Gas drops; so does discount
Don Long / Times-Dispatch
The fuelperks! gas program has been extended until March 28, and the discount is reduced to 5 cents.
Published: January 6, 2009
Updated: January 6, 2009
In a letter to customers yesterday, Ukrop's Super Markets Inc. said it trimmed its fuelperks! discount in half and will focus attention on cutting prices at stores.
Robert S. Ukrop, president and chief executive of the grocery chain, said that based on customer comments and dropping gasoline prices, the chain is getting more aggressive with in-store discounting. The chain lowered prices on about 2,500 items, he said.
To offset the costs, it cut back on the gas-savings program.
The fuelperks! program, which began June 30 when gasoline prices were spiraling toward $4 per gallon, offered customers a 10 cent-per-gallon discount for every $50 spent at a Ukrop's store. That reward has been reduced to 5 cents per gallon and extended until at least March 28. The discount is redeemable at 30 Uppy's Convenience Stores.
Ukrop wrote in the letter that the change was made because customers have said "food costs have become a more significant part of their household budget."
The chain said customers have saved more than $5.1 million in gasoline costs since fuelperks! was introduced.
The Kroger Co. offers a per-gallon discount of 10 cents for every $100 a customer spends. The grocer recently added prescriptions to the list of items it counts toward purchases and gives 10 cents off gas purchases for every $50 spent on gift cards.
Unlike Ukrop's, Kroger customers can redeem just 10 cents per gallon off one fill-up before the end of the next month at company gas stations, regardless of how much was spent in its stores.
Ukrop's program limits customers to a maximum purchase of 20 gallons at the discounted price, but the discount can keep growing. The fuel discount must be taken within three months of the grocery purchases.
David Saunders, president of Madison + Main, which handles Uppy's brand management and its public relations, said the partnership with Ukrop's increased the convenience stores' visibility.
The chain, which has 38 stores, introduced a branding campaign that focuses on food and other merchandise inside its stores, where it has higher profit margins, Saunders said.
During the promotion, Ukrop's is paying the difference between the price at the pump and the discount.
Contact Joe Macenka at (804) 649-6331 or
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Contact Louis Llovio at (804) 649-6348 or .
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Reader Reactions
I understand that some Richmonders take offense to all of us not being satisfied with UKROPS, but the truth is that many of us have complained about prepared foods sitting out there too long, poor customer service & how these problems seem to be consistent & at a few or more stores.
As a business owner myself ( 9 years ) if a client comes to me with complaints in a tasteful manner, I am thankful to them for pointing out any problems! Most customers will NOT complain, they will just not go back or you will see them less & less. As for the comment about deli ppl being treated like “ dirt “ I have never treated deli ppl like dirt but I also expect you not to IGNORE me! or cop an attitude & whine that you need your 15 minute break to your co-worker. THese issues above are WHY! I now go to Whole Foods. The food is delicious ( EVERYTHING ) and the customer service is competent & prompt. Even at peak times.
In response to the last few posts. Ukrops is a great company that always strives to go above and beyond customer expectations. My wife and I no longer live in the Richmond area and truly miss the quality of food and service offered by Ukrop’s. Every company has slip ups, but what matters is what the company does to correct those slip ups. Ukrops has always gone above and beyond my expectations any time we had a problem with food or service. I too like many others in Richmond worked at ukrops for a period of time (2 years). I worked in the kitchen/deli areas while in college. When I was there we had strict time limits that prepared food could be left out. I belive pizza was a max of 45 minutes. Prepared foods in the refridgerated window cases were prepared daily and had a maxiumum two day shelf life.
To the person that compares Ukrops to Kroger, there is no comparison. Kroger, Foodlion, and Walmart leave a lot to be desired. I remember working in the deli and having the rudest customers talk to me like I was dirt. But I consistly was friendly and helped them with there order.
I encourage each of you to try and live life with a positive attitude and remember those people who you bark your orders to are humans and deserve dignity and respect.
How many local programs do Kroger, Foodlion, and Walmart support? How much money do they give back to the Richmond Metro community? I know Ukrops gives 10% of their pretax profits back the community. Numerous churches, schools, scout troops, sports teams, parks, various arts…I could go on and on…
Support your community and shop Ukrops.
I think it’s great that Ukrop’s has real competition for the first time in twenty years. Unfotunately, I don’t think they have responded to that competition effectively.
