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45-497: The first edition of the event, held June 17, 2007, featured the largest prize in triathlon history, at $ 200,000 each for the men's and women's elite winners through organizer and presenting sponsor Hy-Vee , a regional grocer. Approximately 10,000 spectators came downtown to the event, which was held in downtown Des Moines, swimming at Gray's Lake and finishing at the Iowa State Capitol . The 2008 edition, held June 22, served as

90-580: A chain made famous by the same-titled A&E reality series . Hy-Vee's largest store in the United States opened June 13, 2023, in Gretna, Nebraska (near Omaha ), with nearly 135,000 square feet (12,500 m ) of retail space. Even larger stores of 150,000 square feet (14,000 m ) are planned for Zionsville, Indiana , and Louisville, Kentucky ; the Zionsville store currently has no set opening date, while

135-551: A cigar room, a new design for the hot food area inspired by food halls, fitness equipment from Johnson Fitness & Wellness , redesigned wine and spirits section, DSW shoe department, and nail salon named The W Nail Bar. Also in the same month the chain opened a similar store in Eau Claire, Wisconsin . This location was the first opened in the state outside of the Madison area . In November 2021, Hy-Vee received several awards from

180-463: A company's marketing strategy. The phrases may be used to attract attention to a distinctive product feature or reinforce a company's brand. According to the 1913 Webster's Dictionary , a slogan ( /ˈsloʊɡən/ ) derives from the Scottish Gaelic " sluagh-ghairm ", a battle cry . Its contemporary definition denotes a distinctive advertising motto or advertising phrase used by any entity to convey

225-652: A craft beer station, wine and spirits section, made-to-order meals, take-and-heat meals, meal kits, and a Starbucks with a drive-thru. Unlike other Hy-Vee locations, the convenience store was not open 24/7 ; in some markets, Hy-Vee Fast & Fresh was meant to compete with Walmart Neighborhood Market , a similar small-store concept launched in 1998. In 2019, Hy-Vee announced it would open Joe Fresh clothing sections in stores and replace its previous F&F clothing departments. On January 27, 2020, Hy-Vee agreed to acquire six former Shopko locations in Iowa that will re-open under

270-501: A full selection of grocery items, a bakery section with a full range of fresh-baked items, a dollar section, a Wall of Value, ready-to-eat meal offerings, and other services. In 2018, the first Hy-Vee Fast & Fresh convenience store opened in Davenport, Iowa . It offered standard pantry and frozen grocery items alongside fresh produce, dairy, meat, and bakery departments. It also had a gas station, online pickup, wood-oven pizzas, sushi,

315-630: A half stake of a store in Kellerton, Iowa , the other half being owned by the General Supply Company. In 1930, Vredenburg and Hyde started a separate partnership from the General Supply Company, named Supply Stores, and opened their first store in Beaconsfield, Iowa . In 1932, The General Supply Company was dissolved because of the effects of the Great Depression . Vredenburg purchased most of

360-568: A new logo. In 1957, Hy-Vee opened its first in-store bakery at the Iowa City, Iowa , store. In 1960, the company became employee-owned by the Employees' Trust Fund. The slogan "Where There's a Helpful Smile in Every Aisle" was first used in a TV commercial in 1963. The company's name was officially changed to Hy-Vee Food Stores, Inc., in 1963. In 1969, Hy-Vee expanded into Minnesota after acquiring

405-867: A purpose or ideal. This is also known as a catchphrase . Taglines , or tags , are American terms describing brief public communications to promote certain products and services. In the UK, they are called end lines or straplines. In Japan, advertising slogans are called catch copy ( キャッチコピー , kyatchi kopī ) or catchphrase ( キャッチフレーズ , kyatchi furēzu ) . Most corporate advertisements are short, memorable phrases, often between three and five words. Slogans adopt different tones to convey different meanings. For example, funny slogans can enliven conversation and increase memorability. Slogans often unify diverse corporate advertising pieces across different mediums. Slogans may be accompanied by logos, brand names, or musical jingles. In August 1859, Thomas Beecham , founder of

