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Safeway, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands

Safeway, Inc., headquartered in Pleasanton, CA, is one of the largest supermarket chains in North America. In support of Safeway's retail operations, the company has a network of distribution, manufacturing and food processing facilities based mainly in the Western part of the US and Canada.

Main Telephone (925) 226-5000
Main Fax (925) 467-3321
Primary Address
5918 Stoneridge Mall Road
Pleasanton, CA 94588

Safeway, Inc. Contacts

Contacts (5/25)
Name Title State
Robert E. Vice Chairman - Albertsons Companies CA
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (925) 226-5000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 5918 Stoneridge Mall Road
Pleasanton, CA

Miles K. Vice President, Retail Division & Chief Financial Officer CA
David S. Senior Vice President, Planning & Business Development CA
Karl S. President - Albertsons Seattle Division CA
Scott G. Vice President, Marketing Research & Capital Planning CA

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Randall's Food Markets *******
Safeway, Inc. ********
Carrs ******
Tom Thumb ******
Genaurdi's *

Agency Relationships

Brand Agency Service From To
***** ****** *** ******* creative, digital, social 2006 present
*******'* ******* *** ******* creative, digital, social 2006 present
*******, ***. *** ******* creative, digital, social 2006 present
*******, ***. ****** *** ****** mobile unknown present
*******, ***. *** AOR - shopper marketing 2011 present

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Safeway will increase personalized digital ads after shopper program success

Josh Stone

Safeway, the second largest supermarket chain in the U.S., is working to utilize more personalized digital ads and eliminate print ads completely.

Steven Burd, executive chairman and chief executive officer, said during the company’s last week that there’s an opportunity to eliminate paper ads and make ads personalized for every household as consumers become more digital.

Safeway reported that its new personalized
online shopper program is helping to boost sales in Q1 compared with Q4.

Safeway has a club membership program that provides discounts and points, but Just for U is different because it tailors deals based on shoppers tastes and buying habits.

“Keep in mind that a Just for U user can save anywhere from 10 percent to 20 percent off a normal Club Card pricing, Burd stated. “That puts you right down there with the dollar stores and mass and everybody else, so I think that Just for U has really helped.”

Safeway has been working to attract customers amid tough competition from discount retailers like Walmart, dollar stores and other traditional grocers, such as market leader Kroger Co.

Kroger has a similar program called Kroger Rewards where shoppers also receive personalized coupons.

Burd added during the call that Just for U could become 55 percent of the retailer’s sales base by the end of the year and possibly max out at 65 percent.

Just for U, which will expand to Canada later this year, currently reaches 5.4 million U.S. households, 45 percent of Safeway’s sales base.  Safeway has almost 1,700 stores in the U.S. and Canada.

Burd said that Safeway considers Just for U its marketing platform for possibly the next decade because of its ability to deliver unique offers across any category.

“I think we've also been surprised at the amount of digital coupons that people are accessing on the website,” President Robert Edwards added during the call.

Burd, who joined Safeway in Oct. 1992 as president, will retire at the company’s annual meeting on May 14. His successor has not been named yet.

Safeway operates the Safeway, Vons and Cominick’s supermarket chains.

handles Safeway’s media buying and planning, according to The List.

Last month, Safeway promoted Dimitri Haloulos, vice president of shopper marketing, to group VP of shopper marketing.

Safeway Inc.
5918 Stoneridge Mall Rd.
Pleasanton, CA 94588
(925) 467-3000

Dimitri Haloulos
Group Vice President, Shopper Marketing
(925) 467-3000

Amanda Gawin
Shopper Marketing Manager
(925) 467-3175

John Gray
Vice President, Media & Digital Marketing
(925) 467-3000