David Dillon, the company’s retired CEO, said that like many public companies Kroger, which had its beginning in 1883, focused on trying to satisfy stockholders in the 1990s by raising prices when, he admitted, sales tanked.
He attributed Kroger’s retaining the No. 2 spot to a decision in the early 2000s to change its focus to satisfying customers through “good prices,” not “great,” a term he used to describe the company’s 400,000 employees who provide a better service that make customers want to return.. . . more