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Headquarters
3300 Publix Corporate Parkway, Lakeland, 33811, Florida, United States -
Annual Global Sales
$47,996,000,000
Total U.S. Sales
$57.1 billion in fiscal 2023 (ended Dec. 30, 2023)
Total U.S. Stores
1,366 stores in Florida, Georgia, South Carolina, North Carolina, Alabama, Kentucky, Tennessee and Virginia (as of March 2024)
Key Facts
- Largest employee-owned grocery chain in the U.S. and biggest regional grocery chain in the South.
- Roughly two-thirds of stores are in Florida.
- Rated 12th in Dunnhumby’s fifth annual Retailer Preference Index for the U.S. grocery channel.
- Ranked No. 1 in the Grocery & Convenience Stores category in Newsweek’s 2024 list of America’s Most Trustworthy Companies.
- Ranked No. 1 in Newsweek’s overall top 10 list of 2021 America’s Best Customer Service in Supermarkets.
- Ranked No. 81 on Fortune Magazine's "100 Best Companies to Work For" list in 2024. Made Fortune's list for 27 years and only one of four companies to do so.
- Listed as one of America’s Best Employers for New Grads by Forbes Magazine in 2021.
- Ranked No. 19 on the 2022 Axios Harris Poll 100 reputation rankings.
Key Executives
- Chief Executive Officer: Kevin Murphy
- President: John Goff
- Executive Vice President, Chief Financial Officer & Treasurer: David Phillips
- Senior VP, Chief Information Officer, Chief Digital Officer: Laurie Douglas
- SVP, Retail Operations: Norman Badger
- VP & Controller: Chris Mesa and Doug Stalbaum
- VP, Benefits Administration: Monica Allman
- VP, Facilities: Bob McGarrity
- VP, Facilities - Facilities Services, Maintenance and Support: Mikhael Ser
- VP, Human Resources: Marcy Benton
- VP, Industrial Maintenance and Purchasing: Randy Barber
- VP, Marketing: Malinda Renfroe
- VP, Product Business Development, Grocery: Chris Shaw
- VP, Customer Experience: Bob Bechtel (retiring March 31, 2024)
- VP, Customer Experience: David Finger (effective April 1, 2024)
- VP, Omnichannel & Application Development: Erik Katenkamp
- VP, Pharmacy: Dain Rusk
- VP, Public Affairs: John Provenzano
- VP, Risk Management: Marc Salm
- Market Position and Strategy Overview
- Must-Know Terms
- Promotional Strategy
- Merchandising
- Collaborative Alliances
- Displays & Signage
- In-Store Media
- Store Formats/Growth
- Special Departments/Services
- Customer Segments
- Internet Marketing
- Mobile Marketing
- Social Media
- E-Commerce
- Circulars
- Loyalty Programs
- Private Label
- Cause/Community Programs
- Advertising Strategy
- Solution Providers
- Sponsorships
- Marketing Expenditures
- Metaverse
Market Position and Strategy Overview
Market Position and Strategy Overview
The fifth largest grocer in the U.S., Publix operates 1,366 stores in the Southeast. Along with its namesake banner, Publix also operates more than 200 liquor stores, eight GreenWise Markets (which are being transitioned into traditional Publix markets), and seven Hispanic-focused Sabor markets. It's the largest employee-owned grocery chain in the U.S. and the biggest regional grocery chain in the South, with roughly two-thirds of stores located in Florida.
In the fast-changing retail world, Publix is known for consistency, particularly when compared with competing supermarket chains in its region including Southeastern Grocers and Ahold Delhaize. Stores remain concentrated in the retailer's two largest markets, Florida and Georgia, though it has steadily expanded its reach across the region in Alabama, Tennessee, South Carolina, North Carolina and Virginia.
Publix has succeeded in competing with other regional grocers and mass merchants by keeping its position simple and clear: it is the store "Where Shopping is a Pleasure." Customer service is a high priority, powered by its employees, who have a greater incentive to excel than most other supermarket workers since Publix is America’s largest employee-owned company. Publix also distinguishes itself through a strong emphasis on prepared foods while encouraging shoppers' interest in cooking through regular in-store demonstrations. That doesn't mean there isn't space for national brands to shine. The retailer operates numerous co-op programs with major CPGs that have strong digital, circular and in-store components.
The retailer competes with Walmart on price, publishing regular "Price Comparison" in-store flyers which are supported by displays touting the savings on key items from shopping at Publix. It also took aim at Whole Foods through GreenWise, the name for both its extensive organic and natural private label and a store format. Publix has phased out the GreenWise store format, transitioning existing locations into traditional Publix stores.
The retailer also aggressively competes with other regional players such as Kroger's Harris Teeter, often building stores directly across from an existing supermarket.
While it was late to adopt e-commerce, Publix offers curbside pickup and delivery through Instacart and plans to offer the service through all of its stores.
