King Soopers - The Reel McCoythe-reel-mccoy.net/pdf/king_soopers.pdfKING SOOPERS: “WELCOME...

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KING SOOPERS: “WELCOME HOME...TO KING SOOPERS” King Soopers, Inc. Orientation Video FINAL DRAFT 8/10/98 Writer: Kevin McCoy Edit Dates: Final Script Due: Show Date: Producer: Alison Madrey-Shoot; Jennifer Mowery-Edit Distribution Date: File Location: Client Contact: Shooting Dates: Client Information: Steve DiCroce Director Labor Relations and Human Resources King Soopers 303-778-3269

Transcript of King Soopers - The Reel McCoythe-reel-mccoy.net/pdf/king_soopers.pdfKING SOOPERS: “WELCOME...

Page 1: King Soopers - The Reel McCoythe-reel-mccoy.net/pdf/king_soopers.pdfKING SOOPERS: “WELCOME HOME...TO KING SOOPERS” King Soopers, Inc. Orientation Video FINAL DRAFT • 8/10/98

KING SOOPERS: “WELCOME HOME...TO

KING SOOPERS”

King Soopers, Inc.

Orientation Video

FINAL DRAFT

8/10/98

Writer: Kevin McCoy Edit Dates:

Final Script Due: Show Date: Producer: Alison Madrey-Shoot;

Jennifer Mowery-Edit Distribution Date:

File Location: Client Contact: Shooting Dates: Client Information: Steve DiCroce

Director Labor Relations and Human Resources

King Soopers 303-778-3269

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King Soopers “WELCOME HOME...TO KING SOOPERS” VISUALS AUDIO

Kevin McCoy P. 2 FINAL DRAFT • 2/23/2004

Copyright 1998, Projections, Inc. Phone 770-448-9741 • Fax 770-448-9784

1 FADE UP ON: 2 Succession of shots showing the

exterior of a King Soopers store. Customers or “Guests” walk in and out of the store, going to or from their cars. We see an employee helping a woman load her groceries into her car as she tends to her kids.

UPBEAT MUSICAL OPENING

3 GRAPHIC: Bring in the King Soopers logo against a door. A golden key flies into frame and unlocks the door which opens up, revealing...

NARRATOR(Gordon Graham) You’ve come home...to King Soopers. And we’d like to welcome you into the Family.

4 ...a store interior. A succession of shots revealing different parts of King Soopers store.

As you’ll soon see, King Soopers is more than just a grocery store. We’re the number one supermarket in Colorado and the second largest employer in the state.

5 We see employees working in a variety of departments, including produce, meat, pharmacy, and guest service.

But our success is not by accident. It’s the product of years of hard work, commitment to quality, and above all else, our approach to customer or “guest” service.

6 Gordon Graham walks on screen. He walks about in the store. Guests mill about, shopping. An employee helps a Guest find an item.

GORDON GRAHAM (ON-CAMERA) That’s right...Guest. Just as you’re now a part of the King Soopers Family, we consider our customers as our Guests. And that means we spend all of our time and energy making sure that Guests have the best possible shopping experience every time they come to King Soopers.

7 This is all part of our Family Pledge... “to provide quality service, exceeding our guests’ expectations.”

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King Soopers “WELCOME HOME...TO KING SOOPERS” VISUALS AUDIO

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8 “...And to be the best....

...For our Guests

...For our Employees

...For our Shareholders and for our Community.”

9 Now, before we introduce you to the philosophy behind King Soopers and its success, let’s have a brief look back at our history...

10 GRAPHIC: “Family History” on a photo album cover. The outer cover opens... Shots of historical photographs, archival film(?), etc.

Founder Lloyd King opened the very first King Soopers store on June 20, 1947 in Arvada, Colorado. His goal in business was to offer “Friendly Service...Value...Cleanliness...and Quality”.

11 Shots of photos, film, or video. If not available, perhaps graphics(?) Perhaps as transitions, the turning pages of the “album” could have the years on them.

