Food City

Leading regional supermarket chain in the Appalachian region with over 130 stores, competing against national grocery and mass-market retailers through localized marketing and loyalty programs.

Food City is a privately held supermarket chain operated by K-VA-T Food Stores, Inc., headquartered in Abingdon, Virginia. The chain operates more than 130 grocery stores primarily across Virginia, Tennessee, Kentucky, and Georgia, making it one of the dominant regional grocery retailers in the Appalachian region. Founded in 1955, Food City has grown through a combination of organic expansion and acquisitions to become a significant employer and community institution in its operating markets. From a marketing and advertising perspective, Food City runs a robust loyalty program called the ValuCard, which enables personalized promotions, targeted discounts, and data-driven marketing to its customer base. The company invests in traditional and digital advertising including weekly circulars, television, radio, and digital channels to drive store traffic. Food City also engages in cause-related marketing and community sponsorships, including naming rights deals such as the Food City 500 NASCAR race at Bristol Motor Speedway, giving the brand significant regional media exposure. Food City competes with national chains such as Kroger, Walmart, and Ingles Markets, as well as regional players, differentiating itself through localized product assortment, competitive fuel rewards programs, and deep community engagement. Its marketing strategy emphasizes value, local sourcing, and customer loyalty, positioning it as the hometown grocery alternative to national chains in its core Appalachian markets.