, beginning with only two sites, one in Bristol (cancelled by 2022), and one in the Richmond suburb of Glen Allen. Speculation rose on several potential expansion routes for Publix in the state, such as the more populous Northern Virginia, but little was for certain until another shakeup to the Virginia retail landscape came about. That same year, Dutch grocery conglomerate Ahold would complete their merger with Belgian rival Delhaize. Due to both companies sparring in the same places, the two were required by the FTC to divest several shops.

A Food Lion turned Weis near Fredericksburg. Source: Aaron F. Stone (Flickr)

The divestiture pool was divided between the sizable, feature-packed and high-volume stores Ahold's Giant-Landover and Martin's (a banner of Giant-Carlisle) boasted, and the utilitarian, small town-friendly Food Lion chain in Delhaize's arsenal. Around Winchester, Martin's was the favorite to remain. Down south in Fredericksburg, meanwhile, Food Lion was poised to carry the mantle of the new corporation. While part of the plan suited each market, it did not stand without complications. Giant-Landover was a union-backed business, and protests demanded a reversal of the original plan in the Fredericksburg and Culpeper areas. Ahold and Delhaize reneged, meaning that Food Lion, instead of Giant, would be departing those cities. Despite numerous challenges, finding replacement stores was, surprisingly, no difficult task. Pennsylvania-based Weis Markets and SuperValu's Shop 'n Save banner subsumed Food Lions in the Fredericksburg/Culpeper and Winchester vicinities respectively. 

Down in Richmond, the plan was more clear-cut. It just so happened to be where Publix was testing the waters. If a hoard of north-central Virginia and the Shenandoah Valley grocery stores could trade hands easily, just imagine how the decision-making process went in a busier market.

A Ukrop's-turned-Martin's ("Martkrop's"?). Source: KBS

Martin's was in between a rock and a hard place in the River City. Ahold's interest in the market was the trophy of a 2009 bidding war over Ukrop's. The hometown icon had put their grocery business up for sale earlier that year, citing multiple factors. This included, but was not limited to, hardened competition from the likes of Kroger, Food Lion, and Walmart's Supercenters. After the bid was finalized, all Ukrop's would switch over to the Martin's name. Upon starting the conversion process, Ahold was tasked with patching Ukrop's competitive weaknesses. Some were easy to fix, such as instituting alcohol sales or opening doors on Sundays, two moves that showed a stark contrast in values. Other issues would prove far more complex, and Martin's position in the market only hampered progress.

The Richmond grocery market undergoing transformation. Source: Virginia Business

As the decade pressed on, the same issues that led to Ukrop's exit from retail only grew in intensity. Martin's was not as versatile as rival Kroger, and struggled to deter the no-frills standards the Lion and Walmart held. These challenges were compounded by Martin's failing to carry on the quality and recognition of its predecessor in many shoppers' eyes. Only one new store was built in the seven years Martin's operated in Virginia's capital, and several of their ex-Ukrop's holdings were shuttered during this time as well. With more competitors like Whole Foods, Lidl, and Wegmans steaming into town, something had to be done over at Martin's.

The decline of Martin's Richmond operations was happening right as their corporate parents were merging with their corporate rivals. As with points north, Ahold and Delhaize had multiple options to appease the FTC. Perhaps the only complicating factor in choosing what stores to let go was rooted in the busy retail scene, with the city boasting the most supermarkets in the country per capita. With the instability of Martin's and brand recognition, as well as wide spread (ranging from rural to suburban) of Food Lion, a clear winner was found. Former Ukrop's were again on the chopping block, not even a decade after the collapse of said chain. 

A Martin's (another "Markrop's", to be exact) that didn't make Publix's cut. Credit: Richmond BizSense

The aforementioned decision was compounded by the fact that both Martin's and Food Lion were non-union. This meant the preferred transaction could go through without vocal contention. All Martin's were put up for sale, and speculation heated up as to who would buy in. Some wagered Kroger would double up their presence. Such predictions ended when an intrigued Publix snapped up ten prime locations. Four more sites were added by year's end, readying the chain for an impressive launch. Closings and conversions soon settled in, with each Publix purchase being gutted and decorated to keep up with the chain's meticulous image. 

There would also be leftovers that did not go to Publix. As of 2024, most remain fallow or have been incorporated into non-grocery uses. These were likely not snapped up as the chain desired better locations nearby, or felt rebuilding these older locations would be less economical.

Virginia's first Publix. Source: Ryan (Flickr)

A Ukrop's-turned-Martin's-turned Publix ("Pubkrop's"?). Source: Ryan (Flickr)

Come 2017, Publix touched down in Virginia to much fanfare. The first several Martin's conversions would roll off the line that summer, with reopenings continuing into 2018. This batch of openings included the previously-announced Glen Allen store, itself a never-built Ukrop's. A few older ex-Ukrop's were also in line for demolition and rebuilds, showing Publix's construction prowess for all in Virginia's capital city to see. Publix is well-known for tearing down and building anew in its home state, so it's just what they opted for at those locations.

