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Safeway's newest store, marking its 1st week of operation, will stay open 24 hours a day

Original post made on Nov 22, 2011

Shoppers continue to fill Safeway's new Lifestyle supermarket at Bernal and Valley avenues in Pleasanton today, which marks its first full week of operation.

Read the full story here Web Link posted Tuesday, November 22, 2011, 7:51 AM

Comments (39)

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Posted by member
a resident of Parkside
on Nov 22, 2011 at 8:18 am

cannot compete to the Whole Foods at all, nothing more organic in this store then in the others Safeway. I was so disappointed.

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Posted by meh
a resident of Castlewood
on Nov 22, 2011 at 8:38 am

I recall that Safeway was talking about the new Lifestyle stores carrying more Organic and healthy selections.
Looks like its just a bigger Safeway with the same products and no different than any other, and open all the time?
Did something change? We were expecting something different. If same old Safeway, why would people shop there except if it was just convenience? Shoppers make trips to Whole Foods in San Ramon because they carry quality organics. Why would anyone from other parts of Pleasanton go to this new Safeway? Dissapointed...
Yes, very dissapointing.

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Posted by steve
a resident of Parkside
on Nov 22, 2011 at 8:54 am

If granola and sprouts made for a good business model, wouldn't you think those types of stores would be popping up throughout the area? So, those of you who keep advocating for the overpriced food labelled as organic, why do you think Whole Foods or other quirky food stores haven't been more successful?

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Posted by Fuzzy Johnson
a resident of Another Pleasanton neighborhood
on Nov 22, 2011 at 9:38 am

People are complaining that the new Safeway doesn't compete with Whole Paycheck Market. To which, I say "Hooray!" That means the prices will be lower and there will be fewer left wing loons and hippies shopping there.

Have any of the organic nuts (pun intended) read the studies showing that much of the organic produce has more pesticide residue than regular produce? The loons think that organic means some sort of magic. Horse manure, bat guano, and organic arsenic are all organic, but not so good for you if you eat them.

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Posted by Contrarian
a resident of Amador Valley High School
on Nov 22, 2011 at 9:47 am

200 employees, most with no medical benefits. Horrible employer, did they pay you to release this press release, or did you do it for free?

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Posted by Joe
a resident of Siena
on Nov 22, 2011 at 9:54 am

Fuzzy Johnson: How right you are! I'm glad I'm not the only human being out here to realize the fraud of the "organic" industry. It's just as phony and made up as the man-made global warming hoax is, but we can talk about it until we're blue in the face and it won't matter because this is a religion and a hardcore belief to those people. It's a really strange thing---almost creepy.

As far as the new Safeway is concerned, I'm glad I read the reviews here before I drove all the way over there to check it out. I'm not a big fan of Safeway to begin with, so if this is just a bigger store and more of the same, then I will stick to Fresh & Easy because I can park and walk inside the store within 10 seconds, I can buy food for almost half of what Safeway charges and everything is fresh! Yes, it is definitely a store for libs because they believe that they are saving the world by having eco-freezers and other "green" construction in their store, but I just ignore that stupidity and go about my business of buying food.

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Posted by meh
a resident of Castlewood
on Nov 22, 2011 at 10:35 am

Fuzzy , the natural foods promote healthy lifestyle, and supports the local farmers. Big box grocery stores do not, and cheap produce mostly comes from Mexico. What you are saying is that the local natural pesticide free farmer at the Pleasanton downtown farmers market is ripping customers off? I know local organic vendors and they are not left wing loons as you generalize.

Whole Foods is pricey and highly marked up and needs competition.
Walmart is opening their grocery outlet...if you are shopping only on price.

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Posted by gary
a resident of Another Pleasanton neighborhood
on Nov 22, 2011 at 11:09 am

Folks. This is America. We are free to shop anywhere we want! Why bash a new store in town that (1) provided jobs to build it and (2) provided jobs to run it? Why disparage people who do or do not buy organic or regular-grown food? Yikes!!??

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Posted by Simone
a resident of Foothill Farms
on Nov 22, 2011 at 11:47 am

Would some one please tell me what is different about this store? I must be missing something. (I'm serious).

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Posted by Tony
a resident of Spotorno Ranch
on Nov 22, 2011 at 1:00 pm

The Village Idiot asks: "So, those of you who keep advocating for the overpriced food labelled as organic, why do you think Whole Foods or other quirky food stores haven't been more successful?"

Reply: Because there are still too many idiots like yourself who would feed their kids cat food if it meant saving themselves a dime.

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Posted by Will Visit Again
a resident of Another Pleasanton neighborhood
on Nov 22, 2011 at 1:19 pm


I'm not sure either. It does have a pharmacy like the one in Dublin at Amador Plaza & Dublin Blvd. It seemed like a bigger version to that one to me, BUT we visited on opening day at 7pm and it was like the day before Thanksgiving. I'm willing to go back when I don't have kids, it isn't swamped and take a closer look at what is available. I got the impression they had a wider selection of their store brand Organics, but didn't really get to look to see what else they had. My husband said their wine section and cheese section was vastily superior.