I’ve been particularly disappointed in Ukrop’s generic line of products. I find most of them of poor quality, whereas Kroger brand products are sometimes actually superior to brand names. Also, Ukrop’s seems to be actually replacing my favorite name brands with their inferior generics in the smaller stores where I shop, so I must go to another store to find what I need.
I really don’t care about having my groceries carried to my car, and the fuel perks aren’t worth the giving up quality and value in my grocery shopping.
I prefer to get great value for my money and want to be able to find the brand names I choose and trust the store’s generic brands to be of high quality.
In my opinion, Ukrop’s needs to go back to their original goals of selling high quality merchandise at competitive prices. I always loved the idea of supporting a local business, but I’m not willing to sacrifice quality and value for this reason.
I have lived in Richmond for 16 years now. In my opinion UKROPS has gone downhill. ALL of the stores leave prepared food sitting there for hours. Why would I want to pay high prices for soup from the bottom of the pot or pizza that has been sitting for at least two hours?!
Also… what’s up with the deli ppl? How hateful & rude can these ppl be?! I work with the public too but if you hate your job that much,quit!
Hopefully UKROPS will get their act together. The fuel perks are nice BUT! fresh food & kind ppl who can AT LEAST say HI! would be even nicer.
I shop at several Ukrop’s stores from time to time, namely Stratford Hills, Mechanicsville, and Ashland, and the service has taken a nosedive at all three locations. Kroger, on the other hand, has significantly improved service at its Carytown and Mechanicsville stores over the last few months. I agree with bellaella’s observations about Kroger’s service. I’ve had a couple minor problems at Kroger in the last year or so and they have bent over backwards to make it right. It consistently takes a while to find someone at Ukrop’s who either wants to help or is empowered to do so; I can’t help but think I’m inconveniencing them by trying to shop there.
I will add that the service at Ukrops Carytown is not the same as at my regular store, the Village. Carytown in the morning is the worst. The employees are too busy talking to each other to get customers served and out the door. It is nuts.
The Village Ukrops is the best. The store management is so friendly and hard working. It really sets to tone for the employees (well, except for the grumpy, unfriendly region manager who must have trained at Carytown!).
I regularly shop at both Ukrop’s and Kroger (mostly because I shop sometimes on Saturday and sometimes on Sunday). I started keeping track and Ukrop’s is regularly cheaper. That surprised me, since they have the reputation of being more expensive. I also think they have a better and fresher selection of produce.
I tend to shop both at Ukrop’s for my quick trips since its closer to home. Otherwise I shop at Kroger…more so b/c of the specials and they have more frozen food variety. Plus the Ukrop’s closer to me is an older one and does not carry a lot of fresh food. I also have found the packaged salad to always be bad at Ukrop’s. The customer service has declined a bit. Many times I stand in line while the cashier and bagger talk about their weekend plans and they NEVER bag correctly. Probably b/c they are too busy socializing.
I like some Ukrop’s stores. I worked there for many years while I was in high school and part of college. Some foods you can’t get anywhere other than Ukrop’s. Like some of there prepared food and let’s not forget Ukrop’s birthday cake! Yum! Anyways recently though I do sometimes shop at the nicer Kroger stores like Hull Street and the one in Chester because most of the time their prices are almost the same as Ukrops. Some Ukrops stores don’t carry other things though that I need like organic items. Ukrops is definitely in a niche in Richmond. I commend them for what they’ve down for Richmond. Although corporate wise after college/during there wasn’t much room for high growth so I left and did a intern type thing my last year in college. Anyways I think it’s great the fuelperks thing that Ukrops was doing. With that new perk I have been making an effort to shop at Ukrops and Kroger, and sometimes Trader Joe’s when I want a lot of organic stuff. I had no idea though that Kroger was doing that fuel savings program though. I have never seen it advertised anywhere (like when I have gotten gas from Kroger). It’s almost like they didn’t want people to know about it?? Don’t know, maybe it’s just me. As far as low prices though I have noticed that Ukrops has a lot of deals lately that are marked by red sale tags on their groceries. In the past people have said Ukrops prices are higher but people that went there liked the experience of the customer service (i.e. the people and getting your groceries taken to your car). I admit that some locations are better/worse than others at this. Just depends on the stores!!
Kudos to Ukrop’s for lowering prices on many items. I rarely shop Krogers because they are too expensive and more expensive than UKrop’s and Walmart. The only time I set foot into Kroger’s is when they do their 10 for $10.00 deals. Than I check my pantry and see if it’s worth shopping there.
I also think stores that offer self check out aisles should give you $0.25 - $0.50 discount for scanning and bagging it yourself.
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