Category: Alberta

To our Store Heroes,

Over these last few weeks, we have witnessed all of you pull together in this time of crisis with dedication, compassion
and resilience. You have lived our values. You have stepped up to the challenge. We realize it has not been easy.
We have asked all of you to go above and beyond for Canadians every day in these extraordinary circumstances.
You continue to rise to the challenge without fail.

You’re on the front line, delivering essential services to families across Canada. And while you’ve been working
hard to provide the important products and services Canadians need, you’ve also implemented a wide range of
new policies and procedures to keep our stores safe. Your incredible composure and bravery in the face of change
is admirable.

There are new cleaning physical distancing and sanitization procedures, new customer protocols, and a number of
new rules as we constantly adapt our in-store services and product offerings to be there for the families we serve.
With every change, you’re willing to adapt and keep going. As teammates, you are truly embracing your role in this
global crisis as an essential service that plays a critical role in communities across Canada.

Just the other day, two of our retail teammates decided to come to work dressed up as a banana and a penguin,
to keep customers smiling, while they were cleaning grocery carts. Some of our banners have started selling Girl
Guide Cookies to help them out. Our store teams have started creating displays with positive messaging for our
customers, “Be strong, storms don’t last forever” – we couldn’t agree more. We know there are hundreds of examples
like this.

You continue to amaze us every single day with how well you adjust and adapt to the rapid changes in our business
and the world around us. You are the face of the company, always smiling and providing our customers with
confidence and support. You’re a loyal, hardworking team. We could not be more proud of each one of you.

Stay safe and thank you!

Michael Medline
President & CEO

The following letter is being distributed to all customers.

To our Valued Safeway Customer,

Since the terrible escalation of Coronavirus, we have been blown away by the dedication and thoughtfulness of our hardworking teammates. We’d like to salute our team of 123,000 people across our great country who are working so hard every day to support Canadians throughout this difficult time.

Yesterday I was reminded yet again that we have such a great team. One of our teammates, Taeler, put a poster together for her store team filled with wonderful comments from customers and co-workers to lift their spirits and cheer them on. At the centre of the poster she wrote, “Tough Times Don’t Last, Tough Teams Do.” That really says it all.

We’ve asked so much of our front-line grocery and pharmacy heroes in recent days.

With everything that’s going on, they’re showing up every day determined to serve Canadians. They understand how vital it is in this extraordinary time to get us the food we need, safely and securely. In moments of crisis, they understand that grocery stores are an essential service with a critical role to play in communities across Canada. They’re working around the clock to make that happen. To that end, we’ve received incredible feedback from people applauding our team’s great morale and extraordinary service. I have personally witnessed how much it means to our people when people thank them for serving customers in these tough times.

We have excellent standards in place to keep our stores clean and sanitized and our customers and teammates healthy. We are looking at every opportunity to improve on these standards.

The safety and health of all of you is imperative to us.

Thank you to our customers for your patience with us in moments when our shelves are not fully stocked. It’s a busy, unpredictable time, and our team members are doing everything within their power. Thank you to all of our governments for their collaboration in helping us and our grocery customers.

We have trust in Canada’s strong and secure food supply chain. If you see an empty shelf, know that it will be full again shortly. Our warehouse and distribution teams are working the hardest in our history to get you the goods you need.

It’s more apparent than ever right now that the journey to get food onto Canadians’ tables is a team effort.

Sincerely,

Michael Medline

President & CEO

Teammates,

I continue to be overwhelmed by the many stories I am hearing about how you are supporting our stores and our customers. Customers are applauding you for the service they are receiving and the morale of our teams. I’m hearing about store associates taking the time to help seniors bring their groceries to their car, even though their stores are packed. I’m hearing about customers praising great store conditions, even considering the line-ups and flurry of activity to meet unprecedented demand.

These last few weeks have been a truly herculean effort. With many Canadians staying home to reduce the spread of the coronavirus, we know their reliance on grocery stores will continue to be strong. In moments of crisis, grocery stores are truly an essential service and we have such an incredibly important role to play within our communities.

You all are the true heroes right now in our stores and distribution centres. You are doing a tremendous job welcoming our customers with warm smiles to keep everyone calm. Our warehouse and distribution teams are tirelessly working around the clock to keep our stores full of the product they need to feed millions of families across Canada. Our back-office teams are completely dedicated to supporting our stores. This is truly an all hands on deck effort.

We are all so immensely proud of what you are accomplishing by serving Canadians during these very uncertain times. Thank you for everything you are doing today and for all of your efforts in the coming weeks and months.

Sincerely,

Michael Medline

President & CEO, Empire Company

Teammates,

As the COVID-19 pandemic continues to evolve, we are seeing unprecedented activity in our stores. Grocery stores are truly an “essential service” and it’s clear that families are preparing to stay safe during times of self quarantine.
We know how busy you are in our stores serving our customers and communities and want to thank you for everything you are doing. We are so proud of our team on the front lines, serving Canadians.

We activated our pandemic preparedness plan several weeks ago and continue to monitor the rapidly evolving situation. We’re following guidance from federal and provincial agencies, and other health organizations.

Your Retail Support Teams will continue to provide you with updates and changes in policy as the situation evolves. We want to stress that we are not treating this as “business as usual”. All of our retail support teams are all hands-on deck, focused on you during this rapidly changing time.

Here are the steps we’re taking to protect our teammates and our customers:

• We’re asking all employees who are sick to stay home. Please always check-in with your manager before returning to work. Your health and safety is our top priority.
• Our HR team is helping employees who have been exposed to COVID-19 or have travelled to a high-risk country with understanding quarantine protocols.
• We’re asking our store teams to continue their strong in-store cleaning protocols to “clean as you go” and ensure high-touch surfaces are cleaned regularly.
• Our Distribution and Replenishment teams are working hard to ensure stores get the product needed to serve customers. We’re working with our Supplier Partners to ensure inventory continues to be available.
• Like many other retailers, we have suspended all in-store sampling and demo programs until further notice.

