As Kroger tries to woo customers, the more than a century-old grocer is banking on an age-old question.
“A big part of our fresh strategy is helping answer the daily dilemma of ‘What’s for dinner?’” Chief Merchant and Marketing Officer Stuart Aitken said.
At a virtual investor day on Wednesday, Kroger said it is experimenting with new ways to offer customers quick, restaurant-quality meals from ghost kitchens or convenient, preassembled dinner kits. Those investments in prepared food could help the grocer’s business — particularly as Americans grow tired of cooking or return to busier lives and fuller calendars after getting vaccinated for Covid-19.
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