During the 50’s, King Soopers grew into a chain of nine stores and entered its first merger in 1957 with the Dillon company from Kansas.

12 By the early 1970s, the chain had expanded to more than 30 stores. And the 1980s saw a second merger, this time with the Kroger Corporation.

13 And in the 90’s, we’ve doubled our size and continued our record of solid growth.

14 We’re glad you’ve become a part of the team and can help us as we head into the 21st century as the grocery leader in Colorado.

15 FADE DOWN

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King Soopers “WELCOME HOME...TO KING SOOPERS” VISUALS AUDIO

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16 FADE UP ON:

GRAPHIC: “Mission Control”

17 CUT TO: Video of the “Mission Control” Wall in King Soopers store. Gordon Graham walks on screen.

GORDON Welcome to Mission Control. In a sense, this is very much the nerve center of every King Soopers store. For it is here that we find the driving principles that are at the heart of King Soopers and its philosophy. These principles are The Five Keys To Success.

18 GRAPHIC: A graphic page where each key appears with the name written either on the key or beside it.

Guest Satisfaction... ...Safety... ...Team Member Success... ...Continuous Improvement... ...and Business Performance.

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King Soopers “WELCOME HOME...TO KING SOOPERS” VISUALS AUDIO

Kevin McCoy P. 5 FINAL DRAFT • 2/23/2004

Copyright 1998, Projections, Inc. Phone 770-448-9741 • Fax 770-448-9784

19 GRAPHIC: A Key flies in and unlocks a door that reads: “GUEST SATISFACTION” “Win The Guest” and unlocks it.

20 GORDON “Win the Guest...” It should come as no surprise that Guest Satisfaction is the first key. Without it, none of the other key principles could exist.

21 So just what is Guest Satisfaction? For many companies, it might simply mean meeting a customer’s needs and expectations.

22 But that’s not good enough for King Soopers and its Guests. Our whole aim is not only to meet but also to exceed our Guest’s expectations.

23 Going that extra mile, building a relationship with our Guests. That’s how we “Win The Guest”. Ask yourself this question, “What level of service do I expect when I do business with a company?” If you’re like most people, you would probably answer -- the kind that calls for a business to go out of its way to take care of the customer. That’s the King Soopers way.

24 GRAPHIC: That reads, “Quality Service Edge”, and will add bullets points to it

And that’s why we have something we call our Quality Service Edge. It’s a guideline of standards by which we strive to serve and to exceed our Guests’ expectations. Within it you’ll

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King Soopers “WELCOME HOME...TO KING SOOPERS” VISUALS AUDIO

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find--

25 “--Gold Standards” --the Gold Standards that have to be in place before our guests come into our store.

26 “--K.I.N.G.”

--As a Family Member, you’ll learn about the K.I.N.G. principle, and what it stands for...

27 “--Service Standards” --And you’ll use our Service Standards, which more than anything else sets us apart from our competitors. When Guests come into our store, they have a certain level of service that they expect to receive. It’s how well we meet those expectations that makes the difference.

28 “--Appearance” Video of employees working in their neat, clean uniforms.

--Another important factor of Guest expectations is our Appearance. As you might expect, our uniform makes it easier for our Guests to identify us. But more importantly, a nice, clean, professional uniform sets an upbeat tone for the work floor...a sign of both who we are and of the quality of service Guests can expect to receive.

29 “--Empowerment” --And along with that quality of service is the issue of Empowerment. As an employee of King Soopers, you have the freedom and the responsibility to do whatever it takes to care for our Guests. We encourage you to use your good judgment and to take the initiative on this issue. Remember, our goal isn’t to meet their expectations, but to exceed them.