Let’s all remember the simple things we can do to keep our workplace healthy like regularly washing our hands, and not coming to work if you are sick. We will continue to work with government and the public health authorities to monitor the situation as it evolves and provide you with regular updates.

We are dealing with a truly unique situation in our stores right now. Your patient, welcoming and calm smiles can go a along way for our customers. After hospitals and pharmacies, grocery stores are the most important service in our communities.

You are a part of a team of 123,000 people across the country who are working hard to support Canadians during this COVID-19 pandemic. We’re incredibly lucky to have you on our team. Thank you for everything you are doing now and for all of your efforts in the coming weeks.

We’re proud to be on your team.

Thank you,

Michael Medline – President & CEO, Empire Co.

Pierre St-Laurent – EVP, Full-Service Empire Co. Sobeys Inc.

As we continue building an inclusive environment in our stores, we’re incredibly excited to share that ScripTalk will now be available in Safeway pharmacies across Canada.

“Scrip Talk is a breakthrough in the way we provide care to patients who struggle with low vision or anything that gets in the way of reading their prescription labels. It makes us better prepared to prevent medication errors which are unfortunately more common amongst patients who are visually impaired or have difficulty reading. We have visited numerous optometrists’ offices in and around our Safeway location to let them know we offer this service and the response from them all is overwhelmingly positive. I am looking forward to incorporating ScripTalk into our daily pharmacy practice.” Said Sheneez Virani, Staff Pharmacist, Safeway Pharmacy 8904, 111^th Street & 51^st Avenue, Edmonton AB. 

ScripTalk audible prescription labels enable blind, low vision or print-impaired pharmacy patients to hear important prescription label information free of charge. With ScripTalk, pharmacists code prescription labels with RFID (Radio Frequency Identification technology). Patients can then use a small, hand-held, base prescription reader called the ScripTalk Station Reader, available free of charge, to hear important prescription information and instructions read aloud.  Patients can also access talking prescription labels by using En-Vision America’s mobile app.

“We’re proud to offer ScripTalk at all of our pharmacies across the country. ScripTalk is an easy-to-use yet innovative technology that is breaking barriers for those who are blind, have experienced vision loss, or are otherwise not able to read vital prescription information,” said Jim Johnston, Vice President of Operations In-Store Pharmacy, Sobeys Inc. “With this technology, we’re empowering our patients to independently manage their medications safely at our pharmacies, in their homes, or wherever they may be.”

Speak to your local Safeway Pharmacy team for more information on how ScripTalk is another example of how we differentiate ourselves from all the other choices customers have and can help us better serve our customers every day.

We think life can be pretty delicious. And it all comes down to the right ingredients. The right people, the right food, the right setting, and the right mindset. As part of this, we’re refreshing the Safeway brand strategy with the parts of the brand customers know and love the most, including the tagline: Ingredients for life.

As we continue to bolster our brands and create sharp edges between banners, we are excited to launch a marketing campaign to showcase the new Safeway brand identity. Safeway has been proudly serving Western Canadian families for over 90 years. With a new creative campaign we’ve combined the perfect mix of leveraging strong existing equity, and new elements, to create a distinct refreshed brand that we couldn’t be prouder of.

Safeway: Ingredients for life
Safeway has all the right ingredients to feed family bonds. So, we’re bringing this to life by bringing back a beloved tagline, Ingredients for life.

When we started to explore tagline options for Safeway, we engaged with Western Canada shoppers to get their input. ‘Ingredients for life’ rose to the top of all the options that were tested. This tagline has equity, and there is an opportunity for us to build on the strong foundation since that line was first introduced in 2004. So we are bringing it back with a new purpose – enabling Western Canadian families to bond over amazing food.

We’re also introducing quotes – an element built by taking the iconic Safeway ‘S’ to create quotes and expressions in which Safeway provides the ingredients for life. Throughout our campaign we will be leveraging quotes to express our values, beliefs, and personality to form emotional connections with Western Canadians.

The Safeway brand character is like a proud dad; someone who inspires with enthusiasm, leads with confidence and welcomes with open arms. When we talk to our customers, we want to them to feel like the Safeway brand is a real person who is there to coach and encourage them using simple language and a casual tone of voice. Throughout the creative execution you will see photographs of meaningful moments that are reflective of real life – not overly stylized or staged – with pops of red to clearly tie back to the Safeway brand.

This new creative strategy will be launched with a brand campaign across TV, social, digital, and out of home media.  Our goal is to capture the attention of family-first grocery shoppers by reintroducing ‘Ingredients for life’ and building relevance in Western Canada. Further, we will be demonstrating how we nurture family bonds, while encouraging people to engage with the Safeway brand so that we become their preferred family big shop grocery destination.

The campaign launches later today, February 6, but you can get a sneak peek of our two TV commercials by clicking here. To create local buzz and excitement, we’re also rolling out a new design across our trailer fleet and sending the Mobile Food Experience to family-focused events across Western Canada. Below are a few examples of how this will come to life in market.

What are your ‘Ingredients for life’?
We want all of our employees to be part of the campaign by inviting them to create their very own ‘Ingredients for life’ quote card to share. Visit safewayphotofilter.ca, upload a photo, choose a filter and quote, then share it with your family and friends.

We think life can be pretty delicious. And it all comes down to the right ingredients. The right people, the right food, the right setting, and the right mindset. When they all come together, the best moments with the most important people are served up for you to enjoy.