CMP Draft 2 - Key Competitors by Lisa Wilson

Customers will appreciate the fact that no tips are

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than $150 (Safeway, 2013). Customers will appreciate the fact that no tips are accepted by the delivery drivers (Safeway, 2013). Delivery is offered in the majority of all Safeway locations. Another drawback is the need to reserve a delivery time, otherwise, customers may have to rearrange their schedules to accommodate a less convenient delivery time (Safeway, 2013). Lastly, to keep their foods fresh until the order is delivered, Safeway utilizes temperature- controlled trucks in their delivery service (Safeway, 2013). Fruits and vegetables are also “picked” on the same day that the customer places their order (Safeway, 2013). The second key competitor of Kroger is Whole Foods. Whole Foods offers a home delivery service through a partnership with a delivery service, Doorstep Delivery (Whole Foods Market, 2013). This partnership is a major weakness to Whole Foods due to the steep delivery fees that are charged. Customers must pay a delivery fee of either $30 or $50, dependent on where they live; the delivery fees are assessed by zip code (Whole Foods Market, 2013). Whole Food’s delivery service is only offered in certain parts of the country. Again, Kroger will need to be mindful of any future expansion of Whole Food’s delivery service.
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