The Winn-Dixie Company has officially completed the conversion of its final eight Harveys Supermarket locations over to the Winn-Dixie banner. This strategic move effectively brings a quiet end to the 102-year-old Harveys brand, unifying the grocer’s remaining store portfolio under a single name.
The transition brings a refreshed store design, an expanded selection of authentic Hispanic items, and updated meat, seafood, and produce departments to the affected neighborhoods.
The Converted Locations
The eight newly rebranded stores span across Florida and southern Georgia:
- Lakeland, FL: 2630 U.S. Highway 92
- Lakeland, FL: 1305 Ariana St. W.
- Jacksonville, FL: 201 W. 48th St. (Brentwood location)
- Jacksonville, FL: 5250 Moncrief Road W.
- Jacksonville, FL: 5909 University Blvd. W.
- Lake City, FL: 4506 SW Heritage Oaks Circle
- Ocala, FL: 3445 N. Pine Ave.
- Folkston, GA: 3606 S. Second St.
What Changes for Shoppers?
The Rewards Program: Existing Harveys Rewards points automatically transfer directly over to the Winn-Dixie Rewards app. Shoppers just need to log in with their phone number to keep their points and access standard weekly deals, BOGOs, and Price Hold savings.
- Familiar Faces: Winn-Dixie has retained the existing Harveys store associates at these locations, meaning you will still see the same local staff.
- Upgraded Offerings: Alongside standard Winn-Dixie “Own Brand” items, the rebranded stores feature updated layouts with enhanced deli, bakery, and prepared food sections.
This milestone is part of a broader corporate pivot following a complex series of restructurings over the last couple of years—including the initial ALDI acquisition of Southeastern Grocers and a subsequent buyout by a private investor consortium. Alongside these conversions, the company announced a $65 million capital investment over the next five years to anchor its corporate operations and neighborhood stores in its ancestral home of Jacksonville.