Safeway 2011 Annual Report Download - page 7

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In our stores, we continued our focus on quality meal solutions, added new Signature Café
items and expanded Open Nature products across many categories. We maintained our
unparalleled customer service while providing an exceptional shopping environment for
our customers.
While we already had competitive everyday pricing and attractive Club Card specials, the
initial roll-out of our just for U™ digital marketing program has created a personalized way
to deliver meaningful offers to enhance the value our customers receive in our stores. At the
same time, we added new items to our Pantry Essentials line of products for the value-
conscious consumer.
We have also worked hard to control our costs, minimizing waste and simplifying tasks to
offset cost increases that inevitably come our way.
In looking to grow our business in non-traditional ways, our Blackhawk Network pre-paid
products subsidiary grew at an accelerated pace in 2011, and our Property Development
Centers subsidiary completed several projects and has many more opportunities in the pipeline.
I am happy to report our employees are embracing our efforts in health and wellness—
improving their own health and that of their families. Our employees also gave back to the
communities we serve with over one million volunteer hours, and with the help of our
customers, we raised or donated approximately $180 million in funds and products in 2011.
Our efforts in sustainability continue to progress, and we were named to the Dow Jones
Sustainability Index for the third consecutive year.
We are encouraged by our progress and excited about the opportunities that lie ahead in
2012 and beyond. I would like to thank our loyal shoppers, hardworking employees and
valued stockholders and bondholders for their part in ensuring our success.
Steven A. Burd
Chairman, President and Chief Executive Officer
1
2011 has been adjusted to exclude a tax expense of $98.9 million from the $1.1 billion Canadian dividend paid in the first half of
2011. A reconciliation table follows the Annual Report on Form 10-K.
2
A reconciliation table is found on page 27 of the Annual Report on Form 10-K.
Steven A. Burd—Chairman, President and Chief Executive Officer
Page 5