Safeway Mission Statement Analysis

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In only reading this statement, Safeway’s reason for being seems to be both centered on their customers and in making money for their investors. The core value of satisfying customers, gaining their loyalty, is supported by the values of “superior-quality,” uniqueness and innovation (Safeway, n.d.). Price is not mentioned in this statement. The terms used instead point to a strategy of differentiation. The experience of being the center of attention brings people back into Safeway. They find better items in a different atmosphere. However, when looking at the “About Us” page on Safeway’s website, the mission statement is not accurately and completely reflected. There are three sections to the page; “Safeway, the Start-up,” “Safeway …show more content…

It places more value on how many stores they have opened. The last two sentences of the first section say the founder is responsible for many grocery innovations. Perhaps in that time period of the 1930’s, selling produce by the pound and putting nutrition labels on food (Safeway, n.d.) was innovative. There are not any current examples showing new innovation as the mission statement claims should be ongoing. The last paragraph of their description is troubling. In this, they claim the founding philosophy is “fair price” (Safeway, n.d.). Then it gets mushy-“with lots of tender, loving care” (Safeway, n.d.). “Customer-focused” compared with TLC do not mean the same thing. It makes Safeway sound paternalistic, with the founding father there to give us a hug when we walk in the door. It really would be a unique shopping experience, then. There needs to be a closer connection between what Safeway’s purpose is and how they describe themselves. Their focus on the past implies their loyalty to their heritage and a continuation of M.B. Skaggs’ legacy. But the mission statement does not mention him. There is a tension between how they define their company, “they run really great stores” (Safeway, n.d.) and their mission statement to serve, which contains more elegance and purpose. The absence of details in the last paragraph on their “About” page emphasizes

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