450-527: A redesigned Hy-Vee website offering online shopping for such items as holiday meals, floral arrangements, and catering selections; gift cards were added in 2006. Hy-Vee was selected as Progressive Grocer's Retailer of the Year in 2003. Drug Town stores were renamed Hy-Vee Drugstores in 2005. Hy-Vee celebrated its 75th anniversary in 2005 with the publication of a second company history book ( The History of Hy-Vee ). In 2007, Hy-Vee's first store, in Beaconsfield, Iowa ,

495-531: A third distribution center in Nashville, their first outside of Iowa, which will service the seven new stores and southern Missouri. Hy-Vee had originally planned to build a third distribution center in Austin, Minnesota but put those plans on hold indefinitely. In December 2021, Hy-Vee expanded its online offering by introducing ship-to-home services. Customers are now able to purchase bulk grocery items directly from

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540-414: Is neither memorable nor pithy. However, proponents argue if taglines enter everyday public discourse, the company's market influence could exponentially increase. A marketing slogan can play a part in the interplay between rival companies. A functional slogan usually: The business sloganeering process communicates the value of a product or service to customers, to sell the product or service. It

585-715: Is one of the largest in Hy-Vee's history. Potthoff said privately owned Strack & Van Til will become a subsidiary of Hy-Vee but will retain its logos, name, and branding. Having previously announced locations in Zionsville and Noblesville for Indiana expansion, Hy-Vee says those timelines for opening may now shift, but are still in the plans for expansion. "We plan to continue to build in these areas," Potthoff said. "Due to this acquisition, we are reviewing and finalizing our construction timeline for those locations." Advertising slogan Advertising slogans are short phrases used in advertising campaigns to generate publicity and unify

630-568: Is the largest in the chain by square footage. It is the fourth location in Wisconsin. In December 2021, Hy-Vee launched a new subsidiary, RedBox Rx, which provides telehealth online pharmacy services and ships prescriptions directly to patients' homes. In December 2021, Hy-Vee announced it would close four locations. Two locations, one in Cedar Rapids, Iowa and one in Moline, Illinois (acquired in

675-563: The Iowa Barnstormers . At the turn of the millennium, Hy-Vee increased its focus on customers' healthy lifestyles. HealthMarket private-label products were introduced in 2001. The company also began its initiative to provide customers with the services of corporate and in-store dietitians. Stores began offering an expanded line of ethnic foods to the Midwest's increasingly diverse population. Online shopping capabilities expanded in 2005, with

720-650: The 2000s as part of the Eagle Food Center bankruptcy) will be closed permanently. A store in Kansas City, Missouri will be converted into a Wall to Wall Wine and Spirits location, and another in Sioux Falls, South Dakota will be renovated into a non-retail bakery and pharmacy fulfillment location. In December 2021, Hy-Vee announced plans to expand into four new states, with plans to open at least 21 new stores by 2025 with seven of these 21 to open no later than 2023, in

765-517: The British firm Beechams , created a slogan for Beecham's Pills : "Beechams Pills: Worth a guinea a box", which is considered to be the world's first advertising slogan, helping the company become a global brand. The phrase, which first appeared in a Beechams advertisement in the St Helens Intelligencer , was first said to be uttered by a satisfied lady purchaser from St Helens , Lancashire,

810-513: The CEO role. Randy Edeker will remain chairman of the board. On April 17, 2024, Hy-Vee announced the acquisition of Strack & Van Til stores of Highland, Indiana, adding 22 locations in Northwest Indiana. The acquisition also included the single Town & Country location under Strack & Van Til's ownership. Hy-Vee did not reveal the price, but spokesperson Tina Potthoff said the purchase