Must-Know Terms
Must-Know Terms
- Aprons Simple Meals: A key marketing platform once centered on recipe ideas delivered online that also extended to cooking demonstrations, recipe handouts and meal kits in stores. The Aprons cooking school has since ended, but stores continue to sell Aprons meal kits.
- GreenWise: The name of both the retailer's organic and natural private label and a banner focused on those categories. Publix is doing away with the GreenWise store format, converting existing markets to the traditional Publix format.
- The Publix Checkout: The blog is used to post articles about cooking and party hosting and regularly promotes the retailer's fresh and prepared foods and private labels.
Thought Starters
- Publix is very receptive to partnering with major CPGs on both seasonal promotions and ongoing campaigns, which often center on co-op websites.
- The retailer is extremely proud of its prepared foods department so find ways to pair your products with its offerings.
- Publix will keep running successful annual programs for decades so it's worth working hard to build a relationship with the retailer since the long-term rewards can be outstanding.
Promotional Strategy
Promotional Strategy
Publix has one of the most predictable promotional calendars in the industry, rarely changing its tactics or partners. Most major efforts focus on seasonal occasions, though the retailer also has ongoing collaborative programs with several major manufacturers. (See "Collaborative Alliances.") Publix also regularly runs category-wide sales, which it promotes with signage and a dedicated in-store circular.
BOGO deals are one of Publix's most common tactics, used to promote dozens of private label and national brand products each week. Publix also regularly spotlights its prepared foods and private labels, focusing on new products or seasonal occasions.
Publix attempts to encourage shoppers to use its pharmacy by providing 90-day supplies of some common prescription medications for free including antibiotics and drugs used to treat asthma and allergies. In 2018, it also began offering 90-day supplies of other common drugs for $7.50, regardless of the shopper's insurance.
Merchandising
Merchandising Strategy
The chain's focus on the core business has kept it from straying too far away from the norm in terms of product offerings, with fresh foods, dry grocery, packaged home goods, health and beauty supplies and some general merchandise comprising the majority of the fare.
Approximately four-fifths of Publix's sales are in the grocery category (dairy, produce, floral, deli, bakery, meat and seafood), while the remainder includes health and beauty care, general merchandise, pharmacy and other products and services. Grocery accounted for 81%, 83% and 84% of sales in 2023, 2022 and 2021, respectively. All other products and services accounted for 19%, 17% and 16% of sales in 2023, 2022 and 2021.
Most stores are laid out in the conventional supermarket format, with center store aisles in the middle and fresh food and service departments around the perimeter.
Stores have increasingly been emphasizing locally grown or made products in a bid to woo Millennials who prioritize those qualities. All stores have produce, deli, bakery, meat and seafood departments. Most stores also have pharmacy and floral departments. Publix is also a leader in the meal kit business, stocking versions under its Aprons, GreenWise and store brands tailored to both dietary restrictions and how much work shoppers want to do.
The retail takes its "Where Shopping is a Pleasure" tagline seriously, offering open layouts to make stores easier to navigate. Aisles in most stores are wide and brightly lit, and the company has a strong reputation for cleanliness. Many stores have wide-open upfront areas that are used for seasonal and other chain-wide merchandising programs.
Collaborative Alliances
Collaborative Alliances
Publix works with top CPGs to develop and execute marketing programs that supplement its seasonal calendar and its own periodic promotions. Collaborative programs typically are designed to help the retailer present a value message to compete effectively with supercenters and other discount retailers in center store categories. They often carry a seasonal message or other promotional theme beyond the offer. Successful efforts become ongoing programs with a fair amount of regularity.
Common program elements include:
- Coupons distributed via booklets or one-sheets in stores as well as online,
- Temporary P-O-P materials that promote the offer and distribute the coupons, and
- A dedicated website.
Existing programs include:
- Big Savings: Kimberly-Clark joins with the chain each January to distribute coupon booklets in stores in conjunction with another non-competing manufacturer (Colgate-Palmolive in 2011-12, Mead Johnson in 2013-14). The marketing plan includes standees distributing the booklets, co-op FSIs and reminders in the Advantage Buy circular.
- Simply Delicious Inspirations: Nestlé teams with Publix for a semiannual coupon booklet distributed in stores on floorstands. Past activations have included a promotional website (simplydeliciousinspirations.com) that carried a digital version of the booklet as well.
- Be a Fan: Annual cause-campaign with Procter & Gamble to benefit Special Olympics.
- March for Babies: Kimberly Clark and Colgate-Palmolive join with the retailer each April to encourage donations to the March of Dimes, dangling coupons as the carrot.
- Stocking Spree: Procter & Gamble, PepsiCo and Kraft Foods conduct a quarterly effort that has delivered direct-mail coupon booklets to roughly 500,000 registered shoppers since March 2011.
