Ralphs Ends 2X Coupons, Changes Loyalty Program

COMPTON, Calif. — Ralphs Grocery Co. here, a division of Cincinnati-based Kroger Co., said in a mailer to customers that it will stop doubling the value of manufacturer coupons as of April 1.

Ralphs was the first Southern California chain more than 20 years ago to double coupon values. However, after April 1, it said it would accept coupons only at face value.

The company also said that after April 1, all points accumulated on the chain's Rewards card would be good only for fuel discounts at Ralphs fuel centers and participating Shell locations but would no longer be used to award quarterly cash certificates that could be used at the checkstand.

Under the new program, customers will get one fuel point for every $1 spent, with 100 points equal to a 10-cents per gallon discount; customers will also receive double fuel points for every $1 spent on a gift card; five fuel points for each reusable bag used, up to 10 bags, on every shopping trip; and 50 fuel points for every eligible prescription filled at a Ralphs store.

Customers can still receive quarterly cash certificates based on purchases if they apply for a Ralphs Rewards-Plus Visa; those who are approved for the Visa cards will receive $20 in free groceries, the company said.

According to the announcement, "Ralphs Rewards customers will receive final quarterly Rewards certificates on, or soon after, May 1. All unused Rewards dollars will expire July 31. You will continue to receive Rewards certificates for points earned with your Ralphs Rewards-Plus Visa card and Ralphs Rewards-Plus prepaid Visa card."