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The Minneapolis Star Tribune reports that Roundy’s has opened its first new Rainbow Food store in the Twin Cities since the company bought the chain from Fleming in 2003. CEO Bob Mariano tells the paper that the opening is the first in a series, as the company has made an “unwavering” commitment to build its presence there.

In the months since the acquisition, Roundy’s reportedly has been primarily concerned with rehabilitating the 31 stores it bought.

The new 70,000n square foot store features a more spacious layout than Rainbow traditionally has had, plus “Rainbow's first liquor section, a large selection of ethnic and organic produce, several more frozen-food cases and an area where shoppers can buy candy, seeds and nuts in bulk,” the paper writes. “Rainbow also is rolling out new digital scales for weighing produce. The scales, which Roundy's debuted at its new Metro Market in downtown Milwaukee, print out price labels that shoppers stick on their bags.”

But just having bigger and better stores won’t mean that Rainbow will intimidate the competition. The paper notes that the new store is right across the street from a Cub Foods, and six miles away there is a Wal-Mart that is scheduled to be converted into a supercenter.
KC's View:
Mariano seems to have a specific vision for what he wants to do with Rainbow, even though he isn’t sharing it yet. Still, it will be a challenge – the Minneapolis/St. Paul area seems to be a hot market, and getting hotter all the time (even if the weather is a bit on the chilly side this time of year).