BREATHING NEW LIFE

PLEASANTON, Calif. -- While Safeway here is at the start of a costly rebranding effort, company executives are quick to point to second-quarter results as validation that its strategy is working.Same-store sales at lifestyle-remodeled stores shot up nearly 50% over a traditional remodeled Safeway store, according to Safeway officials. The company began its rebranding effort several years ago, working

PLEASANTON, Calif. -- While Safeway here is at the start of a costly rebranding effort, company executives are quick to point to second-quarter results as validation that its strategy is working.

Same-store sales at lifestyle-remodeled stores shot up nearly 50% over a traditional remodeled Safeway store, according to Safeway officials. The company began its rebranding effort several years ago, working first on interior redesign, presentation and remerchandising that showcases the peri

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