Wal-Mart has high hopes for Marketside format

The Financial Times reports on Wal-Mart's (NYSE: WMT) new Marketside store format, which the company describes as a "small community grocery store" (15,000 square feet). Wal-Mart is testing the format out in Arizona but has speculated that, if successful, the chain could grow to 1,500 stores with $10 billion in annual sales.

A look at the Marketside website is illustrative of what Wal-Mart's trying to do here: scanning around on the site, I can find exactly one reference to Wal-Mart, and even that one appears to be qualified: "Marketside is a small community grocery store owned by Wal-Mart Stores, Inc." In disclosing the ownership, Wal-Mart distances itself from its offspring.

Wal-Mart's purchasing power will give the new stores the same competitive advantage it has with its big box locations: lower prices. It remains to be seen whether the small size/lower sales will give Wal-Mart the scale it needs to earn out-sized profits. You have to think there's a reason Wal-Mart's been slow to test out smaller scale formats, opting instead to move into the uber-big box category with its Supercenter locations. This new format may be indicative of the company's pessimism about long-term domestic growth prospects with its bread and butter, and this diversification may be a sign of weakness rather than strength.

Wal-Mart's talent lies in logistics, not in building a great local grocery brand. I'll go out on a limb and predict that we won't hear too much more about Marketside after the initial push. I certainly wouldn't hold my breath waiting for one to open in a town nearby.