RNDY

Roundy's Supermarkets, Inc

We are a leading Midwest supermarket chain with a 139-year operating history. We have achieved leading market positions in our core markets and are the largest grocery retailer in the state of Wisconsin by net sales for fiscal 2010, based on comparative data that we obtained from Metro Market Studies, Grocery Distribution Analysis and Guide, 2011 (the "Metro Market Study"). As of November 1, 2011, we operated 158 grocery stores in Wisconsin, Minnesota and Illinois under the Pick 'n Save, Rainbow, Copps, Metro Market and Mariano's Fresh Market retail banners, which are served by our three strategically located distribution centers and our food processing and preparation commissary.

Our business is characterized by the following key elements:

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Leading Local Market Presence and Significant Regional Scale. We generate the majority of our sales in markets where we hold the number one market share position and have developed significant regional scale through our large, concentrated store network. We have recently expanded into the contiguous Chicago market, opening four stores since July 2010, where we believe we can leverage our strong regional presence and our management team's in-depth local market knowledge.

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Compelling Customer Value Proposition. We offer our customers a compelling shopping experience compared to other food retailers through a combination of competitive everyday pricing, attractive promotions and a broad assortment of high quality nationally branded and private label products, all complemented by our high level of customer service.

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Desirable Locations and Attractive Store Format. Many of our stores are located in desirable, high traffic locations in close proximity to the homes and places of work of our target customers. Our store format enables us to offer an expansive selection of well-displayed specialty products, such as prepared foods, deli and bakery products, in a convenient, easy-to-shop environment. In addition, we operated 97 full-service pharmacies within our stores as of November 1, 2011.