The Kroger fuel surcharges are a good example of how the company is attempting to make its food and beverage offerings more appealing to millennials.
“We’re going to have to adjust the pricing,” said Mike DeMars, Kroger’s director of marketing.
“I think there will be some price adjustments.”
In addition to adding $50 in fees for the use of Kroger products, the company also plans to increase the price of fuel by $1.50 per gallon.
The fuel surtax will also be placed on gas stations that do not carry Kroger gas.
The company is also launching a special program in the spring to provide the same discount to consumers who purchase at least $50 worth of Krogos.
DeMars said the changes will go into effect on March 14.
“It’s an incremental change, but it’s certainly a big step forward,” DeMars told ABC News.
“There’s a lot of people who want to get in here, but are worried about the price.”
