Vons and Ralphs, which regularly trade off as the most-shopped supermarket chain in Southern California, escalated the war for the hearts and wallets of shoppers over the weekend by implementing price reductions.
Vons, based in El Monte, on Sunday trimmed prices at its 180 stores by 1% to 8% on "thousands of items," according to Stuart A. Rosenthal, senior vice president, marketing and merchandising. Also over the weekend, Compton-based Ralphs Grocery reduced by "approximately 5%" its prices on national-brand bakery goods, including bread and rolls, and snack items such as potato chips that are pre-priced by manufacturers, said Al Marasca, executive vice president of marketing.
The price discounting is more good news for Southland shoppers, who already are benefiting from the stepped-up doubling of coupons by most major chains.
In July, Ralphs, with 113 stores, joined Vons, Hughes and Safeway in offering to pay double on an unlimited number of manufacturers' coupons, prompting Alpha Beta to follow suit. Among the large food chains, Lucky Stores is a holdout that continues to forgo doubling coupons in favor of promoting itself as the overall low-price leader.