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King Soopers “WELCOME HOME...TO KING SOOPERS” VISUALS AUDIO

Kevin McCoy P. 7 FINAL DRAFT • 2/23/2004

Copyright 1998, Projections, Inc. Phone 770-448-9741 • Fax 770-448-9784

30 The most important factor that separates us from our competition is our service. But it isn’t merely the quality of service that distinguishes us from other stores, it’s the unique types and styles of service that we employ.

31 At King Soopers, it’s the “Greet, Service & Thank” policy that makes us stand out. And that policy calls for every single employee at King Soopers to greet customers, service them, and thank them for shopping here.

32 And although our competitors may not have a policy like this, they are getting better at what they do. And it’s important for us to stand out from them.

33 Today, there are more companies competing for the same customer’s dollar. And some of them are non-traditional competitors. In addition to traditional grocery stores like Safeway, we now have chains like Super-K and Wal-Mart selling similar products and crossing into grocery items.

34 This, of course, leads to a declining customer base and serves as incentive for companies to do whatever it takes to build relationships with their customers. Which is why the “Greet, Service & Thank” policy is so important to us. It’s just another step in building that relationship with our

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Guests.

35 There are eight standards of the “Greet, Service & Thank” policy. The first one is that you should always greet each guest as they arrive at your check-out counter, when you encounter them in an aisle, or when you answer the phone.

36 Second, check to see if the Guest is finding everything they need. Always offer assistance. If they can’t find something, escort the Guest to the item. Or, if that’s not possible, offer to bring the item to them.

37 But whenever you can, escort the Guest to the product they’re looking for. This way you have the opportunity to talk with them and to develop a rapport, a relationship. You can also answer their questions, point out sale items of interest and more...all with a personal touch.

38 The third standard is to always pay attention to the Guest. Focus your conversation on them and their needs.

39 And while you’re having that conversation you make use of the fourth standard-- Offer Guests suggestions on specials, services and product samples.

40 Fifth -- Use a kind and considerate manner when responding to requests, as in for rain checks,

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refunds, and/or replacements.

41 Sixth -- Be professional and kind when resolving a dispute on an item or procedure.

42 Seventh -- Thank every guest for shopping with King Soopers. Remember that our Guests could have gone to any store; but they chose to come to us. And be sure to always invite them back again soon, thus encouraging their repeat business.

43 And eighth -- Greet your Guests by name whenever possible. Again, it’s all part of building and sustaining meaningful relationships with our Guests.

44 King Soopers also has a Mystery Shopper program, where certain shoppers are asked to rate and report on our stores and service.

45 GRAPHIC: “Losing just one customer can cost five to six thousand dollars a year!” Show one “shopper” figure being cut away from a group of others. “= $5000 to $6000/year”

Research has shown that the cost of losing just one Guest to a rival store equals between five and six thousand dollars a year.

46 This is just one more reason to make quality service our top priority. If we’re not actively greeting our Guests, helping them find an item, thanking them and inviting them back, they might just take their business elsewhere. And we might not even know it...until it’s too late.

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King Soopers “WELCOME HOME...TO KING SOOPERS” VISUALS AUDIO

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47 GRAPHIC: A Key flies in and unlocks a door that reads:

“SAFETY” “Be Safe”

and unlocks it.

48 GORDON “Be Safe...” That’s the catchphrase we live by here at King Soopers. We are all responsible for our own safety, as well as that of our fellow team members and that of our Guests.

49 Our goal is to create a safe working environment. And an important part of achieving this is in the prompt reporting of all unsafe conditions. This sort of preventative step can go a long way towards reducing the chances for an accident.

50 And accidents, when they occur can be very costly...and not just in terms of money.

51 Accidents, regardless of who’s involved, affect us all. In addition to personal injury, accidents can take a toll on the other employees, affecting working hours, income, and store performance.

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King Soopers “WELCOME HOME...TO KING SOOPERS” VISUALS AUDIO

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52 That’s just another reason for the need to know how to work safely.