855-926: The Des Moines metro that re-opened under the Hy-Vee Fast & Fresh Express brand on March 20, 2020. In August 2021, Hy-Vee announced a new standalone liquor store named Wall to Wall Wine and Spirits, with plans to open four stores in West Des Moines, Iowa , Papillion, Nebraska , Omaha, Nebraska , and Lincoln, Nebraska . In September 2021, Hy-Vee opened a 92,989-square-foot flagship store in Grimes, Iowa . The "smart store" contains new technology for Hy-Vee, including scan-and-go shopping, salad-making robot vending machines, digital shelf labels, and self-serve kiosks that allow customers to order bakery items, hot food, or fitness equipment. The store also has experimental ideas including

900-463: The Dollar Fresh brand by late summer. On February 10, 2020, Hy-Vee grocery stores ended 24-hour service at most locations. Most of the 24-hour stores are closed between midnight and 5 a.m., though hours vary by location. The stores still have stock crews working overnight, but the stores are not open to the public. On February 19, 2020, Hy-Vee acquired four QuikTrip convenience store locations in

945-631: The General Supply Company, an RLDS Church -owned company based in Lamoni, Iowa . In 1921, Charles Hyde started working for the General Supply Company's store in Woodbine, Iowa , which was operated by Vredenburg & Lewis. In 1922, the General Supply Company was formally incorporated. Vredenburg was president and Hyde was a member of the board of directors. In 1924, Hyde left the General Supply Company and started his store in Cameron, Missouri . In 1927, Hyde purchased

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990-531: The Hy-Vee Deals website, and a pet specific website (Petship) was also launched. In February 2022, Hy-Vee opened its long-awaited second Springfield, Missouri store. In March 2022, Hy-Vee announced a new location in Spring Hill, Tennessee , its first location in the state. On July 27, 2022, the company announced that Randy Edeker woule step down from his current position as CEO, and Aaron Wiese would assume

1035-592: The Hy-Vee Market Grille. In 2015, Hy-Vee brought online shopping to all stores with the introduction of its new website, Hy-Vee Aisles Online. The company's loyalty program adopted Hy-Vee Fuel Saver + Perks branding. In September 2015, Hy-Vee opened its first stores in the Minneapolis–Saint Paul metropolitan area. In 2016, Hy-Vee began opening clothing boutiques featuring Tesco 's F&F brand in select larger locations. In 2017, Hy-Vee became

1080-914: The Hy-Vee Triathlon, kept the event going as The Des Moines Triathlon in 2015–2016. Beginning in 2017, IMG and Premier Event Management, announced that the Des Moines Triathlon is now a part of the Escape Series. Hy-Vee Hy-Vee, Inc. ( / ˌ h aɪ ˈ v iː / ) is an employee-owned chain of supermarkets in the Midwestern and Southern United States, with more than 280 locations in Iowa , Illinois , Kansas , Minnesota , Missouri , Nebraska , South Dakota , Wisconsin , with stores planned in Indiana , Kentucky , Tennessee , and Alabama . Hy-Vee

1125-513: The Louisville location is expected to open in 2023. Hy-Vee's longtime advertising slogan , "Where there's a helpful smile in every aisle," was adopted for the chain's first television commercial in 1963. In the 1990s, the slogan became a jingle with music by Annie Meacham and James Poulsen. Hy-Vee is known as the "Pride of Des Moines". Starting in 1917, Vredenburg & Lewis, David Vredenburg's previous partnership, operated stores as part of

1170-691: The Swanson Stores chain based in Cherokee, Iowa . In 1969, Hy-Vee opened its first Drug Town, a pharmacy separate from a regular store, in Cedar Rapids, Iowa . At the end of 1969, Hy-Vee had 66 stores. Hy-Vee continued expanding during the 1970s and 1980s, opening stores in South Dakota (1975), Nebraska (1977), Illinois (1979), and Kansas (1988). In 1975, Hy-Vee's 100th store, which was also its first to use electronic cash registers , opened in Keokuk, Iowa . By

1215-553: The Technology Association of Iowa at their annual Prometheus Awards ceremony. Hy-Vee won the following awards: CEO of the Year, Creative Technology Solution of the Year, and Software Development Technology Company of the Year. In December 2021, Hy-Vee expressed interest in a former Shopko location in Ashwaubenon, Wisconsin by applying for liquor licenses. The nearly 125,000-square-foot store opened on November 8, 2022, and

