A few years ago, competition in retail commerce entered a dizzying stage where companies must remain at the forefront of technology, where selling products is no longer as important as the other services they can offer you. And when you can't sustain that race, at least try to compete on prices. That's what Kroger will try to do, as it seeks to match Walmart and Costco's prices, just for reference and as a way to increase its sales after recent store closures.

Kroger's new CEO, Greg Foran, announced that the company wants to accelerate its growth and leave behind the disadvantage compared to its main competitors. As explained in a report published by Bloomberg, the company's approach is inspired by a motorsport race.

“I think of our business a little bit like a Formula One race,” Foran told the publication. "There is a group of cars that lead the team and are doing a very good job. Our goal is to get out of the middle of the grid and start to ride faster, close the gap with the cars in the first group and, if possible, overtake them."

Kroger's strategy will focus primarily on the price of products, one of the most important factors for American families amid inflation and the rising cost of living. The company believes that consumers are looking for more aggressive offers and constantly compare between supermarkets.

“The reality is that the basket has to go down,” said Foran. “It has to be present in thousands of products and it has to be something that makes sense to customers.”

Before implementing the changes nationwide, Kroger plans to conduct tests in different markets in the United States. The company intends to finance these price reductions through improvements in its supply chain and greater technological efficiency, seeking to reduce internal costs without affecting operations.

The announcement comes after a difficult period for the chain. Last year, Kroger reported that it would close 60 stores of its different brands over a period of 18 months. Among the affected chains are Fred Meyer, Fry's Food and Drug, Harris Teeter, Jay C, King Soopers, Mariano's, Pick 'n Save and QFC.

As of April this year, the company had already closed around 33 stores. Some of the most recent closures occurred in Houston, Texas, where local consumers reported concern about losing options for shopping for food and essentials.

Kroger also continues to recover after the failure of its proposed merger with Albertsons, an operation valued at $24.6 billion that sought to create a company with greater capacity to compete directly with Walmart and Costco in the US market.

The pressure to offer lower prices has become a priority for virtually every retail chain in the country. Walmart has strengthened its position thanks to its competitive costs, while Costco maintains a strong customer base through volume discounts and membership programs. Now, Kroger is trying to reposition itself in a market where consumers are increasingly checking the final price of their shopping cart.

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