53 As a further step towards creating a safe environment, we’ve developed a 100-Day Safety program, an incentive-based system where for every 100 accident-free days, funds are generated to go into employee activities like the employee lounge, store picnic, or Christmas party. This program is designed to foster commitment among all employees to maintain the highest standards of safety.

54 Shots of employees in proper safety attire performing: --Recycling --Slicing meat --Gathering buggies in the parking lot.

In addition, there is safety training each year which we conduct to update employees on safety procedures. You will also learn about the various kinds of safety equipment that is made available to assist you in the safe performance of your job.

55 Shot of Safety Creed page Quote jumps out from Safety Creed page: “The company will maintain a vigorous safety culture at each location and will allocate the resources necessary to assure a safe and healthful environment.”

Our president’s commitment is: “The company will maintain a vigorous safety culture at each location and will allocate the resources necessary to assure a safe and healthful environment.”

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King Soopers “WELCOME HOME...TO KING SOOPERS” VISUALS AUDIO

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56 GRAPHIC: A Key flies in and unlocks a door that reads:

“TEAM MEMBER SUCCESS” “Support Each Other”

and unlocks it.

57 GORDON “Support Each Other...” Our continued success is completely dependent upon our ability to work together.

58 In keeping with the family atmosphere here at King Soopers, we encourage our employees to actively look for ways to help one another. Whether it’s lending a hand to a busy co-worker or passing on a compliment from a Guest, it’s for everyone’s benefit that we be there for each other.

59 GRAPHIC: “Workplace Opportunities”

And speaking of benefits... It’s with great pride that King Soopers offers its employees a generous package of excellent benefits, including:

60 LIST BULLET POINTS... “Competitive Wages” “Paid Vacation”

--some of the most competitive wages in the state... --and an excellent paid vacation plan that gives you a full week after working for one year... ...two weeks after two years...

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...three weeks after five...

...four weeks after twelve...

...and five weeks after 20 years.

61 “Health Insurance Benefits” --Two Health Plans

--King Soopers also provides for employees’ Health Insurance benefits. Once you’ve completed the waiting period, you’ll be eligible for one of two health plans paid for and provided by your Company. Certain employees pay a small monthly co-premium for the coverage.

62 --Medical --Hospitalization --Dental --Vision --Prescription --Life Insurance

--Both health plans provide comprehensive medical, hospitalization, dental, vision, prescription and life insurance coverage. These company plans also provide short-term disability in the event you’re disabled from work due to a medical condition.

63 --Retirement Plans King Soopers also provides for an employee’s retirement through one of several different plans. The Company provides 100% of the contribution to the appropriate retirement plan which applies to your position.

64 --401K The Company also sponsors a 401-K plan to allow you to save for your retirement years. This is an excellent way to add to your nest egg...one that many companies don’t offer.

65 King Soopers employees are encouraged to seek advancement within the company. In the near future, you will have the opportunity to participate in a number of training classes, including checker and customer service training.

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66 Quick shots of diverse group of managers working in the store, talking to Guests, helping a fellow employee, etc. (These would be pre-selected managers who actually have worked their way up)

And if you’re wondering about promotions or perhaps a management career track at King Soopers, you might be interested to know that some of our current management team worked their way up from courtesy clerk and other positions. There’s always opportunity here and we encourage you to explore the possibilities.

67 GRAPHIC: “Risking It All”

King Soopers expects employees to follow some guidelines that help make the workplace run smoothly. These rules are for the protection of our employees and Guests and cover topics such as...

68 GRAPHIC: (List bullet points under “Risking It All”): --Destruction of Company Property --Breach of Confidentiality --Drug & Alcohol Abuse --Sexual Harassment --Theft and Fraud

...the destruction of Company property...

...a breach of confidentiality, particularly of our Guests, given the sensitive information we receive from them on their checks, credit card slips, prescriptions, and more. ...King Soopers will not tolerate the use and abuse of drugs or alcohol on company property or during working hours. This is also a safety issue and puts our Guests as well as your co-workers at risk... ...In keeping with the spirit of supporting one another, all forms of discrimination, including Sexual harassment, will not be tolerated. We at King Soopers don’t believe such behavior is compatible with our company or its philosophy. And it’s also against the law. If you experience or

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witness sexual harassment on the job, we expect you to report it immediately to your store manager.