1260-412: The corporation with their personal experiences. If a slogan is adopted by the public, it can have a notable influence on everyday social interaction. Slogans can serve as connection points between community members as individuals share pithy taglines in conversation. In contrast, if an individual is unaware of a popular slogan or tagline, they can be socially excluded from conversation and disengage from

1305-440: The discussion. Advertising slogans as a system of social control include devices similar to watchwords , catchwords, and mottoes . The use of slogans may be examined insofar as the slogans elicit unconscious and unintentional responses. Quantifying the effects of an effective, or ineffective, ad campaign can prove challenging to scholars. Critics argue taglines are a self-gratifying, unnecessary form of corporate branding that

1350-697: The end of 1989, Hy-Vee had 172 stores in seven states. In 1994, Hy-Vee updated its logo to the one used today. In 1995, Hy-Vee moved its corporate headquarters from Chariton to West Des Moines, Iowa and shortened its name to Hy-Vee, Inc. The company's primary distribution center is still in Chariton; a second one is in Cherokee, Iowa. Famous NFL Quarterback Kurt Warner worked at a store in Cedar Falls, Iowa from 1994 to 1995, before going to play in Arena Football for

1395-689: The exclusive retailer in its service area for sports nutrition products marketed by Mark Wahlberg . This expanded into a deal-making Hy-Vee a franchisee for Wahlburgers restaurants; the first location under the deal opened in May 2018 at the Mall of America in Bloomington, Minnesota . Hy-Vee plans to operate 26 Wahlburgers locations, making it the largest franchisee of Wahlburgers. Hy-Vee's restaurant, Market Grille, added Wahlburgers items to its menu. Hy-Vee opened its first standalone HealthMarket store in 2018. Much like

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1440-502: The final United States Olympic spots as Rasmus Henning and three-time World Champion Emma Snowsill were the overall winners. In 2011, the World Triathlon Corporation (WTC) announced that the Hy-Vee triathlon would serve as the site for its 5150 Series U.S. Championships. The race will have the largest prize purse in triathlon, with $ 1 million total being paid out and $ 151,500 going to the men and women's winners. The race

1485-539: The final United States qualifier for the 2008 Summer Olympics in Beijing, China . Due to flooding , it was moved to West Des Moines . Initially, there was uncertainty about its Olympic-qualifying status, as bacteria levels in nearby Blue Heron Lake left the swimming option in questionable status. However, officials confirmed that there would be swimming. As part of the Olympic qualifying Hunter Kemper and Sarah Haskins claimed

1530-498: The following markets: Indianapolis , Louisville, Kentucky , Huntsville, Alabama , Knoxville, Tennessee , Nashville, Tennessee , and Memphis, Tennessee . Their primary competitors in the South will be Cincinnati, Ohio -based Kroger and Lakeland, Florida -based Publix . Hy-Vee specified it has no plans to open stores within H-E-B 's trade territory of Texas . Hy-Vee also plans to build

1575-614: The former General Supply Company's remaining stores and mill. Both Hyde and Vredenburg owned and operated other stores outside of their partnership. Hyde and Vredenburg's partnership was dissolved for approximately six months in 1935 after Iowa enacted the Chain Tax Act of 1935, a heavy tax against chain stores that was later declared unconstitutional. In 1938, Hyde & Vredenburg, Inc. was officially incorporated, with 15 stores in Iowa and Missouri . The incorporation consolidated all of Hyde's and Vredenburg's independently-owned stores with

1620-447: The founder's home town. Some slogans are created for long term corporate identity processes, while others are interested in specific limited-time campaigns. However, since some ideas resonate with the public with persistence, many advertising slogans retain their influence even after general use is discontinued. If an advertising slogan enters into the public vernacular, word-of-mouth communication may increase consumer awareness of

