Dive Summary:
- Targeting the current trend of value-minded consumers, Kroger parent JayC Food Stores has launched a new discount store called Ruler Foods.
- Ruler Foods currently has 18 locations open primarily in the Midwest under a test concept, and it sells Kroger brand food and a limited variety of national-brand items.
- Ruler passes savings on to consumers by abandoning the pharmacy and fuel center, and by having customers bag their own groceries and pay 25 cents to "rent" shopping carts, with the quarter returned once the cart is replaced.
From the article:
... "We have high hopes for it and we're pleased with the results so far," a Kroger spokesman told the newspaper. "It's too soon to say whether it opens in other markets." ...