- Back to College: An annual summer incentive with ConAgra Foods dangles a reloadable store gift card.
- Storm Basics: Another ConAgra partnership, conducted in summer/early fall to help shoppers prepare for hurricanes and other bad weather.
- Running Out? Run In: Staged in conjunction with Procter & Gamble and General Mills, the quarterly incentive offers a $10 store gift card with $30 purchase of eligible products.
- The Best Meals Happen At Home: Unilever, General Mills and Campbell Soup Co. deliver a program (since January 2012) offering exclusive monthly coupons and weekly “FASTastic Recipes” via emails to registered consumers.
Publix maintains a help center for suppliers on corporate.publix.com/business/publix-business-connection where it offers guides for item setup and management plus other information.
Displays & Signage
Displays and Signage
Publix promotes its own programs and private label products with a mix of standees, danglers, stanchion signs, shelf talkers, banners, violators and counter cards.
Account-specific displays are most common as part of scale events, but can also be tied to the retailer's ongoing programs with select CPGs such as Procter & Gamble or General Mills. It also uses displays to promote various sweepstakes with major CPGs, often using circular features and media advertising to direct shoppers to the display to find details on entry.
The retailer accepts relatively few types of displays, keeping stores looking cleaner than other conventional supermarkets. See the Retailer Receptivity chart for a rundown of Publix’s tactical P-O-P preferences.
Merchandisers |
|
Endcap Displays | Sometimes Used |
Shelf Trays/PDQs | Rarely Used |
Pallets | Sometimes Used |
Floorstands/Shippers | Often Used |
Dump Bins | Sometimes Used |
Power Wings/Sidekicks | Sometimes Used |
Category Management Systems | Sometimes Used |
Spectaculars/Lobby Displays | Rarely Used |
Racks | Often Used |
Secondary Refrigerated Displays | Rarely Used |
Signage/Media |
|
A-Boards | Sometimes Used |
Balloons | Sometimes Used |
Base Wrap | Often Used |
Ceiling Signs | Sometimes Used |
Checkout Ads | Sometimes Used |
Checkout Dividers | Rarely Used |
Circular Rack Ads | Rarely Used |
Cooler Clings | Often Used |
Counter Cards | Sometimes Used |
Demonstration/Sampling Kits | Often Used |
Digital Signage Ads | Rarely Used |
Endcap Signage Kits | Rarely Used |
Floor Clings | Rarely Used |
Header Cards | Sometimes Used |
At-Shelf Product Demo/Sample | Rarely Used |
In-Line/Category Headers | Sometimes Used |
In-Store Radio | Often Used |
Inflatables | Rarely Used |
Outdoor Signage | Rarely Used |
Neckhangers | Rarely Used |
New Item Showcases | Sometimes Used |
Pole Toppers | Rarely Used |
Printed Handouts | Rarely Used |
Placeholders, On-Shelf | Rarely Used |
Price-Label Messaging/Icons | Often Used |
Security Pedestal Ads | Rarely Used |
Shelf Blockers | Rarely Used |
Shelf Strips | Rarely Used |
Shelf Talkers | Often Used |
Shelf Danglers/Wobblers | Often Used |
Shopping Cart Ads | Rarely Used |
Side Panels | Sometimes Used |
Standees | Often Used |
Take-One Dispensers | Often Used |
Tearpads | Sometimes Used |
Stanchion Signs | Often Used |
Wall Banners | Rarely Used |
Window/Door Signs | Sometimes Used |
Violators | Sometimes Used |
In-Store Media
In-Store Media
Compared with other supermarket chains, Publix has few third-party advertising opportunities. Available programs include:
- Digital ads on Higi health screening kiosks from PRN.
- In-store national-brand product sampling by The Sunflower Group, Lenexa, KS.
Store Formats/Growth
Store Formats/Growth
Publix currently operates 1,366 stores in Florida, Georgia, Alabama, Tennessee, Kentucky, South Carolina, North Carolina and Virginia (as of March 2024). Plans are underway to open more markets in Virginia as well. Publix has continued to grow across its footprint, as well. In 2023, it opened 45 stores (half of which were in Florida) and remodeled 120, up from the 29 it built new and 117 it remodeled in 2022.
In January 2024 it opened its first Kentucky store. Five more Kentucky stores are in the works, including in Louisville, Lexington and Walton.
The first Louisville location is in the Terra Crossing Shopping Center, and the store is 55,701-square-feet and features a drive-thru Publix Pharmacy and an adjacent 3,200-square-foot Publix Liquors, the first located outside Florida that will offer beer, wine and spirits. It also includes Kentucky-exclusive products available only at that store. The first Lexington store will include a drive-thru pharmacy and a neighboring 3,200-square-foot Publix Liquors outlet.
