New Kroger CEO Greg Foran plans to lower prices by cutting costs, aiming for shoppers to notice changes at checkout. The strategy involves direct sourcing, operational streamlining, and reducing shrinkage, with more details expected later this year. Fresh food quality will also be a key focus.
Kroger shoppers could soon see lower prices at checkout.Just over a month into the role, new CEO Greg Foran says lowering prices is a top priority, and he plans to pay for those cuts by trimming costs behind the scenes.
'Price is an important part of that equation,' Foran said.RELATED STORY | Kroger announces closure of 60 underperforming stores after failed Albertsons mergerForan laid out his strategy during the company's Q4 2025 earnings call.'The savings we generate will be reinvested directly into lower prices and better service for our customers. That's how we will fund our growth,' Foran said.WATCH: Here's what you need to know about the Kroger CEO's pricing plans He said he wants shoppers to notice those changes the moment they walk into a store.'Customers need to trust that they're getting a fair deal every time they walk into our stores. We've made progress on price, and I want to keep pushing by pulling unproductive costs out of the business, investing in everyday value, sharpening our promotions, and making sure customers see and feel the difference when they shop with us,' Foran said.Sharper price cuts could come later this year. Kroger is currently conducting a 90-day review of its pricing strategy.RELATED STORY | Consumer Reports uncovers pricing mistakes at Kroger stores nationwideForan said they will spend the next three months looking for ways to reduce costs, including:Buying products more directly from suppliersReducing shrinkage Streamlining operations across the companyHe said he expects to share more specific details on price changes before the end of the year.Foran said the quality of fresh foods is a key part of earning customer confidence — both in stores and online. 'Fresh is a good example. Customers develop a lasting impression based on the quality of fresh foods, which is incredibly important as we accelerate e-commerce. Get those right, and we earn their confidence,' Foran said. Kroger's e-commerce business has grown to more than $16 billion, with seven consecutive quarters of double-digit growth, according to Foran.The pricing push comes as Kroger faces competition from retailers like Walmart, Aldi, and Amazon — all competing for the same price-conscious consumer.The company also plans to partner with Instacart, DoorDash and Uber Eats, using its stores as fulfillment hubs to cut delivery costs and speed up service.'By using our stores as fulfillment hubs, we get inventory closer to customers, reduce last-mile costs, and offer the speed and convenience that customers are looking for,' Foran said.In the meantime, Kroger currently has two promotions running that could reduce your cart total this week.Customer Appreciation Week deals: New deals drop every day during Customer Appreciation Week, which runs through March 17Deals must be clipped within a 24-hour windowAll coupons must be redeemed before March 20Buy One, Get One WeekPick two items in the same category to unlock the BOGO dealExamples: two frozen items, two breakfast itemsWe'll continue to keep a close eye on Kroger's pricing strategy, so you don't waste your money.This article was originally published by Taylor Nimmo for the Scripps News Group station in Cincinnati.
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