Kroger Plans Price Cuts to Compete with Rivals

New CEO Greg Foran aims to lower prices and improve in-store experience for customers

Mar. 12, 2026 at 9:23pm

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Kroger's new CEO Greg Foran has announced plans to lower prices for customers by cutting costs behind the scenes. Foran says the savings will be reinvested directly into lower prices and better service, with the goal of making Kroger more competitive with retailers like Walmart, Aldi, and Amazon. Foran is currently conducting a 90-day review of Kroger's pricing strategy and expects to share more details on specific price changes before the end of the year.

Why it matters

Kroger faces stiff competition in the grocery market, and lowering prices could help the company attract more price-conscious consumers. The move also aligns with Foran's focus on improving the overall customer experience, including the quality of fresh foods and Kroger's growing e-commerce business.

The details

Foran plans to reduce costs in several ways, including buying products more directly from suppliers, reducing shrinkage, and streamlining operations. He wants customers to notice the price changes as soon as they walk into Kroger stores. The company is also partnering with delivery services like Instacart, DoorDash, and Uber Eats to cut delivery costs and speed up service.

  • Foran was named Kroger's new CEO in February 2026.
  • Kroger is currently conducting a 90-day review of its pricing strategy.
  • Foran expects to share more details on specific price changes before the end of 2026.

The players

Greg Foran

The new CEO of Kroger who has announced plans to lower prices and improve the in-store experience for customers.

Kroger

A major American supermarket chain that operates over 2,700 stores in 35 states and the District of Columbia.

Walmart

A large American multinational retail corporation that operates a chain of hypermarkets, discount department stores, and grocery stores.

Aldi

A German discount supermarket chain that is one of the largest grocery store chains in the world.

Amazon

An American multinational technology company that focuses on e-commerce, cloud computing, digital streaming, and artificial intelligence.

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What they’re saying

“Price is an important part of that equation.”

— Greg Foran, CEO, Kroger (wcpo.com)

“Customers need to trust that they're getting a fair deal every time they walk into our stores. We've made progress on price, and I want to keep pushing by pulling unproductive costs out of the business, investing in everyday value, sharpening our promotions, and making sure customers see and feel the difference when they shop with us.”

— Greg Foran, CEO, Kroger (wcpo.com)

“Fresh is a good example. Customers develop a lasting impression based on the quality of fresh foods, which is incredibly important as we accelerate e-commerce. Get those right, and we earn their confidence.”

— Greg Foran, CEO, Kroger (wcpo.com)

What’s next

Kroger is currently conducting a 90-day review of its pricing strategy and expects to share more details on specific price changes before the end of 2026.

The takeaway

Kroger's new CEO is making lowering prices a top priority in order to better compete with major retailers like Walmart, Aldi, and Amazon. By cutting costs behind the scenes and reinvesting the savings into lower prices and improved customer experience, Kroger aims to regain the trust of price-conscious consumers.