Safeway Meets Competitor Prices

CAROL ANGRISANI

PLEASANTON, Calif. — Safeway is testing a new discount program that matches the competition's lowest prices.

“Deal Match,” running exclusively in Oahu, Hawaii, gives loyalty card holders the same prices Foodland/Sack N Save and Times Supermarkets advertise on dozens of frequently purchased items.

Shoppers can get the savings by registering at the “Deal Match” section of Safeway.com, and uploading offers to their loyalty cards. When the item is purchased, its price will match what Times and/or Foodland advertised.

“Get the best deals before you go to the store,” Safeway writes in area circulars.

As of last week, there was $80 in savings, including 33 offers for Foodland/Sack N Save and 20 from Times. Most of the items were grocery, although there were several in meat, seafood, dairy and produce.

At Foodland, deals included Coca-Cola, 2 liter, 4 for $4; DiGiorno for One pizza, 2 for $6; and Coors beer, 12-pack cans, $9.99.

Private label is also included. For instance, one of the featured items from Foodland is its private-label Best Yet foam plates, 50-count, 2 for $5. Safeway met the price by substituting its Safeway-brand plates for the Best Yet plates.

Deals are typically available Wednesday through Tuesday. Once a Deal Match item is purchased, the savings is highlighted at the bottom of the customer's receipt.

In-store shelf tags highlight all participating items.