The EXPO-AM supermarket entered the Rochester, Massachusetts food market
using a retailing format that its parent company had used successfully in England
where it went under the store banner “Super EU.” This case describes how the
concept was developed and implemented in Rochester over a three year period,
2000-2003. At the time of the case, 2003, Ted Edwards, the general manager of
Super AM Food Markets, has been asked to prepare a turnaround plan for the
banner after it has shown poor performance.