Kroger appears to be gearing up to announce a major branding overhaul, according to an internal memo obtained by Business Insider.
The memo, which was shared internally on Monday, stated that Kroger’s “old approaches aren’t working” and teased an announcement on Nov. 6 in which “all will be revealed.” Kroger is planning to host an investor conference in New York on Nov. 5.
“It’s been long proven that strong brands drive business,” the memo states. “But today, customers don’t know what to make of the Kroger brand. We’re trying to be everything to everyone — saying too many things in a fragmented way. And it shows. We’re a Fortune #17 company that doesn’t break the top 100 in brand value ranking.”
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