Kroger Stores in Greater Houston Refresh Approach to Customer Shopping Experience and Product Pricing

Grocer focuses on increasing loyalty and attracting new customers through reduced prices, faster checkout, fuel discounts, locally sourced items and community involvement

HOUSTON

(July 31, 2013) – Kroger, the market share leader among traditional grocers in the fourth largest city in the United States, has served the Houston market since 1955. During this period, Kroger has evolved and expanded by monitoring consumer trends, and more importantly, continuously listening to customers and employees, and taking action. Kroger is committed to putting the customer first. Starting today, shoppers will find new lower prices on thousands of popular food and household items along with a renewed emphasis on shopping experience, fuel discounts, local products and community relations.

“We’re a strong brand and company but we’ve achieved that status because we’re always looking for improvement opportunities. Kroger currently serves 820,000 households every week in the Houston area with 107 locations but we’re eager to expand those numbers,” says Bill Breetz, president of the Kroger Southwest Division. “We know that price is important to every customer, and at times, can be a deciding factor where to shop. With our Refresh initiative, we’re making a multi-million dollar investment to reduce prices across the store and reengaging our employees to offer highly-satisfied customer service.”

Through the new investment, Kroger has lowered prices on items customers purchase most frequently ranging from natural and organic foods to fruits and vegetables to grocery and household staples. National and private label brands are included in the widespread price reduction.

Along with new lower prices, Kroger will continue to help shoppers maximize their savings by accepting valid print coupons, and digital coupons that are downloadable at Kroger.com and through the mobile app. Kroger also helps customers save by offering discounted pricing for 30- and 90-day generic drug prescriptions, providing a daily 25 percent discount on cosmetics, and giving a 10 percent wine discount when shoppers purchase six bottles or more.

Kroger is a leader in fuel savings. Kroger allows customers to earn Fuel Reward points for every dollar they spend. Shoppers can quickly rack up points through everyday grocery, gift card and pharmacy purchases that are redeemable for savings up to $1 per gallon at Kroger Fuel Centers and 10 cents per gallon at participating Shell locations.

Innovation always begins with the customer first. When customers provided feedback that they did not like waiting in long lines to check out, Kroger installed a new technology that allows our stores to deliver a faster checkout experience. With the new Refresh initiative, Kroger is recommitting to making customers’ time a priority. To enhance the shopping experience, Kroger is striving to have more registers open, especially during peak shopping times, to keep shoppers’ wait time to a minimum.

For years, Kroger has supported locally produced and sourced products to help strengthen our economy and community while minimizing the company’s environmental footprint. Kroger has a year-round commitment to supporting Texas farmers, ranchers, food producers, wineries and breweries. In stores, shoppers can now find shelf tags that read “From Texas for Texans” promoting local products.

To Kroger, local also means supporting communities and neighborhoods. Kroger Community Rewards® is a new $1.5 million fundraising program supporting schools, non-profits and faith-based groups in Texas and Louisiana. Organizations and their supporters can enroll in the program using their Kroger Plus Card to earn funds. Every time an enrolled customer shops, they help their charity of choice raise money.

As the sixth largest employer in Houston with nearly 15,000 employees, Kroger continues to create new management, retail and construction jobs with new stores, fuel centers and remodels. This year alone, Kroger is investing $79 million in the Houston region to upgrade 18 existing store locations and three fuel center sites, and to open four fuel centers and a new Marketplace store in Kingwood, Texas in the third quarter.

About Kroger

– The Kroger Southwest Division operates 211 stores, 202 pharmacies and 113 fuel centers in Texas and Louisiana and is part of one of the nation’s largest retail grocery chains serving customers in 31 states. For more than 125 years, Kroger has emphasized a customer-first approach to providing quality products, value pricing, outstanding service and an exceptional shopping experience. Headquartered in Cincinnati, Ohio, the supermarket retailer is dedicated to making a difference in the communities it serves by supporting hunger relief, education, health and wellness, and diversity programs. Resulting from the retailer’s philanthropic commitment, Forbes magazine lists Kroger as the most generous company in America. For more information about Kroger, please visit www.kroger.com, Facebook or Twitter.