Garnering a nickname with the word ‘Murder’ in it is never good. Two years after a re-branding effort meant to ditch the ignominious moniker, ‘Murder Kroger’ – or Beltline Kroger if you are a grocery store executive – is officially getting whacked by the wrecking ball.

Atlanta Mayor Kasim Reed joined developer Jim Irwin, founder and president of New City Properties, and Atlanta Beltline Inc. President and CEO Paul Morris for the ceremonial demolition of the former Kroger store on Ponce de Leon Avenue and the groundbreaking for the new project. The 12-story tower, officially named 725 Ponce, will include approximately 350,000 square feet of office space and 10,000 square feet of retail space, steps away from the frequently used Eastside Trail on the Beltline. A new Kroger will also be located in the tower, which will all sit atop a three-story underground parking deck, filling a need for additional parking near the Beltline and Ponce City Market. 

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