Author: Sudhanshu Rewari

This holiday season, Safeway is teaming up with the Edmonton Oilers to answer a desperate call for food aid in the Edmonton community. Together, we’ll partner to launch the Oilers Holiday Food Drive to help ease Edmonton’s Food Bank donation shortage – and we’re looking for Oilers fans to join us in lending a helping hand!

In advance of the remaining home games and events in December, non-perishable donations will be collected at Rogers Place in Ford Hall starting two hours in advance of puck drop until the end of the first period for all Oilers homes games (Dec. 20 vs. Pittsburgh, Dec. 21 vs. Montreal, Dec. 27 vs. Calgary and Dec. 31 vs. New York Rangers). Donations will also be collected from 10:00AM to 12:00PM at the Oilers Skills Competition on Dec. 29. Tickets to the games are not required to drop off donations.

The Edmonton Food Bank, a longstanding partner of both Safeway and the Edmonton Oilers, is facing a critical gap in donations to reach its goal of 370,000 kilograms of food. To kick off the effort and build momentum, Safeway is proudly donating $10,000 in food aid. The Edmonton Oilers Community Foundation is matching the donation, for a total of $20,000 in food support out of the gate.

Safeway has been ingrained in the fabric of the Edmonton community for decades, donating millions in much-needed food and funds for local charities like the Edmonton Food Bank. When we heard there was a critical shortage, we didn’t hesitate to help put food on the table for our neighbours turning to the food bank this holiday season.

With each donation of a non-perishable item at Rogers Place (Ford Hall), Oilers fans will be provided a contest ballot to be dropped off at the arena for a chance to win The Ultimate Oilers Game Day Experience. The experience will be hosted on Wednesday, January 29 and includes:

• The opportunity to attend an Oilers practice
• A private lunch with Chef Tardi in Studio 99 (including a meet and greet with Bob Stauffer and Jack Michaels)
• A behind the scenes tour of Rogers Place
• A Loge Table for 4 people on January 29, 2020
• A $250 food and beverage credit
• A meet and greet with Leon Draisaitl and a signed jersey

“When friends and neighbours in our community are in need, it is important for all of us to step up and ensure everyone has food and fellowship, especially during the holiday season,” said Edmonton Oilers Community Foundation Executive Director Natalie Minckler. “The Edmonton Food Bank is a pillar within the community, and we need our fans to help us provide for those struggling with food insecurity and poverty.”

The Edmonton Food Bank is integral in responding to immediate hunger needs in the Edmonton Community particularly through its Festive Campaign – a series of donation events – running until January 10, 2020.

“Edmonton’s Food Bank is more than just a holiday hamper. We provide community meals across the city. We provide schools with snacks. We help the homeless shelters. We provide food hampers to individuals and families throughout the year and we need your help,” said Marjorie Bencz, CM, Executive Director, Edmonton’s Food Bank. “Children are disproportionately represented – 40 per cent of hamper clients are kids. Oilers fans have stepped up in the past and we are asking them to once again help us ensure that hope is on the menu in 2020.”

Fans and Safeway teammates that are unable to make it to Ford Hall are encouraged to stop by their local Safeway store to show their support. As you know, Safeway is accepting $2 check stand donations until December 22, with 100% of funds raised supporting the Edmonton Food Bank. In addition, community members can purchase a $5 or $10 food bank hamper year-round to further their giving. Please note that donations made in Safeway stores are not eligible for a contest entry.

Thank you to our outstanding store teams who have done an incredible job of securing donations this holiday season – we couldn’t do what we do without you!

The Company’s bargaining committee was back at the table last week, working hard to secure a fair collective agreement with UFCW 401. As always, our bargaining goals remain the same: fair and competitive collective agreements; and our business goals remain the same: to invest in the future of Safeway and introduce FreshCo in the right Alberta markets. We know that progress to date has at times been challenging, but last week, we took measures to address the Union’s concerns and encourage real, meaningful advancement at the table.

By removing the hurdles that the Union felt were a barrier to progress, we now expect to see significant and timely progress.

It’s no secret that some of our Safeway stores continue to struggle as the economic climate in Alberta continues to shift. With an increasing number of value-driven shoppers across the province, many of our Safeway stores are simply in the wrong markets. No matter how hard we work, we just can’t appeal to these discount shoppers with our full-service Safeway model.

We know that a fair agreement is possible. We recently secured a collective agreement for our FreshCo stores in Saskatchewan, where four Safeway stores will temporarily close for renovations before re-opening as FreshCo locations in summer 2020. FreshCo continues to be well received across Western Canada, and we’re excited for our Alberta customers to experience our proven Discount model too.

This being said, we want to be clear that it is not our intention to convert all Safeway stores. There’s a place for Safeway in many of our communities, just as there is a place for FreshCo. We whole heartedly believe in the Safeway brand and are excited for the significant investments planned for the coming years. However, it’s imperative that we have the right agreement in place to make these plans a reality.

