Correction: Kevin Barron correctly pointed out in the comments that we should have adjusted produce prices so that we were comparing price per pound rather than total price. We’ve updated the comparison. This brings the numbers for New Leaf and Whole Foods much closer to Safeway, which feels like good news to us.
Ever since Albertson’s closed last year, Coastsiders have been grumbling that the Half Moon Bay Safeway seems awfully expensive. Were they taking advantage of the lack of competition to raise prices? In two weeks in April, we shopped our local Safeway and four competitors, here’s what we discovered.
You can’t really compare the bottom-line prices at these stores fairly. We took pains to buy comparable items between stores, but it’s more difficult than you might think. Also, even though we tried to buy lowest common denominator goods, no two people are going to buy the same basket of goods. For more information, you can download our shopping list and individual prices in an Excel spreadsheet.
Dairy and baked goods were roughly equally priced at all stores, including Whole Foods, which we threw into the mix out of curiosity. Although we were tempted by some of Whole Food’s $20/pound cheddar when our shopping list called for Tillamook.
Household items, like Ziploc bags and foil, are cheaper at Safeway. But they’re even cheaper at Costco.
Meat was much cheaper at Safeway. It looked and tasted like it. Also, the service in Cunha’s and New Leaf’s meat departments was outstanding. If you’ve ever tried to buy anything that wasn’t already shrink-wrapped at Safeway, you know what we’re talking about.
Packaged foods didn’t vary much in price, but this is one area where you can be tempted by some pretty pricey merchandise with charming labels at the alternative markets. But if you’re looking for wide selection of processed food, Safeway is an excellent choice.
Produce was significantly cheaper in San Mateo. However, Cunha’s and New Leaf were highly competitive with Safeway in Half Moon Bay, and this is the other category where Safeway’s quality left a lot to be desired. Also, if we’d shopped at Safeway’s tiny organic section, the prices would have been a lot closer to one another.
The Bottom Line
The bottom line isn’t the price.