69 ...And because theft and fraud affect us all, it obviously cannot be tolerated and must be grounds for immediate discharge.

70 GRAPHIC: --Emphasize Honesty ...purchases ...video rentals ...No “grazing” ...Honor system ...At work on time

At King Soopers we want to emphasize employee honesty in all areas of your work life, including employee purchases, video rentals and “grazing” food while on the work floor. And because we are on the honor system for time keeping, we ask for your cooperation in accurately recording your work time on the Time and Attendance computer.

71 And along with that, being here for work on time is especially important because it has a direct bearing on your being able to properly serve, or “win” your Guests.

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72 GRAPHIC: A Key flies in and unlocks a door that reads: “CONTINUOUS IMPROVEMENT”

“Improve Everything” and unlocks it.

73 GORDON “Improve Everything...” What is Continuous Improvement? It’s the means by which we constantly search for better, more efficient ways to do our jobs, to improve our business, and to serve our Guests. And it’s something that all of us can do. Again, you are encouraged to play an active role as a member of the King Soopers Family. Because many of the best ideas to improve the company have come from people just like you!

74 If you have an idea or a suggestion, let someone else know...a co-worker, a manager...your ideas do matter. And as new employees, you have a fresh perspective on how we do things. Something might occur to you that others may have overlooked or not thought of.

75 And when you look for ways to improve, also think in terms of the operating expenses that you can control. Remember, we are a business, and another means of improvement is keeping our costs down to maintain lower prices for our

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Guests and to increase our profits.

76 GRAPHIC: “SHRINK” Graphic of a gallon of milk that shrinks on screen --Price mark downs --Product waste --Theft A shrinking dollar bill...

One element of controlling operating expenses is handling something we call “shrink”. Shrink is anything for which we don’t get the full retail cost. This occurs in a number of different ways, including item price mark downs, product waste and theft. “Shrink” causes a shrink in our inventory, our sales, and our profits as well.

77 Video of employees bagging groceries Milk gallon graphic grows back to normal size.

For example, if we all sacked orders with fewer bags, then over the course of a year the company saves a lot in bags and money for bag expenses. And “shrink” is reduced. But be smart. Stuffing the bags too full can break them and cause additional shrink. Good judgement is an important part of your job.

78 GRAPHIC: --S.S.T. (Service Standard Training)

Some other aspects of continuous improvement that you’ll get better acquainted with include: --S.S.T., which stands for Service Standard Training...

79 --Technology Video of roll cages being used in the warehouse, unloading from dock area and being rolled out onto the floor. Guests scanning items at the Sooper Scan station

...and Investments in more efficient technology, such as our change over from pallets to roll cages...and our start up of the Sooper Scan Express system, which allows guests to scan and pay for purchases themselves.

80 It’s ideas like these that allow us to add to King Soopers’ efficiency...and ultimately to our success. And we look forward to hearing your

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ideas very soon.

81 GRAPHIC: A Key flies in and unlocks a door that reads:

“BUSINESS PERFORMANCE” “Make Money”

and unlocks it.

82 GORDON “Make Money...” That is, of course, a major goal behind any business. And King Soopers is no exception. Business Performance involves the strategies and actions taken to keep a company healthy, vital, and competitive. And a significant part of our business strategy involves you.

83 Ask yourself this question: “What if this were my store?” How would you look at it then? What would you do to help it work better as your business? Do the strategies and policies we’ve discussed today make more sense?

84 Well, if so...GOOD!!! Because in the final analysis, this is your store...and your business. It belongs to all of us. And you see why business is so important.

