Safeway plans to balance its future on “a three-legged stool.” That’s how Steve Burd, chairman and chief executive officer, is describing the trio of loyalty-building programs the chain anticipates will serve as its long-term growth engine: Just for U, the digital platform it rolled out chainwide earlier this year; Rewards Points, a fuel-discount program it just expanded to more than 900 additional locations; and a wellness initiative it expects to introduce before the ...

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