Many new builds have Publix Liquors and Publix Pharmacy offerings, though due to state laws, some Publix stores cannot sell liquor. The retailer operates more than 300 adjacent Publix Liquor stores in Florida that sell spirits, wine, beer, soft drinks and bar accessories.
The retailer's flagship banner runs between 30,000 and 61,000 square feet and follows a standard supermarket model with packaged goods in the center store surrounded by a large produce section, a deli, fish and meat counters, a floral department, a bakery and a pharmacy. Green is the dominant color.
More recently, Publix has been opening a new, more experiential store in select locations. The prototypes tend to be larger (approximately 55,000 square feet) and house features such as an olive bar, more wine options, sushi made on site, outdoor seating, drinks on tap, and more.
Publix Pours
Publix continues to grow its "Pours" concept. Besides standard grocery departments, these stores include in-house bars that serve beer and wine as well as coffee drinks, teas and smoothies. There are seven Pours locations in central Florida.
Publix Sabor
Publix appeals to South Florida's large Hispanic community with the Publix Sabor banner, which offers an expanded selection of products from the Caribbean and Central and South America throughout the entire store, a full-service butcher and signage in both English and Spanish. A cafe serves coffee, warm pastries and pressed sandwiches. The format also offers unique services including bill payment and faxing. Stores utilize a brighter color palette accented by ceramic tiles and wrought iron. There are seven Publix Sabor stores.
Publix GreenWise Market
Publix debuted its GreenWise Market concept in 2018, focusing on natural, organic and specialty food products along with traditional grocery items, locally curated options and experience zones with products for any occasion.
By 2024, it's converted its eight existing locations to the traditional Publix grocery store format. A company spokesperson said the attributes of GreenWise Markets were well-received, but customers preferred to access them in the traditional Publix setting. Some popular elements, such as its burrito bars, are being added to new and existing Publix locations.
Special Departments/Services
Special Departments/Services
Fresh and prepared foods are a major focus and stores include:
- Bakeries making custom cakes.
- Delis that offer sliced meats and cheeses, party platters, sub sandwiches, and a selection of 36 domestic and imported cheeses.
- Butchers cutting and packaging meat to order.
Some locations are getting burrito bars, a popular item in the now shuttered GreenWise format. The bars feature burritos, tacos and bowls as well as pizza, pasta, appetizers and flavored popcorns.
Most Publix stores have pharmacies that offer flu shots, and some also provide walk-up testing and treatment for the flu, colds and strep throat. The department also hosts Higi or BayCare HealthHub kiosks where shoppers can test their blood pressure, weight, pulse and BMI and create an account to track the information over time or share it with their doctor or pharmacist.
The retailer has added walk-in telehealth clinics at several stores in Florida and South Carolina through partnerships with three hospitals in the southeast, including:
- BayCare Health System, catering to Tampa, Florida, and surrounding communities;
- Beaufort Memorial, catering to Beaufort, South Carolina, and nearby areas; and
- Flagler Health+, catering to St. Johns County, Florida, and nearby communities.
These locations provide a private room equipped with teleconferencing and medical diagnostic equipment that allows shoppers to receive non-urgent medical care.
Pharmacies have access to interpreters who speak the hundreds of languages found in the retailer's operating area, use assistive listening and telecommunication relay services to help the deaf and hearing or speech impaired, and provide large format print or audio labels on prescriptions for the visually impaired.
Starbucks operates cafes within 25 Publix stores. The retailer serves Florida-based Kahwa Coffee at several Pours cafes, in-store bars where customers can pick up a coffee, tea, a smoothie or alcoholic beverage to sip as they shop.
Some South Florida and Tampa Publix stores offer free valet parking.
Customer Segments
Customer Segments
Unlike most supermarket operators, Publix does not have a loyalty program, making it difficult to conduct any detailed analysis of shopper demographics and corresponding behaviors. Families are a major focus, with the retailer operating programs specifically tailored to new moms and offering plenty of timesaving products and services for parents. The retailer also targets shoppers who value novel and high-quality food with promotions and programs focused on seasonal produce, globally inspired fare and fine wines. Publix shoppers tend to place a premium on service, willing to pay slightly higher prices than they'd find at other retailers to ensure a good experience.
Internet Marketing
Internet Marketing Strategy
The most prominent area of publix.com is a carousel ad that is used to promote current programs, ways to save at Publix (such as coupons or BOGOs), and the retailer’s services and prepared foods. National brands are depicted there only as part of ads highlighting programs. Home page display ads link to sections that allows consumers to browse products by category and add them to a shopping list, the page to register for a digital account, and a tool for ordering from store delis for pickup.
Other sections include:
- A "Savings" page that groups together current circulars and in-store flyers, BOGO deals, printable and digital coupons, details on private labels, and information on identifying discounted items in stores.
- A "Shop Online" page that lets consumers select from in-store pickup, delivery, curbside pickup or Publix gift cards.
