Alexandria (Map, News) - Discount grocer Bottom Dollar, a new Food Lion-owned brand, opens its latest Washington-area store today in Alexandria. The chain launched 11 locations throughout the region this summer and will open the final two this October.

The North Carolina-based chain, which has nearly 1,200 Food Lion stores across the Southeast states and numerous locations in the Washington region, announced plans earlier this year to convert 14 of the stores to Bottom Dollars. Food Lion is also considered a discount-grocery store, but Bottom Dollar “redefines” discount shopping, company officials said. Instead of offering the traditional 25,000 to 30,000 different products, Bottom Dollar stocks only the top-selling 6,500 brands from Food Lion at extra-discounted prices.

“We have been able to streamline how we manage, order, stock and display our inventory because we have focused our selection of fresh food and groceries on the items customers most often choose,” said Tom Anderson, food director for Bottom Dollar. “Changes such as no-frills fixtures, alternative display and stocking techniques, as well as having customers bag their own groceries, let us leverage these changes and pass savings onto customers.”

Bottom Dollar stores are outfitted with bright orange and green displays and post humorous signs with sayings such as “Watch your step ... you might trip on the low prices.”

In addition to low prices, the stores also offer gimmicks such as deals on surplus products and “bottom bargain” deals in a special section of the store.

The Alexandria location is located at 8750 Richmond Highway. Additional stores are in Fredericksburg, Woodbridge, Sterling, Laurel and Gaithersburg. The two additional stores will open in Manassas and Chantilly in October.

kwilmeth@dcexaminer.com