Safeway 2005 Annual Report Download - page 3

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SAFEWAY INC. 2005 ANNUAL REPORT 1
Based on extensive consumer research, we developed a strategy
three years ago to fundamentally reinvent our business and better meet
our customers’ needs. In 2005, we began to see the fruits of our labors.
During the year we:
Generated Strong Same-Store Sales
By featuring world-class quality produce, expanding our line of
high-quality proprietary brands, revitalizing the center of the store,
developing solutions for our customers, and responding to health and
wellness concerns.
Lowered Our Cost Structure
By restructuring labor contracts, improving our marketing and supply
chain organization, and strengthening our capital structure, all of which
will allow us to compete effectively in a challenging industry.
Improved the Shopping Experience
Through an aggressive rollout of Lifestyle stores and continued focus
on customer service.
Communicated Our Brand Repositioning Message
Through our Ingredients for life brand repositioning campaign, and
substantially improved the awareness of how Safeway is changing to
meet our customers’ needs.
This is an exciting time for Safeway. We believe we are on a path to
reestablish our company as the supermarket industry’s premier operator.