Publix Supermarkets, Inc. January 2018 Written by Jeffrey S. Harrison, Morgan Owdom, Duncan Pitchford, Alex Stratton and Brian Warren at the Robins School of Business, University of Richmond. Copyright © Jeffrey S. Harrison. This case was written for the purpose of classroom discussion. It is not to be duplicated or cited in any form without the copyright holder’s express permission. For permission to reproduce or cite this case, contact Jeff Harrison at
[email protected]. In your message, state your name, affiliation and the intended use of the case. Permission for classroom use will be granted free of charge. Other cases are available at: http://robins.richmond.edu/centers/case-network.html Shortly after being named as CEO in 2016, the Publix Board of Directors authorized Todd Jones to move forward with opening ten new stores in the highly competitive Richmond, Virginia market.1 The company’s expansions out of its home market of Florida have paid off handsomely so far, with Publix now a close number 3 in market share in Georgia and gaining on its competition in Tennessee.2 Stressing service and a unique store experience, Jones believed Publix would remind Richmond shoppers of the now-shuttered, service-oriented Ukrop’s Super Markets and allow the company to quickly gain market share at the expense of its grocery nemeses, Walmart and Kroger. However, Richmond also marked the first time Publix would face Wegmans, a grocer with a similar background and focus on service, as well as a new European arrival, Lidl.3 Would the expansion work? COMPANY BACKGROUND George Jenkins opened the first Publix supermarket in Winter Haven, Florida on September 6, 1930, in the midst of the Great Depression.4 The story of Publix’s inception has become corporate lore, an anecdote to explain the company’s devotion to its employees.