- A "Pharmacy & Wellness" page that lets consumers refill prescriptions and provides information on services such as the retailer's nutrition labeling program, vaccine offerings and dietitian consultations.
- An "Order Ahead" option where consumers can order Publix subs, catering, meals, bakery items and more.
Digital versions of Publix's circulars allow shoppers to add products to their shopping list or print coupons. Shoppers can also sort the circular's content and see only coupons, BOGO deals or discounts on private label products or specific departments.
In the absence of loyalty cards, Publix's digital coupons program is linked to the shopper's phone number, which is provided at checkout to redeem the offers. Shoppers receive a weekly email with personalized digital coupons based on their shopping history.
A "Publix Weekly Update" email sent on Wednesday links to the weekly ad and plugs new store programs and products. The retailer also has several opt-in email programs that send messages out about once a month:
- "Health & Wellness" provides relevant tips and recipes.
- "Aprons Simple Meals" links to recipes and cooking videos.
- "Wine Program" links to articles about wine within publix.com and promotes category sales.
- "Paws" offers a monthly pet care tip and links to exclusive coupons for pet products.
Elsewhere online, the retailer runs display ads on consumer websites. The vast majority promote general marketing programs or private-label products.
Publix launched a blog, The Publix Checkout, in August 2016. Posts are made several times a week covering recipes, community initiatives, health and wellness, sustainability, entertaining and other topics.
Given the lack of brand presence within publix.com, many manufacturers have taken to creating dedicated websites for account-specific promotions and coupons. Procter & Gamble started savingspg.com, General Mills created readyplansave.com, and Kraft Heinz Co. operates stockingspree.com with help from P&G, PepsiCo and Mondelez International.
Hello, Kentucky Website
In mid-2023, Publix launched a "Hello, Kentucky" website. There, consumers can view a quick introductory video and sign up for email alerts for grand opening details on one of five future locations (two in Lexington and three in Louisville).
Mobile Marketing
Mobile Marketing Strategy
Mobile Application
The grocer's mobile app lets users:
- Pay for groceries in stores using Mobile Pay, a contactless payment method. (Also accepts contactless payments such as Apple Pay, Android Pay, Samsung Pay, Google Pay and other NFC payment apps.)
- Browse and clip personalized deals via the Club Publix loyalty program.
- View store-specific circular ads.
- Browse products on sale by category or department.
- Add items to a shopping list by browsing the circular, searching a list of products or typing in an item. Lists are organized based on the aisle where the product is stocked.
- View Aprons recipes, which can be sorted by category, and add ingredients to the shopping list or view instructional videos.
- Refill Publix Pharmacy prescriptions by scanning the prescription number and store number and selecting a pickup time.
- Browse “Featured Products” (see “Digital Marketing”) and get recipes incorporating them.
- Access My Publix accounts (see “Digital Marketing”) to view saved recipes and manage preferences.
- Find nearby stores and get their hours and driving locations to them. Results can be filtered to only show locations that have a drive-thru, pharmacy or liquor store.
Social Media
Social Media Strategy
Publix is highly active on social media and has earned a following that is larger than many national players. Its Facebook, Instagram and Twitter activity closely align, posting multiple times a week (sometimes per day), often spotlighting brand-agnostic and private-label recipes that link to an Aprons recipe page within publix.com. Occasionally, the retailer will also tout new store openings, cause activity or private-label items as well as share DIY inspo, shopping tips, employee appreciation updates and store information.
Facebook: 2.88 million followers (as of April 2023)
Instagram: 266k followers (as of April 2023)
Twitter: 258.3k followers (as of April 2023)
YouTube: 56.5k subscribers (as of April 2023)
- Typically posts videos once a month, spotlighting cooking demonstrations as part of its Aprons program. It also shares TV spots and videos touting cause activity and services or spotlighting employees.
Pinterest: 76.6k followers (as of April 2023)
- Boards are primarily seasonally focused, sharing a mix of Aprons recipes and tips for crafts or party planning.
E-Commerce
E-Commerce Strategy
Publix is among the nation’s most “digitally mature” grocery retailers, according to digital insights firm Incisiv's 2021 "Grocery Digital Maturity Benchmark" report, for both investing in its front-end shopping platform as well as back-end integration, fulfillment, customer service and operational excellence.
Publix was also the second-ranked grocery store for e-commerce in Ipsos’ 2021 survey of 2,000 American consumers. The market research company gave Publix high marks in its "E-Commerce Experience Report" due to ease of ordering, superb communication, order accuracy and excellent contactless handoffs.
The retailer offers its own in-store pickup service for deli orders of items such as sub sandwiches, party platters and cakes across all store locations, and leans on third-party partners for additional fulfillment services.
Instacart
Publix and Instacart first teamed up in 2016 to test same-day delivery in as fast as one hour. Today, Instacart powers both curbside pickup and delivery, the latter in as fast as 30 minutes via the Publix Quick Picks virtual storefront.