Thank you to our hardworking store teams for exceeding our customers’ expectations during this busy holiday season, as we’re fighting for every possible sale during difficult economic times. We appreciate your dedication and we’ll continue working towards an agreement that is in all of our best interest. We look forward to sharing more progress with you soon on Safeway Talks.

Happy Holidays and Merry Christmas

At Safeway, we’re committed to creating an inclusive environment for all customers, and we couldn’t be more proud to make Sensory Friendly Shopping a reality in even more of our communities. Sensory Friendly Shopping hours will now be offered at our retail stores nation-wide, including Safeway, Sobeys, Foodland, IGA, Thrifty Foods and FreshCo! This national commitment is the first of its kind in the retail sector in Canada, and its success has been driven by the passion and commitment of over 450 store teams (and counting!) across the country.

The Company first introduced Sensory Friendly Shopping hours last year at a Sobeys store in Summerside, PEI. Following an overwhelming positive response from the community, more stores in the Atlantic region quickly adopted the initiative, welcoming individuals with sensory sensitivities to experience a reduced-stimulus shopping environment. The word continued to spread through social media, phone calls and emails to our stores and customer service center. In fact, store teams even received handwritten letters from schools and families expressing support and gratitude for providing this option to customers. Soon enough, Sensory Friendly Shopping was making its way across the country.

To date, all 76 Alberta Safeway stores, and 131 Alberta stores in total, have taken the lead to implement Sensory Friendly Shopping hours every Monday night from 7:00 – 9:00 p.m. During this time, Safeway stores dim the lights by 50%, limit cart pick-up and turn off music, PA announcements, and cash register sounds.

Customer and employee feedback has been incredible. Below is just one example from an Alberta customer:

“Thank you so very much. I’m an Autistic mom of 5 Autistic children. For me, being able to go to a grocery store without becoming totally overwhelmed and sometimes terrified by all of the loud noises is something I never thought possible. I actually cried when I read “reduced scanner noise”. To me, those scanner noises are so loud that they actually make my heart race. Most people with Autism or sensory issues live their life surrounded by people who don’t understand them or what is causing much of their behaviours. So when people do understand, like you have, it is truly a gift to us and we are so very thankful. I am so excited to go to get groceries and not be afraid that the sound of 20 carts moving at once is going to come out of nowhere and terrify me! I always leave my kids at home when I shop but your Monday nights will also give them the opportunity to come to a quiet environment and pick things out for themselves if they’d like to. Thank you for making us feel understood”

We know that the grocery store is a central hub of the community, and as we continue to serve the needs of our communities, it’s important that everyone feels welcome in our stores. We pride ourselves on creating an inclusive work and shopping environment that reflects our diverse customer base and the communities we operate in. This commitment is supported across all lelvels of our organization and store network.

This truly store-driven initiative is an inspiring example of the positive effect that our stores so often have in their local communities. Thank you to all of our retail teams who have helped to make this outstanding initiative a reality – way to go, team!

Team,

The holiday season is a great time to reminisce, set goals, share laughter, enjoy good food and spend quality time with family and friends. It is also time to recognize and appreciate our blessings and to reflect on the countless accomplishments we have made over the past year, both personally and professionally.

It has been a rewarding and exciting year. We would like to sincerely thank everyone for your hard work, dedication and highly valued contribution to our mutual success.

We have a lot of important work ahead. Together, we will continue to achieve and celebrate success, and attack opportunities while we sustain our culture of winning.

Many Albertans are having a difficult year. Let’s strive to exceed every customers’ expectations when they choose to shop in our stores.

We wish you and your loved ones the very best this holiday season. Merry Christmas and a healthy and happy new year. Let’s make 2020 the best yet!

Sincerely,

Scott Chollak, Ken Chalmers, and the Alberta District Operators & Managers, Retail Operations

Nearly two decades ago, Callingwood Safeway Store Manager, Chris Wilkes, was asked by an employee if he would be willing to volunteer at a local high school to read stories to students with disabilities. He eagerly accepted the opportunity, unknowing that it would lead to an 18-year partnership with the school that still continues today.

Every year on Customer Appreciation Day, up to 30 students from L.Y. Cairns School, along with a teacher and two school aides, visit Chris’ Safeway store in Edmonton. For a few hours, the students support with jobs such as bagging groceries, facing shelves, returning shopping baskets, and other tasks around the store.

While at the store, Safeway teammates and the students’ teachers provide positive encouragement and direction. The various in-store tasks, along with the interaction with fellow employees and customers, have helped nurture the students’ self-confidence and social communication skills. 

“I’ve seen kids go from facing the shelves and needing supervision, to bagging groceries and wishing customers a nice day within months. They are so proud of what they do and always leave with a smile on their faces,” said Erin, one of the students’ teachers. “The bonds they’ve developed with employees has changed their lives,” she added. “I have one student who, two years after leaving my program, still asks me regularly about his favorite produce manager, Frank. Other students have chosen horticulture as their vocational class because of Marlene in the floral department. And we have other students who choose to apply for career opportunities at Safeway because of how the program has made them feel.”

