Following speculation that Safeway may be considering "strategic alternatives," Safeway executives during their latest conference call confirmed just that — the supermarket retailer placed itself on the sales block. Before that conference call, analysts were already putting two and two together and coming up with two viable suitors for the Safeway footprint — private investment firm Cerberus, also known as New Albertsons, and supermarket giant Kroger, which has just closed on Harris Teeter for $2.5 billion.
Cerberus is said to be the lead bidder, but Kroger shouldn't be ruled out. But what would Cerberus or Kroger be getting if they purchased Safeway outright for almost $10 billion? In addition to 1,335 locations and a $2.7 billion book of prescription business, there would be some intangibles in the deal as well — namely Safeway's relatively advanced Just for U loyalty program and a yet-to-be launched health-and-wellness platform that's supposed to evolve Safeway over the next decade from being a food retailer into being a health solutions center.