- The services are available across the retailer's entire market area.
- Most of the retailer's assortment is eligible, including fresh groceries, pantry items, household essentials and deli orders. Publix and Instacart are also teaming to offer "Holiday Entertaining" meal bundles.
- Alcohol delivery and pickup is available in select markets.
- The partnership supports EBT SNAP payment integration.
The partners recently launched a delivery option that acts as a virtual express lane. Dubbed “Publix Quick Picks,” the new virtual storefront is available across Publix's seven-state footprint, and allows shoppers to shop the grocer’s wide assortment, including grocery, pantry and household essentials, with Instacart’s 30-minute “priority delivery.”
Shipt
Same-day grocery delivery is also available via Target's Shipt since 2015.
Circulars
Circulars and Publications
- Sale date: Thursday through Wednesday or Wednesday through Tuesday based on region.
- Top featured categories: fresh foods, prepared foods, packaged home goods.
Circulars are 16 pages in length and focus heavily on perimeter departments. The design employs ample white space and high-quality beauty shots of featured products that can allow national brands to stand out. Compared with most supermarket chains, health & beauty and OTC products get little attention. BOGO deals, the retailer's loyalty programs and new products are regularly spotlighted. The tab often has a theme and uses associated calls to action on multiple pages. The back page of each tab is devoted to products that are discounted for several weeks.
Vendor-supplied incentives occasionally appear in the main circular but are far more common in the retailer's coupon books. Valid for two weeks, the books are divided into food and non-food and offer plenty of space for brands to plug new products and account-specifics sweepstakes or incentives.
Publix also regularly devotes circulars to a particular category or occasion such as baby or back to school.
Stores dispense flyers each week that compare prices on dozens of key items at Walmart and Publix and share the amount a shopper can save by doing a large shop at the supermarket rather than the mass merchant.
Loyalty Programs
Loyalty Programs
Until March 2020, Publix was one of the few supermarket chains that did not have a general loyalty card program. The regional grocer now operates its first loyalty membership program, Club Publix, offering exclusive member perks, personalized content, early sale notifications and the ability to scan the Publix app to pay and receive e-receipts.
The free-to-join membership program is built around certain shoppers’ desires for “first-to-know” information. Personalized communications (email, direct mail and app notifications) will be based on an individual member’s purchasing data, enabling Publix shoppers to be “the first notified” about BOGOs and other sales, learn about product launches early and get a sneak peek at the weekly ad, among other perks.
Additionally, the chain operates a Wine Discount Program, offering 5% on purchases of four-seven bottles of wine, and 10% when you buy eight or more bottles. No membership or sign-up required.
Private Label
Private Label
Publix is known for offering high quality private label products, which are sold under three brands.
- Publix: The national brand equivalent spans categories including beverages, fresh and prepared foods, packaged snacks, OTC products and baby products. The brand's packaging boasts a simple, clean look, mainly white with bright accent colors.
- Publix Premium: In blatant contrast to the main line, Publix Premium instead uses black as its primary color and positions itself as better than national brands. Categories include frozen foods, beverages, pet food and packaged foods and can capitalize on flavor trends with limited-edition SKUs.
- GreenWise: The line has hundreds of organic and natural products including fresh, prepared and frozen foods; vitamins and supplements; and some personal and household SKUs.
All GreenWise products meet at least one of five requirements such as USDA- certified organic, make an environmental claim on the package, and are made at least 70% organic. All SKUs additionally excludes a lengthy list of ingredients, which is reviewed and modified annually based heavily on customer feedback.
The retailer regularly promotes its private labels by offering incentives that pair free adjacent SKUs with the purchase of select national brand products. It also uses violators to position its products as more affordable alternatives to national brands and promotes private labels as part of its category-focused omnichannel promotions.
Cause/Community Programs
Cause/Community Programs
Publix Charities contributes to disaster relief efforts, Feeding America and Habitat for Humanity. Each year the retailer also hosts a series companywide campaigns:
- Children's Miracle Network: Kicking off in May, the fundraiser rewards contributors with coupons from several CPGs.
- Food for All: Run by Making Change, the November campaign solicits donations at checkout for community organizations that fight hunger.
- Food for Sharing: Solicits donations for local food banks at checkout during the spring and fall.
- March of Dimes: The retailer is the top national partner for the nonprofit's March for Babies walks, running an annual three-week fundraiser that solicits donations at checkout. Since 1995, Publix has helped raise more than $100 million for the nonprofit.
- Special Olympics: The retailer joins with Procter & Gamble every January to solicit donations in exchange for coupons.
- Tools for Back to School: Shoppers who donate $5 to local charities and schools receive a reusable bag.
- United Way: Publix is one of the biggest U.S. contributors to the nonprofit, matching donations made by individual employees.
