Sobeys Locations
Safeway Locations
104
24
32
75
141
93*
15
16
32
33
*Includes 10 liquor stores
Note: Sobeys counts includes retail petro stations
Source: Company reports and presentations, Kantar Retail analysis
334
6
596
69
228
© Copyright 2013 Kantar Retail 1

Among Canada Safeway and Sobeys shoppers
Sobeys Shoppers Satisfaction
(% very satisfied or satisfied)
Clean Store
Quality Of Fresh Offering
Variety Of Items I Want
Good customer service
Products Always In-Stock
Fast Check-Out
Loyalty Rewards
Supports The Community
Is A True Canadian Store
Enticing Deals
Value For Money
0% 20%
54%
52%
47%
70%
56%
65%
90%
86%
80%
77%
72%
40% 60% 80% 100%
Note: asked in relation to grocery, HBC, and consumables
© Copyright 2013 Kantar Retail 2
Source: TNS Canada – April 2013, Kantar Retail analysis

Considerations in light of Canada Safeway acquisition
Sobeys’ Position
Sobeys will be the second biggest retailer in terms of sales , with a dramatically increased presence in the West
Loyalty card reach will expand, through alignment with the Club card and potentially through
Safeway’s just for U tools
Private label expertise and scale will accelerate, as Safeway also has a sophisticated program
Supplier Implication
• Anticipate the retailer to leverage its increased bargaining clout, driving need for more resources
• Expect conventional grocers like Metro to seek added promotional support, as Sobeys new scale will help enable further price position investments
• Leverage your insights to put their shopper data in context, particularly in Alberta
• Watch for added promotional investment pressures as the retailer looks to develop penetration and engagement with its programs
• Identify your brand’s positioning versus
Compliments and O Organics, anticipating where the retailer may look to insert its own labels
• Consider cross-promotions with non-competing private labels as Sobeys adds labels at Safeway
© Copyright 2013 Kantar Retail
Source: Kantar Retail analysis