Starting Monday, May 13, old signs will come down and new “Schnucks” signs will go up on the exterior of both the Logli Rockton (3150 N. Rockton Ave.) and Hilander Cherry Valley (2206 Barnes Blvd.) signaling the launch of the renaming for all 11 Logli and Hilander stores across the Rockford area and in Janesville, Wis.
Schnucks Chairman and CEO Scott Schnuck explained, “It has always been our belief that no matter what name is on the outside, inside all of our stores operate with the same focus on customers and emphasis on quality, value and service. However, unifying our stores under one banner, our family name, is an acknowledgement to our teammates and customers of our commitment to the Rockford and Janesville communities.”
Rockford and Janesville are the only regions in which Schnucks stores operate under different names. Schnuck explains, “When we acquired the family-owned Logli stores in 1998, Logli was the name everyone knew and loved. We decided not to change the name until more area customers got a chance to know Schnucks and what we stand for as a family and as a company.”
Schnucks Division Manager Dennis Canada says, “Operating under one name and one logo, helps to give our 1,300 Rockford teammates a shared identity. We are proud of how well Logli and Hilander teammates have joined together in service to our customers and we are excited about what that type of synergy means for our future. It will be exciting to see the pride that’s building inside our stores, reflected on the outside as well.”
Schnuck says the conversion of all exterior signs at all 11 locations is estimated to take about two weeks.
“Speaking for my entire family, when we put our name on something, you can bet it’s something we are proud of and want to share with others. From the stores we operate to our private brand foods, putting the Schnucks name on it is not just business, its family,” Schnuck added.