When the partnership began, the school found it difficult to arrange transportation for the students. Chris rallied his store team and organized a fundraiser through the Because We Care community program. Employees rode on more than 20 stationary bikes in a mall for 24 hours to raise enough money to help buy a bus to transport the students. Donations were higher than expected, and the same bus is running today!

Customers approach Chris to express how much they appreciate the store supporting the students.  The store and employees have received the City of Edmonton Mayors Award twice for working with persons with disabilities, most recently in 2014. Chris says his team has learned a lot from the students, and “far more than they will ever learn from us; it’s been extremely gratifying.”​ Congratulations to the entire Callingwood Safeway team for your unwavering commitment to serving your community – way to go!

Last month, Safeway operations leaders and backstage partners gathered to kick off the exciting holiday season with our annual ‘Holiday Show and Sell’. The team stepped away from their stores to regroup on brand strategy, purpose, culture and values, all while keeping our holiday approach and departmental direction top of mind.

Scott Chollak, VP, Alberta Operations, kicked things off with an Alberta business update. Together, we will continue to focus on our common goals – driving sales and growth, winning market share, winning the season and strengthening customer loyalty. Our industry leading customer service will continue to distinguish us from our competitors – both our conventional grocery retail competitors, and our untraditional competitors that are new to the market, like food delivery services and the influx of restaurant options.

Stacey Morgan, Manager, Alberta Retail Operations Customer Experience/L&D, joined Scott to announce the highly anticipated Care Service program, as well as the New Hire On-boarding Program.

The Care. Service program highlights four key service essentials necessary to delight our customers – communicate, assist, resolve, and educate – and provides helpful tips on how we can welcome and connect with every customer that enters our stores.

The New Hire On-boarding Program guarantees a memorable on-boarding experience for new teammates, deeply immersing every new employee in our proud Safeway culture. The Program extends from pre-start through to a 90-day check in with Department Managers, keeping new teammates engaged long beyond their first shift. The program will also introduce Training Mentors, key teammates in every store who will help sustain long term on-boarding take-aways and act as leaders in driving future initiatives. Finally, with a new lens on role-based training for non-management roles, every non-management employee will learn the ins-and-outs of their role in a more consistent and organized manner, supported with training checklists and regular check-ins.

Both the Care. Service program and the New Hire On-boarding Program will roll out to stores across the country and help amplify our purpose while driving our strong culture of pride, inclusivity, support and innovation. With a more harmonized approach to how we operate, we will continue to focus on proudly celebrating our teams and our impeccable ability to serve our customers.

Our Department MRO’s were also on site to share their exciting holiday strategies. MRO’s highlighted new hero items, such as the Festive Meal Deal in HMR and Sterling Silver Roasts in the meat department, while speaking to the larger holiday assortment and the incredible merchandising necessary to outshine our competitors and win the season. Not only will our top products shine through outstanding merchandising, but Safeway’s new holiday marketing direction and enhanced POS kits are sure to brighten our stores, welcome our customers, and spread a little extra holiday cheer.

Finally, Store Managers and Operators were invited to stop by Safeway Beltline, where Store Manager, Kevin Wilson, and his incredible team showcased the enhanced decor package and POS kit. Congratulations to the entire Beltline team for a phenomenal job well done in preparing your store for the viewing pleasure of the larger Safeway team. And a special shout out to Bill Owen and the Safeway Aspen team for hosting the very first holiday walkthrough in July, where we checked out the POS kit for the very first time. This was a crucial step in ensuring the final POS kit was just right for our stores, and it couldn’t have come to life at Beltline without your support.

The holiday season is just around the corner, and we can’t wait to see all of our teams celebrate the joy of the season at Safeway!

Team,

Today, November 11, is an important day for Canadians from coast to coast.

I would like to pay respect to our country’s soldiers and veterans, both past and present. As we gather to commemorate this day with our families, friends, colleagues, and in our communities across the province, I encourage you to pause and reflect on the courage, bravery and sacrifice of those who have served – and continue to serve – Canada during times of conflict. Let us never forget the courageous men and women who have sacrificed for our country, and continue to honour our Canadian heroes who defend our values and freedoms today.

To those who have fought for this beautiful country, and to those with friends and family members that may still be doing so, we thank you. We will be wearing our poppies with pride today.

We will read the following script over the PA system in our stores at 11:00 am this morning to observe a moment of silence:

“Good morning shoppers.  As we all stand here in peace and safety, we pay our respects to all of the fallen, all of the wounded and all who served in conflict over the last 100 years. Today, we remember those who volunteered, sacrificed, served, fought, and died, for our freedom. We thank you, and salute those who made the ultimate sacrifice for our freedom. We will never forget. We will remember you.

Kind regards,

Scott Chollak

VP, Alberta Operations