During the past several years, it has become accepted wisdom that traditional supermarket companies can't compete on price with mass-heritage supercenter food retailers, but must seek other means to do so. No less an industry figure than Kroger's David Dillon repeated the mantra in recent days when he told a Merrill Lynch conference that if the company aimed to "fight this solely on price, we wouldn't win -- and we're not attempting to [win on price]." (This was reported in last week's SN.) ...

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