RANDALLS LOWERS REGULAR PRICES

ELLIOT ZWIEBACH

HOUSTON -- Reflecting synergies in its operation and a lower cost of goods, Randalls Food Markets here said it has lowered its advertised food prices.

In the process, it also lowered the maximum value of its triple-coupon offer from 50 cents to 39 cents, R. Randall Onstead, president and chief operating officer, told SN.

"As we've moved forward with the merger of the [Dallas-based] Cullum Cos. operation, we've found synergies that have enabled us to lower prices, and we're reflecting that at retail," he said. "At the same time, we're moving away from reliance on manufacturer promotional dollars and going more to an everyday low cost at retail."

For several months Randalls, along with Kroger Co. here, has been tripling manufacturer coupons up to a maximum of 50 cents. However, it lowered the maximum redemption level to 39 cents, Onstead said, "because it was difficult to maintain stores at our traditional level of excellence at the 50-cent redemption level."

He said Kroger has followed Randalls down to a 39-cent maximum redemption level.