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Kroger goes nationwide with Boost online subscription program

Initial launch in four regions generates strong response from customers

Russell Redman

July 13, 2022

3 Min Read
Kroger Boost membership-delivery customer.jpg
Boost by Kroger is offered in two membership tiers, at $59 or $99 annually. All members get free delivery for online orders of $35 or more and double fuel points.Kroger

The Kroger Co. has gone national with its Boost by Kroger online benefits program eights months after announcing its debut.

Cincinnati-based Kroger said Wednesday that it has piloted the Boost subscription in four divisions and seen a rising number of new members and a “significant increase” in delivery sales versus non-Boost divisions, leading the company to launch the program nationally. When unveiling Boost in early November, Kroger said it initially rolled out the program to its Cincinnati-Dayton, Columbus, Atlanta and Central (Indianapolis) business units, with plans to deploy it to more regions in 2022.

“As customers continue to evolve how they shop and eat, this expansion of our loyalty program offers more personalized value in groceries and fuel, alongside easier access to convenient shopping solutions, such as Delivery,” Yael Cosset, senior vice president and chief information officer at Kroger, said in a statement. “We are committed to consistently delivering a best-in-class seamless experience with zero compromise — the fresh and quality products our customers want, how they want it and when they want it. We recognize this is especially important as our customers are facing an inflationary environment and rising fuel prices.”

Related:Kroger unveils annual subscription program

Boost is offered in two membership tiers, priced at $59 or $99 annually. All members get free delivery for online orders of $35 or more and double fuel points (up to $1 off per gallon of gasoline) for each dollar spent on groceries and general merchandise. The $59 annual membership provides delivery within 24 hours, while the $99-per-year option offers delivery in as soon as two hours.

Kroger Delivery service-associate with truck.jpg

The $59 annual Boost membership provides delivery within 24 hours, and the $99-per-year option offers delivery in as soon as two hours.

Those signing up for either Boost membership tier get a one-time welcome kit valued at over $100, with offers from Home Chef, Murray’s Cheese, Vitacost and The Kroger Co.’s “Our Brands” private labels, including Simple Truth and Private Selection. The kit offsets the first-year cost of membership, Kroger said when introducing Boost.

In announcing the national rollout today, Kroger estimated that a Boost membership can save customers more than $1,000 per year on fuel and grocery delivery.

“Boost contributes to our rapidly expanding seamless ecosystem, bringing value and convenience to many more families across America as we roll out new Delivery fulfillment centers,” commented Bill Bennett, vice president and head of e-commerce at Kroger. “Through Boost, Kroger is uniquely positioned to be ‘Fresh for Everyone’, making grocery delivery accessible to more customers through the industry’s most-affordable grocery delivery membership program. Combine this with our industry-leading fuel points program, we are confident we have built a differentiated membership program that our customers will love.”

Related:Kroger opens Ocado-powered warehouse in Wisconsin

Boost has a potentially massive market reach. The nation’s largest supermarket operator, Kroger operates about 2,800 grocery and multi-department stores in 35 states under more than 20 banners, including Kroger, Ralphs, Dillons, Smith’s, King Soopers, Fred Meyer, Fry’s, QFC, City Market, Owen’s, Jay C, Pay Less, Baker’s, Gerbes, Harris Teeter, Pick ‘n Save, Metro Market, Mariano’s, Food 4 Less and Foods Co. About 9 million people shop with The Kroger Co. daily, and the retailer generates 2.8 billion annual visits and serves 60 million U.S. households.

The expansion of Boost also bolsters Kroger’s ability to compete online with larger rivals Walmart and Amazon, which also have recently sweetened the appeal of their online customer benefit programs.

A week ago, for example, Walmart announced that it’s bringing its “food to fridge” InHome Delivery Service into the fold of its Walmart membership program. Meanwhile, Amazon in late June said members of its Prime benefits program will now get a 20% discount at Amazon Fresh supermarkets on selected everyday items. And about a week later, Amazon unveiled a partnership with Grubhub in which U.S. Prime members can sign up for a free trial of the restaurant delivery service that will provide a year of access to unlimited, $0 delivery fees. The offer stems from an agreement in which Amazon could attain a more than 15% equity stake in Grubhub.

About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

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