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In its ongoing efforts to combat a lingering high-price perception and solidify shopper loyalty, Giant Eagle, Inc. is moving its latest price reduction campaign into high gear. The grocer has enlisted the help of a new “Savings Squad” that will visit stores to trumpet lower everyday prices on fruits and vegetables via a 20-stop pep rally tour. In addition to showing consumers how to shop smart, eat well, and save time and money, the Savings Squad will travel aboard a customized themed yellow bus with interactive and informational activities, prizes and free samples.
The most recent phase of western Pennsylvania’s market-leading supermarket chain’s five-year price reduction initiative involving more than 100 of the most frequently purchased fresh produce items follows on the heels of price reductions it implemented in June for chicken and ground beef, and earlier, for prescription medications. The Pittsburgh-based chain said the produce price cuts would be reduced by roughly 23 percent, which equates to $32.5 million in annual savings across its 220 stores throughout Pennsylvania, Ohio, West Virginia and Maryland.
All told, the chain estimates that its everyday low price campaign, which has rolled out in phases over the past five years, has helped customers save some $240 million on more than 15,000 food and pharmacy products across the store. While the chain said its storewide price reduction efforts have been made possible as a result of ongoing efforts to become more efficient, prices are just part of its effort to shore up loyalty and respond to budget-conscious shoppers, which also includes continued emphasis on its popular programs such as foodperks!, fuelperks!, weekly specials and double coupons.
“We know that 70 percent of Giant Eagle customers purchase produce items throughout the year, so we’re delivering price reductions on items that customers have told us matter the most,” said Giant Eagle spokesman Rob Borella. “Importantly, these items are also healthy and nutritious choices and have the uncompromising quality people have come to expect from us.”
The chain is supporting the latest price reduction effort in-store with T-shirts for associates and high-visibility yellow signage featured in the produce department and throughout the store that touts “Save when you see yellow.” An integrated marketing and advertising campaign, including print, broadcast, out-of-home and online components, will further support the value and price reduction message.
Having already lowered prices on two produce department stalwarts -- bananas and short-cut carrots -- the new produce price reductions include the entire selection of tomatoes and apples; a variety of the chain’s house-brand Farmer’s Market and Fresh Express bagged lettuce; iceberg, green leaf, romaine and red leaf lettuce; and citrus items including Valencia oranges.
Some examples of the savings Giant Eagle customers in the Pittsburgh area can expect include:
Item/Description Old Price New Price Savings
Valencia Oranges-4-Pound Bag $5.99 $3.99 $2.00
Grape Tomatoes (Pint) $2.99 $1.89 $1.10
Farmer’s Market Garden Salad-12 ounces $2.29 $1.59 $0.70
Plum Tomatoes $1.99 $1.29 $0.70
Romaine Lettuce $1.99 $1.29 $0.70
Stem Tomatoes $2.49 $1.89 $0.60
Fresh Express Premium Romaine-12 ounces $3.39 $2.89 $0.50
Farmer’s Market Garden Supreme Salad-12 ounces $3.29 $2.99 $0.30
Iceberg Lettuce $1.69 $1.49 $0.20
Granny Smith Apples (Bulk) $1.69 $1.49 $0.20
Red Delicious Apples (Bulk) $1.69 $1.49 $0.20
With approximately $8 billion in annual sales, Giant Eagle operates 160 corporate and 60 independently owned and operated supermarkets, in addition to 153 fuel and convenience stores throughout western Pennsylvania, Ohio, north central West Virginia and Maryland.