HOUSTON — Kroger Co. this week introduced lower everyday prices on thousands of items at its stores in the Houston market and said it would invest $79 million to upgrade stores in the region this year.

Kroger’s “refresh” initiative in Houston also includes a renewed emphasis on the shopping experience, including faster checkouts, fuel discounts, local products and community relations. As in other markets, the lower everyday prices coincide with a discontinuation of double-couponing. The lower everyday prices began Wednesday.


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"We're a strong brand and company but we've achieved that status because we're always looking for improvement opportunities. Kroger currently serves 820,000 households every week in the Houston area with 107 locations but we're eager to expand those numbers," Bill Breetz, president of the Kroger Southwest Division, said in a statement. "We know that price is important to every customer, and at times, can be a deciding factor where to shop. With our Refresh initiative, we're making a multi-million dollar investment to reduce prices across the store and reengaging our employees to offer highly-satisfied customer service."

Kroger is investing $79 million in the Houston region this year to upgrade 18 existing store locations and three fuel center sites, and to open four fuel centers and a new Kroger Marketplace store. That location, in Kingwood, Texas, is expected to open in the third quarter.

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