How Kroger is 'redefining the grocery customer experience'
December 4, 2107 | Monica Watrous | Food Business News
CINCINNATI — The Kroger Co. is expanding its grocery delivery service in the year ahead amid increasing competition across the retail landscape. The supermarket company in the recent quarter saw a bump in sales, helped in part by recent initiatives to evolve with changing customer tastes.
“In the past, we have defined our market as share among traditional grocery stores,” said W. Rodney McMullen, chairman and chief executive officer, during a Nov. 30 earnings call. “Today, we’ve redefined our market as share of stomach.
“This sharpens our focus when we look at our industry and our customers. We see anyone who sells food as competitors, which doubles the size of our market to $1.5 trillion. If you’re eating, we want to serve you that meal. The fact that Kroger is trusted by more than 60 million households is an incredible competitive advantage.”