NEWSPAPER TARGET MARKETING
COALITION
Wednesday, February 5, 2014
THE HISTORY OF PUBLIX
AND MR. GEORGE
THE HISTORY OF PUBLIX
1930’s
First Publix store in Winter
Haven, Fla. Gross annual sales in
the early years averaged about
$100,000, slowly rising to
$120,000 by 1934.
1940’s
George Jenkins mortgaged an orange grove he had
acquired during the Depression for a down payment on
his dream store - Florida's first supermarket. He built
his "food palace" of marble, glass and stucco, and
equipped it with innovations never seen before in a
grocery store. Air conditioning. Fluorescent lighting.
Electric-eye doors. Frozen food cases. People traveled
from miles to shop there, and Publix prospered.
1950’s
Publix began closing its older stores and replacing them
with modern ones. In 1951, to help build and supply the
stores, a 125,000-square-foot warehouse and
headquarters complex was completed in Lakeland.
In 1951, the chain's 24 stores grossed more than $18
million. By 1955, gross sales had increased to $49
million with earnings of $830,504. In 1956, Publix
recorded its first million-dollar profit year.
THE HISTORY OF PUBLIX
1960’s
George Jenkins's reputation was
growing along with the business, and he
was elected president of the Super
Market Institute in 1961.
By 1969, there were 150 stores with
geographic expansion dominated the
state.
1970’s
Publix achieved another high mark, recording
nearly $500 million in sales - a figure that would
double in four short years. Three new stores
opened in Jacksonville in the early '70s, laying
the foundation for a new division. A bakery plant
and a produce distribution center opened in 1973.
1979 was a record-breaking year, with 15 new
openings.
1980’s
Publix turned 50 in 1980 and celebrated by kicking off a
decade of technological innovation. In keeping with the
company's penchant for using technology to make shopping
more pleasurable, Publix introduced check-out scanning
statewide. In the mid-'80s, an Orlando store pioneered the
first Publix pharmacy. This also was a decade of evolution, as
Howard M. Jenkins assumed the roles of CEO and Chairman
of the Board.
THE HISTORY OF PUBLIX
1990’s
1991 saw a milestone in Publix history when the
company crossed the state line to open a store in
Savannah, Ga. The Atlanta Division soon followed
that included stores in South Carolina and Alabama.
2000’s
In 2002, Publix expanded to its fifth state by opening
stores in Franklin and Hermitage, Tennessee.
The Aprons Simple Meals program rolled out to all
stores. During this time, Publix introduced several
specialty formats: Aprons Cooking Schools, Pix
convenience stores, Publix Liquors, Hispanic-themed
Sabor stores and Publix GreenWise Market natural food
stores.
PUBLIX – TODAY
Publix announced an expansion to North
Carolina — it’s sixth state. The first
store will open in the Greater Charlotte
area in February 2014.
PUBLIX FOOTPRINT
Publix Current Store Count – 1,080
•
Miami Division – 265
•
Lakeland Division – 269
•
Jacksonville Division – 254
•
Charlotte Division – 43
•
Atlanta - 249
DIVISIONAL STRUCTURE
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Divisional marketing initiatives include promotions executed
within a single division, and usually involve store
activity/promotions. Initiatives may include:
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Weekly Insert
Store Events
Competitive Response programs
Local Sales & Promotions
CORPORATE STRUCTURE

Corporate marketing initiatives impact multiple divisions
and may include:
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Severe Weather Response
Specialty Product ads (such as the Publix Pharmacy, At
Seasons Peak, Sales Events, )
Vendor Supported Co-Op Programs
Holiday Inserts
Chain wide Events
Select Online efforts supported by Publix.com
THE IMPORTANT ROLE OF NEWSPAPERS IN
THE PUBLIX MEDIA PLAN
75% of a person’s waking hours are
spent with major media channels.
Context drives choice, but even then
90% use multiple screens to accomplish
a task over time.
Source: eMarketer August 2013, Google - The Multi-screen world:
Understanding Cross-platform Consumer Behavior U.S,, August 2012
42% Look in
newspapers for
grocery specials
29% Use coupons
received in the
mail or from
newspapers
What are some of the major
media influencers on grocery
shoppers?
Source: eMarketer February 2013
What are some of the sources “Internet Moms”
are using to
Store loyalty card at my local grocery store
Newspaper
Mail
Internet
Printed out from a store cash register
My smartphone while shopping in store
Source: eMarketerJune 2013
What’s the Best Way to Reach the Publix Shopper?
Activate Discovery
Look through the client lens...
Ask questions
Get to know the
business
Embrace the target
customer
Use Your Strengths
Back to Basics
Use Your Strengths
Connecting & Planning for Success
From the first day of kindergarten to the last day of
high school, Publix is your grocery store for life.
Partner Better & Communicate Success
Learn from What Works
QUESTIONS