The Ames Target is getting a facelift. And it involves food.

Located at 320 S. Duff Ave., the store was up in the cycle for the PFresh program, which is a prototype that expands general merchandise stores into a grocery store as well.

“There is an average increase of sales for a PFresh cycle,” said Brad Petersen, the executive team leader in charge of the remodel of the Ames Target. “That’s why we are excited for it because we know it will drive business and make a one-stop shop for our guests. Now they can get what they need for food too.“

The revamped Target will have 90 percent of what a SuperTarget carries for groceries. They will have the baked goods and meats that you would find at other stores in town.

The produce section is set up in an open market style, but with coolers to keep them fresh. A full range of fruits and vegetables will be offered.

Meats such as ground beef, chicken and pork are part of the selection. Dry, dairy and frozen foods are being expanded to offer more varieties.

Target carries a few exclusive food and drink brands — Archer Farms, Market Pantry, Sutton and Dodge, Choxie and Wine Cube, which will fill the grocery aisles along with national brands.

The walls of Target haven’t grown, but the layout of the store will look different in order to accommodate the changes.

New clothing fixtures, paint on the exterior and new signage with a fresh look will fill the store. A new jewelry counter and a redesigned shoe department are also a part of the update.

A Starbucks coffee shop addition will round out the changes.

Changes have already began around the store. New dressing rooms, a repaved parking lot and shopping carts are already in place.

“We are getting a lot of positive feedback from our guests,” Petersen said. “I think more people are actually coming in because they see what’s going on”

Some of those changes were expedited thanks to the spring flooding. The store was in line to be remodeled before the flood damage, but that just allowed for some of the projects to begin before the remodel even began. 

The PFresh project started with two prototype stores in Minnesota. After success in these stores, the remodeling began around the nation. Some new stores were built in this format from the start. About 1,000 stores are going to have the PFresh update by 2010. There are almost 1,750 stores nationwide, according to a Target news release.

Target launched the PFresh program in response to customer feedback that requested fresh food be available in their general merchandise stores.

 The new approach to their food section “offers families the best attributes of grocery shopping in the convenience of their local Target store,” according to the Target website.

The project, which started on Dec. 5, is set to finish March 24.