Hy-Vee rebrands all 22 Dollar Fresh Market stores as Hy-Vee
Hy-Vee announced it is converting all 22 of its Dollar Fresh Market locations into standard Hy-Vee stores, a shift disclosed by CEO Jeremy Gosch at the Groceryshop keynote on Thursday. The decision follows a January announcement to rebrand four of the stores, which the chain is now extending to the full Dollar Fresh portfolio.
Hy-Vee launched the Dollar Fresh Market format in 2018 as a low‑price banner aimed at competing with dollar retailers. As part of the conversion, each store is receiving an expanded assortment that grew by several thousand items in the first four pilot locations. The remodeled stores also gain bakeries, service meat cases, a health market and a prepared‑foods section offering sandwiches, salads and pizzas. Hy-Vee said the changes reflect what customers have come to expect from its brand, even in more remote locations.
“We tried Dollar Fresh Market — a different brand, low-price operator going for real rural small towns. And what we found is a 96-year-old brand has got way more staying power in any market than trying to have a startup with a different name, because you’re known for something and that’s what you have to hang your hat on,” Jeremy Gosch, CEO said.
Hy-Vee’s Dollar Fresh Markets, which launched in 2018, were the regional grocer’s attempt to take on dollar retailers. The grocer had made transitions like this before, he noted, pointing to Hy-Vee’s decision to convert all of its Wahlburgers restaurants into Market Grille locations in early 2025.
What we know
Hy-Vee’s Dollar Fresh Markets, which launched in 2018, were the regional grocer’s attempt to take on dollar retailers.
In January, Hy-Vee announced it was rebranding four of its 22 Dollar Fresh stores — a change that it is now implementing across the board.
The first four Dollar Fresh stores converted saw their assortment increase by “several thousand,” according to the retailer.
Those stores also each received a health market and prepared foods section offering sandwiches, salads and pizzas.