“Operating under the name MainStreet Market will enable us to take the best of what Marsh stands for in these communities and add a much more customized marketing approach for these stores,” said Frank Lazaran, Marsh chairman, chief executive officer and president, in a news release.
Indianapolis-based Marsh operates 99 supermarkets in Indiana and Ohio.
According to the company, there will be a new logo on buildings, road signs and display signs and tags throughout the stores that have the change.
Marsh also has a location in Middletown, but it’s unclear whether the name of that store will change. The company couldn’t be reached late Wednesday afternoon.
The Middletown store, 621 N. University Blvd., had a $1.5 million remodel in 2007 and is called Marsh Hometown Market, part of a rebranding effort at the time.
The effort announced Wednesday refines that strategy, which named stores Hometown Market or Marsh the Marketplace based on size and products sold, the company said.
“Consumer research has consistently indicated that while our initial strategy aimed to better position and differentiate our stores according to their size and varying consumer demands, the fact that both banners continued to operate under the Marsh name limited our ability to do so,” Lazaran stated.
One of Marsh’s Hamilton locations on South Erie Highway closed in December. Other Hamilton locations are 1204 Main St. and 1500 Plaza Drive. The Fairfield location is at 5065 Pleasant Ave., and in Warren County, a Marsh Supermarket is located at 1084 E. Second St. in Franklin.