Analysis: Safeway targets grocery industry middle ground

04/7/2004 | Sun (Baltimore), The

Wood floors, softer lighting and spotlights on produce all are part of a new Safeway store concept designed to position the company between high-end gourmet chains such as Rochester, N.Y.-based Wegmans Food Markets and discounters such as Wal-Mart. One analyst says it's a good time for Safeway to differentiate itself from its midlevel competitors in the Washington, D.C., area such as Giant, which is reorganizing and moving its headquarters from Maryland to Massachusetts this year.

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