To celebrate the launch of the campaign and make holiday shopping easier, Kroger is offering customers free grocery pickup — usually $4.95 — through the end of the year.
Rodney McMullen, Kroger's chairman and CEO, echoed the sentiment of the new brand image Fresh for Everyone at the Investor Conference on Nov. 5, even before news of the changes were made public.
"We believe that the food industry is special and big enough for different models to coexist – and Kroger's model will be one of them because, at Kroger, we are uniquely good at food," he said. "Kroger is food first, and we believe that no matter who you are, where you're from, how you shop or what you like to eat, everyone deserves to have fresh, affordable and easy-to-enjoy food that tastes amazing. Kroger's ability to be America's food partner is our competitive advantage."
At the conference, Kroger also revealed that the company's board of directors had approved a $1 billion share repurchase program, replacing the existing authorization that has approximately $546 million remaining.
Just one month after reporting its Q2 financials, the grocer reiterated its confidence in the Restock Kroger initiative and reconfirmed its 2019 guidance on identical sales, adjusted operating profit, adjusted earnings per diluted share, and alternative profit streams.
Cincinnati-based Kroger employs nearly half a million associates who serve 9 million-plus customers daily through a seamless digital shopping experience and 2,769 retail food stores under a variety of banner names. The company is No. 2 on Progressive Grocer’s 2019 Super 50 list of the top grocers in the United States.