Seven Harveys Supermarket locations across Florida and southern Georgia will convert to Winn-Dixie stores as part of the company’s strategy to streamline operations under a single brand. Two Jacksonville stores at 5909 University Blvd. W. and 5250 Moncrief Road W. are among the locations slated for conversion. Additional stores undergoing the change are located in Lake City, Lakeland, Ocala and Folkston, Georgia.
CEO Anthony Hucker said in a news release that “the transition builds on more than a century of shared history between the two banners.” The shift reflects a deliberate move by the Winn-Dixie Company to streamline operations under a single, more recognizable brand. By unifying under the Winn-Dixie name, the company aims to strengthen brand recognition across Florida and Georgia and invest more efficiently in store upgrades and pricing strategies.
Customers enrolled in Harveys’ loyalty program will not lose their benefits, as rewards accounts will transition directly into the Winn-Dixie Rewards app. “Their existing points will transfer,” and no new account setup is required. Customers can continue using their phone number to log in and access digital coupons and weekly deals through the Winn-Dixie app.
The conversions are part of the transition of Southeastern Grocers to a new identity as The Winn-Dixie Co., which announced its rebranding in October. The company is refocusing its brand on Florida and southern Georgia with about 130 conventional grocery stores and 140 freestanding and grocery-adjacent liquor stores. German grocery store company Aldi bought Winn-Dixie and Harveys grocery stores from Southeastern in a $9 billion plan to expand Aldi’s nationwide footprint.
In February, a consortium of private investors acquired Southeastern from Aldi, with Hucker and C&S Wholesale Grocers spearheading the deal. The Winn-Dixie Co. plans include expanding the liquor store portfolio and opening new stores in North Florida while pulling back from several states. The company also aims to grow its Own Brand products and return its iconic Lip Lickin’ Chicken.
Shoppers visiting former Harveys locations will notice a refreshed look and expanded offerings tied to the Winn-Dixie brand. Key updates include expanded fresh produce and meat selections, increased availability of Winn-Dixie Own Brand products, prepared foods and deli upgrades and store redesigns aligned with Winn-Dixie’s current format. Most store staff will remain the same during the transition.
The company has not released exact conversion timelines for each location but said updates would be shared as each store progresses through the transition. These conversions continue a broader trend of consolidation and rebranding within the Southeastern grocery sector, particularly as legacy banners evolve to compete on pricing, private-label offerings and digital convenience.