Kroger memo touts a 'new brand' and says 'all will be revealed soon' - Business Insider

The memo says "all will be revealed" on November 6, which is one day after Kroger plans to hold an investor meeting in New York. It's possible that the company plans to announce the new branding during the investor meeting and then provide further details to employees the following day.

"Ultimately, this could prove to be a wise move; however, until we receive greater detail, there are far too many unknowns to get encouraged by management's willingness to make drastic, and potentially necessary, change," Mandeville wrote. It's been long proven that strong brands drive business. They are easily recognizable which inspires trial from new customers. And then, when all customers — both current and new — enjoy amazing shopping experiences with these brands, they come back to shop again and again.

Our old approaches aren't working. Core equities that drive strong grocery brands, including quality, freshness, making life easier and saving money, are now what our competitors are known for. And customers are continually evolving — demanding the freshest/highest quality products, greater convenience and a better, easier experience.

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