Fredericksburg, Virginia's first Publix. Source: Ryan (Flickr)

With Publix seeing success in the River City, they now had what it took to expand. There was a multitude of directions for Publix to go, though what most seemed desirable to them was Virginia's most important market, Northern Virginia. The first stop on their northwards journey would be in Fredericksburg, where they would secure a site at the southern edge of the city. Its place at the formidable Cosner's Corner power center, alongside Kohl's, Marshalls and (interestingly) a SuperTarget. That store opened in 2018, only one year into Publix's Virginia run. Despite giving the city of 27,000+ only one handle on the Publix phenomenon, the lone location still proved to connect with its residents; provided one could brave the Interstate 95 traffic to get there.

A true sign of the times. Source: Stafford County Economic Development

One year later, in July 2019, Publix one-upped their committment to residents of Fredericksburg. Their next store in the market was to be built in the northern suburb of Stafford. That store would be incorporated into the sprawling Embrey Mill development further up I-95, with a plethora of commercial space primed alongside an already bustling residential development. This post won't quite get into the construction process; though despite a 2021 target completion date, contractors put their best feet forward and the Floridian grocer opened its doors at the tail end of 2020. Since then, Publix has had a front-row seat to a blossoming retail development featuring acres of strip malls and fast food joints, and has managed well as an anchor in the Stafford community. 

Store Tour

I'm not one to end a story on an amateur note, but that is how Publix wound up 100 miles into the state of Virginia. With all that now in our rear view mirror, let's start this little tour!

The first photo of the tour segment is an alternate angle of the exterior. Here we can see the taller heights Publix has reached with their exteriors, which reflects something we are about to witness inside. I opine that this is an underwhelming design, with peach-colored brick slabs constructing the majority of the walls on each side. Now, how does the inside fare, exactly?

The first of the two interior views today is set in the mezzanine. This second-level space, featuring café seating for customers and employees alike, is perhaps the most defining feature of Publix's 48M format. With all that expansion into new territory, and continued growth in established markets comes new competition, and Publix certainly wanted to stand out from the rest of the crowd. Times in retail have changed as well, and their renowned collection of prepared foods has prompted a focus on in-store dining, especially as their e-commerce options have gained prominence. This café area reminds me of a similar layout Wegmans featured in their 1990s and 2000s builds. An apt reminder for sure, given the tendency for consumers to compare these two renowned supermarkets!

Moving beyond the dining hall, we have the left side of the store in the palm of our hands. To the right we have frozen aisles, while items like school supplies, pet food, and health & beauty occupy the middle. Elsewhere, we can see the dairy sign and beer and wine cache. While not visible, the bakery is in the back-left corner, while the pharmacy occupies the front-left. 

As it was then a new opening, I was impressed by the order and cleanliness abounding in each aisle. While I'm not a fan of the package (Evergreen) that decorates the walls either, I'm at least pleased to see it well-composed here. I especially liked the hanging drop ceilings, which add extra depth to center-store.

For the last photo, here's a look down the rest of the seating area. While it also conforms to Evergreen standards, the furniture composition isn't outlandish like some modern restaurants are, and the light fixtures appear tasteful. I think this setup can look just as neat with any good decor package. 

To the left of the picture, the standalone deli box (dubbed the "Deli Shrine" by Sing Oil Blog!) appears. In 48M Publixes, the deli is run entirely from a counter, as opposed to a kitchen-connected setup along the store perimeter that other Publixes have. This goes for whenever you're craving a signature chicken tender "Pub Sub" (Psst... there's a way to save on those) or you're stacking up on Boar's Head deli meats and cheeses. Either way, there's something for everyone on all four sides of the "shrine". Squished in between the deli and mezzanine is a great big round "P", marking the corner where customer service and online order pickup operate out of.

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To sum up my first impressions on Publix, I would say that it was a great place that knew just how to be high-volume and feature-packed while appearing humble with its smaller store sizes (in comparison to recent competitors). Publix sure knows how to place the best of both worlds into a little package! I also like how this store strategically held out as a testing bed for the busy Northern Virginia retail market, all while being anchored to the more bountiful resources originating from places south.

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Thank you all for reading through! Next time, I will be returning to the place where shopping is a pleasure (did I get that right?), and dissecting some major details about Ukrop's and Martin's combined history in Richmond, as well as Publix's escapades elsewhere in the Old Dominion. Be sure to tell your friends all about this blog and sound off in the comments. 

How do you think Publix is getting by in Virginia, especially this far north? What do you see them doing there next? This post also marks the beginning of a new, narrative-centric format. What should I improve about this along with my writing style?

Disclaimer: I have no opinion on the union situation. I included such details merely to show that these matters played a role in the Ahold-Delhaize merger.