SAFEWAY'S REBRANDING FULL OF BELLS, WHISTLES AND RISK

Part one of Safeway's recent transformation was about costs. The chain battled its way to a more sustainable cost structure last year with a historic labor agreement.Now part two is centered on customers. The company is launching a high-profile rebranding campaign to change consumer perceptions and position itself for sales growth. Safeway is pulling out all the stops with this $100 million rebranding,

Part one of Safeway's recent transformation was about costs. The chain battled its way to a more sustainable cost structure last year with a historic labor agreement.

Now part two is centered on customers. The company is launching a high-profile rebranding campaign to change consumer perceptions and position itself for sales growth. Safeway is pulling out all the stops with this $100 million rebranding, its largest such effort ever. The program relies on extensive consumer research. A

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