1665-480: The in-store health department, also named HealthMarket, the standalone store focuses on health and wellness. The store is a smaller format than regular Hy-Vee stores and contains a pharmacy and attached Orangetheory Fitness . In 2018, the first-ever Hy-Vee Dollar Fresh store opened up in Osceola, Iowa . This concept offers customers in smaller communities a fresh, new product selection at low prices. Customers will find

1710-777: The late 2000s. In 2010, Hy-Vee expressed interest in building/opening a store in Joplin, Missouri , but the plans fell through when the developer would not negotiate traffic signal installation. Despite this, they still remained interested in the area, but according to a Facebook reply in 2016, they have yet to make plans for the Joplin area. In 2012, Hy-Vee introduced its loyalty program, Hy-Vee Fuel Saver, which allows customers to earn discounts on fuel at Casey's General Stores ; Shell ; PDQ / Kwik Trip , as well as Hy-Vee's own gas stations, by purchasing select items. Later that year, Hy-Vee began adding full-service restaurants to some stores, such as

1755-433: The product and extend an ad campaign's lifespan, or cause a company to adopt it for long term advertising and identity. Slogans that associate emotional responses or evoke recollections of memories increase their likelihood of being adopted by the public and shared. Additionally, by linking a slogan to a commonplace discussion topic (e.g. stress , food , traffic ), consumers will recall the slogan more often and associate

1800-500: The store in Madison, Wisconsin opened. In December 2009, Hy-Vee's fourth president, Randy Edeker, was selected to lead the company. Ric Jurgens retained the chairman and chief executive officer titles until 2012, when Edeker assumed those roles. In 2003, Milan, Illinois , based grocer Eagle Food Centers went out of business, and a few of their stores, such as the John Deere Road store in Moline, Illinois , became Hy-Vee stores in

1845-484: The stores they had in their partnership. The company was headquartered in Lamoni . The new company's management plan involved autonomy for store managers, setting the stage for eventual employee ownership. In 1945, Hyde & Vredenburg moved its corporate headquarters from Lamoni to Chariton, Iowa , after acquiring the Chariton Wholesale Company. The Supply Store name, with each town's name preceding it,

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1890-806: Was founded in 1930 by Charles Hyde and David Vredenburg in Beaconsfield, Iowa , in a small brick building known as the Beaconsfield Supply Store , which is listed on the National Register of Historic Places. The largest Hy-Vee stores are full-service supermarkets with bakeries , delicatessens , floral departments, dine-in and carryout food service, wine and spirits, pharmacies , salad bars, health clinics, HealthMarkets (natural and organic products) and coffee kiosks ( Caribou Coffee and Starbucks ). The company maintains fuel stations with convenience stores , fitness centers, and full-service restaurants at some of its properties, including Wahlburgers ,

1935-479: Was moved from June to Labor Day weekend and returned downtown after three years in West Des Moines. In 2013, Hy-Vee announced that it was reducing the total purse from $ 1.1 million to $ 500,000. The men's and women's winners received $ 100,000 each with $ 20,000 going to 2nd place and $ 15,000 to third. Hy-Vee opted to discontinue the event following the 2014 edition. Premier Event Management, who formerly produced

1980-469: Was placed on the National Register of Historic Places. In the fiscal year 2009, Hy-Vee had sales exceeding $ 6.3 billion; at the time, it was the second-largest employee-owned company in the United States and ranked by Forbes magazine the 48th-largest privately owned company in the country. More than 55,000 employees worked in the Hy-Vee family in 2009. By the end of 2009, there were 228 stores. In 2009, Hy-Vee moved into its eighth state of operations when

2025-527: Was still used on most stores until 1952. A few stores were named differently, such as Hyde's Service Store, Vredenburg's Grocery, and Hyde & Vredenburg, all changed in 1952. The Hy-Vee name, a portmanteau of Hyde and Vredenburg, was adopted in 1952 as the winning entry of an employee contest, with three employees submitting the name. The first store with the name opened in Fairfield, Iowa , in 1953. In 1956, Hy-Vee introduced its first private-label products and

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