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85 GRAPHIC: Show a dollar bill of “Profit”. Divide it up into pieces that go into... ”Investment...” “Jobs...” “Technology...” “Stores...” “Growth of business...” A cyclical (or circular) graphic showing arrows leading from “investment” into “jobs”, etc. coming back around to “Growth of business” and into “investment” again...

As a business grows, as ours certainly is, increased profits allow us to reinvest into the business and... ...add more jobs... ...more technology... ...more stores... ...increase our job security... ...better serve our Guests... ...who increase their business with us, and thus our profits again, continuing the cycle of growth.

86 GRAPHIC: Showing cycle of investment from parent company (Kroger) to King Soopers... ...Graphic of stock

This cycle of growth is beneficial not only to our store or the King Soopers chain, but also to our parent company, the Kroger Corporation. When we do well, they do well. And a sign of this is that Kroger stock performs better. Better performance increases the value of the employees’ stock investments into their 401K and profit-sharing plans. It also allows Kroger to invest back into itself and into King Soopers. And the cycle continues again...

87 Just as these elements of business performance are interrelated, we hope you see how all of our Five Keys... ...Guest Satisfaction... ...Safety...

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...Team Member Success...

...Continuous Improvement...

...and Business Performance...are related.

88 Each of them depends upon the others and can’t truly work unless they function together. It’s the same way with you and your fellow team members. We work best when we work together.

89 UNION VERSION Another important topic you need to know about is labor unions. King Soopers currently has contracts with various unions. Which union you will be under depends on which department you are in.

90 Shots of contracts, highlighting: --Union Shop and Dues Check-Off clauses

Because the union contracts contain a union shop provision, employees must join and pay monthly dues and fees to the union. The union contracts also contain what is called a dues checkoff clause that allows the union to deduct their fees directly from your paycheck.

91 Shot of Local #7 LM-2 cover page LM-2 expense pages

The money that King Soopers union members pay goes toward running the business of the union. It covers things such as salaries and expenses of union officials, organizing costs, and benefits for union staff.

92 It does not go towards any of your employee benefits as King Soopers pays for those items

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King Soopers “WELCOME HOME...TO KING SOOPERS” VISUALS AUDIO

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instead.

93 UFCW International Union constitution page(s)

There are also certain rules and regulations employees are expected to follow as a member of the union. They can be found in the union contracts or constitutions.

94 Also, the union represents you during contract negotiations and at other times. However, if you have any questions or concerns, don’t hesitate to contact your manager directly.

95 (Gordon On-Camera) Shot of falling money

NON-UNION VERSION Another important topic you need to know about is labor unions. King Soopers currently has union contracts at some locations. While you are not subject to the contracts in your new job, you will probably come into contact with unionized employees. They must pay monthly dues and fees to the union as a condition of working at King Soopers.

96 King Soopers provides its non-union employees with competitive wages and a very generous benefits package, without your having to pay someone else to talk for you. Unions can often put added burdens on both you and the company that can ruin flexibility, discourage teamwork and keep us from reaching our mutual goals. We feel that we can all operate best when employees and management work together to keep King Soopers at the top.

97 And at the top is where we’ll stay as long as we

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King Soopers “WELCOME HOME...TO KING SOOPERS” VISUALS AUDIO

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do a good job and keep customer satisfaction our top priority, proving as always that “Our People Make the Difference.”

98 Congratulations on joining a winning team at King Soopers. If you have any questions about your job or what’s expected of you, don’t hesitate to ask. We’ve come a long way since the early years and we’re glad you’ll be here to help make the future a bright one for all of us.

99 Welcome to the team because you’re the KEY to our success!

100 SERIES OF SHOTS OF EMPLOYEES WAVING HANDS AT THE CAMERA... ALL DEPARTMENTS OF THE STORE... ...COURTESY COUNTER ...CHECKER LINE ...MEAT DEPT. ...PHARMACY ...DELI, ETC.

FADE UP JINGLE AND SONG MUSIC

101 FADE TO BLACK END MUSIC