SN ASKS: RALEY'S SIMPLIFIES PRICING

SACRAMENTO, Calif. -- "It's not as if we cracked the code on anything magical. We just try to stay in tune with consumer trends and make good decisions," said Bill Coyne, president and chief executive officer of Raley's here. He was referring to the company's decision to abandon the high-low pricing scheme it employed for years in favor of an everyday-low-price format. In going EDLP at its 125 Raley's,

SACRAMENTO, Calif. -- "It's not as if we cracked the code on anything magical. We just try to stay in tune with consumer trends and make good decisions," said Bill Coyne, president and chief executive officer of Raley's here. He was referring to the company's decision to abandon the high-low pricing scheme it employed for years in favor of an everyday-low-price format. In going EDLP at its 125 Raley's, Bel Air and Nob Hill stores, Raley's joined several other regional chains that made similar

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