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Kroger’s ‘Refresh’ Initiative Rolls Out In Houston

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Shoppers of Kroger stores in Houston, Texas, today began seeing new pricing on popular food and household items. Lower prices are being coupled with what the company calls a “renewed emphasis on shopping experience, fuel discounts, local product and community relations.”

“We’re a strong brand and company but we’ve achieved that status because we’re always looking for improvement opportunities,” says Bill Breetz, president of the Kroger Southwest Division. “Kroger currently serves 820,000 households every week in the Houston area with 107 locations but we’re eager to expand those numbers. 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 re-engaging our employees to offer highly-satisfied customer service.”

Through the new investment, Kroger reports it 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.

In addition, Kroger says it will continue to help shoppers maximize their savings by accepting valid print coupons as well as digital coupons that are downloadable at Kroger.com and available through the mobile app. Kroger says it 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, allowing customers to earn Fuel Reward points for every dollar they spend. Shoppers can accumulate 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,” according to Kroger. “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 says it has supported locally produced and sourced products to help strengthen the economy and community while minimizing the company’s environmental footprint. The chain has a year-round commitment to support 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.

Local, Kroger says, also means supporting communities and neighborhoods. Kroger Community Rewards is a new $1.5 million fundraising program supporting schools, nonprofits 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, the news release says. 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.

Kroger has operated in Houston since 1955.


About the author

Kristen Cloud

A former newspaper editor and publisher, she once enjoyed leisurely perusing the grocery store aisles but, since having a baby in 2016, she is now an enthusiastic click-and-collect shopper.

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