Kroger returns to the basics of selling groceries after sales sputter
By Jaewon Kang Nov. 21, 2019 5:30 am ET Kroger Co. is turning back to the basics of selling groceries after trying to sell too many new products and renovate too many stores at once.
The supermarket operator is navigating a tough conundrum: how to bring its stores and e-commerce operations up to speed while pressure to compete on price is tougher than ever. Kroger is facing increased competition from all sides. Discounters including Aldi and Lidl are expanding, putting pressure on Kroger to keep prices low. At the higher end of the market, regional grocers like Publix Super Markets Inc. and Wegmans Food Markets Inc. are increasing their sales more rapidly than Kroger.
SHARE YOUR THOUGHTS What changes would you like to see grocery stores make across the board to make the experience smoother for you? Join the conversation below. “There is a certain pace you can go at and there are only so many things you can do at one time,” Gary Millerchip, Kroger’s chief financial officer since April, said in an interview.
The remodeled stores also caused consternation among some employees. Rearranging items on shelves, changing the layout of some aisles and expanding space for in-store pickups of online orders confused store workers and shoppers, executives said.
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