- Publix Serves Week: Companywide initiative where employees volunteer for more than 200 organizations including Keep America Beautiful, parks, zoos, gardens, and other environmental sustainability nonprofits.
In 2023, Publix and the Decatur Downtown Development Authority co-sponsored a free electric shuttle service in Decatur, Georgia, after a local grocery store shuttered its doors in 2022. The service is operated by Let's Ride Atlanta, a minority-owned business, and it takes residents to multiple points across the city's downtown, including to the nearby Publix.
Advertising Strategy
Advertising Strategy
Tagline: Where shopping is a pleasure
Primary media: Local TV and radio, ROP newspaper ads, online display; significant investments in Hispanic media
Publix uses run-of-press ads in regional newspapers to promote services, prepared foods offerings, seasonal efforts, cause campaigns and new stores. The retailer also buys space in some Hispanic-focused newspapers for Spanish language ads.
TV spots tend to have fairly generic seasonal themes, often showing families celebrating together, and run in both Spanish and English. Some spots tout cause campaigns or promote sweepstakes.
Radio spots most commonly promote account-specific sweeps and deals on products from partnering CPGs. Unlike with TV spots, radio ads for seasonal campaigns often list deals on specific brands.
Price focus is common in display ads, which run primarily on cooking and entertainment websites. Other ads plug private label products, major sales, events happening in stores or community events sponsored by the retailer. Some tout account-specific promotions with major CPGs including Coca-Cola Co. and Dr Pepper Snapple Group.
Solution Providers
Solution Providers
- Advertising: 22squared, Atlanta
- Digital coupons: Inmar, Winston-Salem, North Carolina
- Public Relations: Jackson Spalding, Atlanta
- Prescription delivery: ScriptDrop, Columbus, Ohio
- POS advertising: Neptune Retail Solutions, Jersey City, New Jersey
- P-O-P vendor: The Royal Group, Cicero, Illinois
Sponsorships
Sponsorships
- National Football League: Activates its sponsorship of the Atlanta Falcons, Jacksonville Jaguars, Miami Dolphins and Tampa Bay Buccaneers during football season by offerings themed deli sandwiches, running in-store events and partnering with fellow NFL sponsor Procter & Gamble for a "Tackle Everything" sweeps with prize pools varying by team.
- Baseball: The retailer holds the naming rights for a stadium in its hometown of Lakeland, Florida, which is used by Major League Baseball's Detroit Tigers for spring training and the minor league team the Lakeland Flying Tigers. The sponsorship of Publix Field at Joker Marchant Stadium runs through 2036.
- Publix Gasparilla Distance Classic: The Tampa, Florida race consists of a half marathon, 15K, 10K, 5K and children’s races. The sponsorship is designed to illustrate Publix's commitment to the health and wellness of its shoppers and the retailer provides training tips and healthy recipes on its website to help runners prepare.
- Youth Soccer: Publix supports the United States Youth Soccer Associations in Alabama, Florida, Georgia, South Carolina, North Carolina, Virginia, Kentucky and Tennessee. In-store displays promote the programs.
- Magic Sports: Publix is the title/presenting sponsor for several of the sports event production company's half-marathons, triathlons and other running races throughout Kentucky and Tennessee.
Marketing Expenditures
Marketing Expenditures
Advertising expenses were as follows:
- 2023: $318 million
- 2022: $317 million
- 2021: $280 million
- 2020: $245 million
- 2019: $245.4 million
- 2018: $249.1 million
- 2017: $251.9 million
Metaverse
Metaverse
Publix filed for a patent for its name, logo and tagline so it can offer non-fungible tokens (NFTs) and open a retail store with virtual products that includes grocery, dining and prescription options.
![Publix](https://assets1.p2pi.com/styles/hero/s3/2022-07/publix_logo.png)
Publix Promotional Calendar
A roundup of seasonal promotions.
January
- New Year: Social media updates link to Publix.com blog posts sharing brand-agnostic recipes and tips on how to stay healthy and preserve produce longer.
- Super Bowl: NFL sponsors get the spotlight in stores via secondary merchandising space. Social media updates and Publix.com present recipes.
- Special Olympics: Decades-old fundraising campaign with P&G.
- Frozen Rewards Club: Three-month campaign rewards shoppers who spend $30 on Conagra Brands frozen products with a $10 store gift card.
- Martin Luther King Jr. Day: Social media updates link to BlackCommunity.Publix.com spotlighting Black employees sharing their thoughts on the day.
- Cold & Flu
February
- Black History Month: Social media updates and BlackCommunity.Publix.com spotlight Black cuisine and recipes.
- Valentine’s Day: Confectionery and gifts enjoy secondary display space. Social media updates link to Publix blog posts sharing brand-agnostic recipes.
