Safeway Is Counting on U

Safeway Is Counting on U

Safeway sees Just for U as the vanguard of its growth strategies   “To me, Just for U is our marketing platform for the next decade.” — Steve Burd, chairman and CEO, Safeway

Safeway plans to balance its future on “a three-legged stool.”

That’s how Steve Burd, chairman and chief executive officer, is describing the trio of loyalty-building programs the chain anticipates will serve as its long-term growth engine: Just for U, the digital platform it rolled out chainwide earlier this year; Rewards Points, a fuel-discount program i

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