(Nov. 28) Safeway Inc. is on track to have all of its stores converted to its Lifestyle platform by 2010.

The Pleasonton, Calif.-based company celebrated its 1,000th store conversion throughout November by hosting regional grand openings in 13 market areas.

The conversion is about 60% complete, said Teena Massingill, manager of corporate public affairs. The company began converting its 1,738 stores in late 2003.

The concept places a strong emphasis on perishables and produce.

A typical Lifestyle produce department is larger and carries more stock-keeping units, particularly in organics, Massingill said. A Lifestyle store may have 100 or more SKUs in organic produce, about double the number in a non-Lifestyle store.

Overall, Safeway plans to have its Lifestyle stores 5,000 to 10,000 square feet larger than its previous stores, at 55,000 to 60,000 square feet. The decor also is different.

“The look of the produce department is more like an old-time mercantile as opposed to a 2007 supermarket,” she said.

Safeway achieves that with softer, more focused lighting, wood-like floors and smaller displays.

New conversions are different than the first stores to make the switch.

“It’s an ever-evolving process,” Massingill said. “It is drastically different between the store that is opened today and the store that may be opened next month.”