Steve Burd isn’t afraid to make big decisions. So there was no apparent hesitation when the chairman, president and chief executive officer of Pleasanton, Calif.-based Safeway decided to shift away from the chain’s traditional high-low pricing program in favor of an everyday pricing policy that seeks to put the chain at parity with other conventional operators. According to Burd, Safeway moved prices from 2% higher than conventional competitors to “slightly lower than ...

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