- American Heart Month: Elevates heart-healthy foods and dietitian info in circulars. Displays in the pharmacy department dispense information on heart health and a booklet of coupons for relevant OTC products.
- Super Bowl
- Frozen Rewards Club
- Cold & Flu
March
- March Madness: Partners with official sponsors Coca-Cola Co. and Mondelez International's Nabisco for a sweepstakes. Tournament sponsor Unilever enjoys circular activity, which also promotes deli items.
- St. Patrick's Day: Spotlights Irish recipes through the retailer’s Aprons Simple Meals program. Social media updates link to a promotional page with Publix.com sharing recipes and celebration essentials such as a pack of Guinness beer.
- Easter: Circulars and store displays showcase food and beverages, basket-fillers, decor and confectionery. Social media updates support.
- Passover: Displays and circular features spotlight foods for the Jewish holiday. Social media updates link to a landing page on Publix.com with “Kosher for Passover” recipes.
April
- Earth Day: Encourages the purchase of reusable bags and eco-friendly products. Social media posts link to online information about the grocer’s sustainability efforts.
- March for Babies: Annual campaign to benefit the March of Dimes nonprofit. Enlists manufacturers for coupon offers and donations.
- Allergies: Displays, signage and circulars spotlight allergy relief SKUs.
- Spring: Displays from national brands tying in to the season enjoy secondary merchandise space.
- Graduation: Social media activity focused on the perimeter department for cakes, flowers, and catering services.
- Wedding Season: Social media activity focused on the perimeter department for cakes, flowers, and catering services.
- Easter
- Passover
May
- Cinco de Mayo: A sampling event spotlighting Mexican fare and secondary display space for relevant products.
- Grilling: Spotlight on private label meat and grilling essentials.
- Mother’s Day: Digital activity offers recipes and positions perimeter department offerings as gift ideas. Circulars spotlight deals on giftables such as roses, wine, chocolates and lobster tails. Social media updates thank moms.
- Summer: Store displays spotlight seasonal produce.
- Memorial Day: Social media posts honoring our nation’s heroes.
- Allergies
June
- Berry Bash: A dedicated circular spotlights seasonal produce and products that contain or can be served with berries.
- Father's Day: Purchase incentives on men's grooming products. Social media updates celebrate the holiday.
- Produce for Kids: Biannual campaign in partnership with Feeding America, centered around better-for-you products and consumption of produce. Solicits donations.
- Storm Basics: An annual program for hurricane season emergency needs (batteries, flashlights) and non-perishables, with Conagra Brands as lead partner. Social media updates share educational messages.
- Summer: Activity continues. Circulars advertise items such as steak and salmon for the grill.
- Juneteenth: Brand-agnostic social media activity commemorates the holiday.
- Allergies
July
- Back to School: Discounts on key categories jump start the season.
- 4th of July: Stores make room for patriotic displays from brands including Bud Light.
- Summer
- Allergies
August
- Football/Tailgating: Leverages NFL sponsorships of manufacturers including PepsiCo/Frito-Lay, Mars Inc. and Bud Light for a number of sweepstakes, themed tasting events and a large in-store presence. Also partners with Procter & Gamble for an annual "Tackle Everything" sweepstakes.
- Back to School: In-store signs and displays spotlight school essentials and deals. Sells reusable bags to gather donations for Tools for Back to School. A themed tasting event spotlights kids snacks. Social media updates highlight food items for packed lunches and easy weeknight meals.
- Summer: Stores continue to accept themed displays from national brands such as Miller Lite.
- Allergies
September
- Cold & Flu: Dangles store gift cards with vaccinations. Unites a variety of national brands for a display spotlighting OTC cold relief.
- Football/Tailgating: Circular and social media activity promote deals on packaged foods. In 2023, the grocer introduced four NFL-inspired subs to its menus.
- 9/11: Social media activity in 2022 honored the victims, survivors and heroes.
October
- Halloween: Confectionery brands enjoy secondary merchandising space and receptivity for seasonal displays. Social media updates invite families to trick-or-treat in stores.
- Fall/National Pumpkin Day: Circular activity plugs seasonal decor for the home while social media updates spotlight pumpkin bakery treats.
- Hispanic Heritage Month: A spotlight on Hispanic employees via videos shared on social media.
- Cold & Flu
- Football/Tailgating
- Allergies
November
- Holiday: Seasonal displays from national brands enjoy secondary placement. Circular features plug deals on fruit for pies. Social media posts tout Publix Charities’ work to alleviate hunger.
- Veterans Day: Veterans, active military and their families receive a discount on groceries. Social media updates thank them for their service.
- Football/Tailgating
- Cold & Flu
December
- Pearl Harbor Day: Social media update remembering the fallen.
- National Bacon Day: Brand-agnostic, bacon-centered recipes shared via social media updates directing shoppers to a blog post on Publix.com.
- Holiday
- Cold & Flu
- Football/Tailgating