Why Next to Bottom Dollar? Answers to Frequently Asked Questions About the New Good Cents Store

When Giant Eagle announced plans to open a discount grocery store—originally to be named Valu King—right next door to competitor Bottom Dollar Foods in Ross Towne Center, readers of North Hills Patch  had a lot of questions. 

During a tour of the new store Friday, John Tedesco, Senior Vice President of Merchandising answered them.

(Patch) Why would you open next to your direct competitor?

(Tedesco) "It certainly wasn't by design. The reason we're here is that it's just a great location. Lots of people, a very heavily trafficked area and we like the center. It had nothing to do with a competitor being next door."

(Patch) So what's the difference between a regular Giant Eagle and Good Cents?

(Tedesco) "There aren't the levels of service here that you find in a Giant Eagle. There's also not the vast variety of product offering that you would find in a Giant Eagle. Having said that, the offering is considerably greater than what you find in other discounters. The other difference, we're the lowest price in town, across the board. Customers can come in and experience that for themselves."

(Patch) Giant Eagle has its regular stores, Market District, and Getgo gas station/convenience stores? Why Good Cents?

(Tedesco) "We're filling a void that exists for a large number of customers who don't want to shop at the typical supermarket and don't want to shop at a discounter. They want to pay low prices, get great values, but they also want a selection. The want fresh, high quality produce, deli products and meat. They want to see meat cut in the store. They want variety, and they're going to find it."

(Patch) Why the name change from Valu King to Good Cents?

"When we were talking to customers about their perception of Valu King, never having been in one, as soon as we mentioned the word Valu King they said, "Oh you're like Aldi, oh you're like Save-a-lot' I think those guys are really good at what they do, and I give them a lot of credit, but that's not what we are. We needed to find a name that customers could relate to. Good Cents, a little play of words, always fresh not real fancy, and emphasis on, 'It's clean, neat, well-lit safe but it isn't as fancy as its presentation.' "

(Patch) Good Cents vs. Bottom Dollar—did your competitor's name have any influence in the naming of this store?

(Tedesco) "Purely a coincidence, I'm telling ya."

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