Safeway Holding Month-Long Party for 1,000th Lifestyle Store

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Safeway Holding Month-Long Party for 1,000th Lifestyle Store

PLEASANTON, Calif. - In celebration of its 1,000th Lifestyle store opening, Safeway, Inc. this month is hosting regional grand opening events in 13 market areas including Chicago, Honolulu, San Diego, San Francisco, Denver, Portland, Houston, and Seattle.

The 1,000th Lifestyle store opening is a significant milestone for Safeway, which has converted approximately 60 percent of its 1,738 stores in approximately four years.

"Four years ago, we launched a broad strategy to reinvent our business, which included differentiating our stores from other conventional supermarkets," said Safeway chairman, president, and c.e.o. Steve Burd. "Our Lifestyle stores highlight our passion for innovation by delivering superb quality perishables and outstanding proprietary brands, all displayed in an enhanced shopping environment. Our customers continue to say we are providing them with much greater value."

Safeway launched its Lifestyle store concept in late 2003 to showcase its commitment to quality, particularly with its perishables offerings, with high-quality fresh produce, meat, seafood, and floral departments. There is also an array of prepared foods, organic and natural products, and dry grocery items tailored to local preferences.

The stores feature an earth-toned dEcor designed to be warm and inviting, with special lighting to highlight products and departments, custom flooring, and unique display features. Lifestyle stores can be found in each of the Safeway divisions under the banners of Safeway, Vons, Pavilions, Dominick's, Randalls, Tom Thumb, Genuardi's, and Carrs/Safeway.

"We are inviting customers to join us in this month-long celebration of our 1000th store with special events at our stores," said Rojon Hasker, president of Lifestyle. "We will also celebrate by supporting a number of local community partnerships, including the donation of Thanksgiving dinners through local food banks for families in need during the holiday season."

This month every Safeway store will offer The Complete Thanksgiving Dinner, which it developed to make it easy for its consumers to get everything they need for a foolproof Thanksgiving dinner in one stop - and prepare a complete meal in only three hours. It features Safeway's exclusive 2-Hour Turkey recipe and six side dish recipes.
"We constantly listen to our customers in order to address their cooking and shopping needs," said Michael Minasi, president of marketing. "Thanksgiving is a busy a day for them and they want to spend less time cooking and more time with family and friends. Initiatives such as the Complete Thanksgiving Dinner extend our 'Ingredients for life' brand positioning by offering solutions and the best overall shopping experience for our customers."

Safeway operates 1,738 stores in the United States and western Canada and had annual sales of $40.2 billion in 2006.