I don't like Fresh & Easy - find it takes just as long for me to get in and out of the parking lot IF get a spot near it and not on the other side of Ethan Allen. I know the layouts of Safeway and can usually do all my shopping in 20 - 30 min and get out! Only other store I've found that way is Ranch 99 and Gene's. I also find Safeway a good community partner. They do a lot for charity.

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Posted by Cholo
a resident of Livermore
on Nov 22, 2011 at 4:22 pm

You can count on an increase in armed theft after 11pm - 10 am.

How come shoppers are being put in harms way?

Don't shop after 7 pm.

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Posted by Lisa
a resident of Birdland
on Nov 22, 2011 at 5:30 pm

I will keep shopping at Raleys- their natural food area is wonderful and I don't have to deal with all the duchebags that were having a family reunion in Safeway the other night. I found nothing spectacular about this safeway-the one is Livermore is 99% better. I never did find the natural food area in this safeway.

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Posted by Rajiv
a resident of Vineyard Hills
on Nov 22, 2011 at 5:52 pm

@Simone - Nothing different about the store. It doesn't even try to stand apart. Other than being new and bigger, it looks and feels the same as the other Safeways in Pleasanton, Dublin or Livermore.
The items carried is the same.

Wonder why did Safeway market themselves as a new concept or "lifestyle" flagship store prior to opening? Did they misled the customers? Did i miss something?

I don't think anyone from outside the area would have any reason to drive there when they can go to any other Safeway.
Personally, I prefer Raley's for their service and prices. Their natural food section is pretty good, and staff friendly.

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Posted by Kathy
a resident of Another Pleasanton neighborhood
on Nov 22, 2011 at 6:34 pm

I love the new Safeway because it is closer then any store. I don't like Lucky's which is close. I have never had a problem with Safeway. I also think Safeway isn't overpriced. I like the other stores which will open in the center. Remember it is all Pleasanton, so if it brings employment and revenue, then I'm all for it.

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Posted by Joey
a resident of Pleasanton Heights
on Nov 22, 2011 at 7:15 pm

I visited this store early this week and it is a bigger Safeway and I am not so sure what else special here.. But I like some of the new Open Nature products very much... Not a big Organic or Natural fan though..

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Posted by Same 'ol Safeway
a resident of Vintage Hills Elementary School
on Nov 22, 2011 at 7:47 pm

Too bad. Boy did they sell us a bill of goods; it's just bigger with the same old stuff spread out a little more. What a disappointment; I'm sticking with Raley's. Safeway rules Pleasanton unfortunately, but I'm happy for the people who got a job out of it.

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Posted by resident
a resident of Another Pleasanton neighborhood
on Nov 22, 2011 at 8:45 pm

I think Safeway used the "lifestyles" concept store to sell the project to the City Council and community and get it approved. They probably were intending another regular Safeway all along but thought it would pass the city council better if they said it was a newer version of the stores to compete with Whole Foods. After approval, they can do what they want as the approval did not demand the lifestyles store.

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Posted by just saying
a resident of Another Pleasanton neighborhood
on Nov 22, 2011 at 9:55 pm

Sticking w/ Raleys as well. Much of the staff they have there have been w/ that store since it opened some 20 (??) yrs ago. speaks volumes.
In addition, its clean, prices are competitive, and produce seems to have good turnover. And now that the Christmas season is upon us, they are not afraid to play traditional, Christmas music that many other stores would deem "religious".

in re: organic. Spoke w/ high profile Safeway executive ~ yr ago, who told me that one of the primary ways a store can increase its profits is to expand it organic section(s). That's not to "slam" Safeway, but it does explain good business use of "space", because organic costs so much more.

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Posted by Joe
a resident of Another Pleasanton neighborhood
on Nov 23, 2011 at 6:57 am

I haven't bought any produce in grocery stores in years, except for things like bananas. Produce at my house comes from the Pleasanton Farmer's Market. Locally grown, fresh and very competitive prices. We eat what is in season. Produce shouldn't be sold in a plastic bag or a styrofoam tray with plastic wrap.

We stay away from canned, boxed, frozen, jarred foods as much as possible. The concept of those "instant" foods (throw the goop in a pot and stir in some water) is beyond disgusting.

Having said that, we buy specials found in the weekly ads from different stores. No reason to pay full price on anything. A few stops on the way home from work and the house is stocked. 1 trip a month to Costco.

I haven't been to the new Safeway, though it is close to me. I'll check it out after the Thanksgiving craze is over, but by the comments I read in this thread I suspect I will continue doing the same. A few of the specials from the weekly ads only.

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Posted by Barron Robins
a resident of another community
on Nov 23, 2011 at 8:09 am

Like the store, don't get the bashing of Safeway here. They have the Safeway Foundation that donates MILLIONS to great causes, which I like. They give back to the communities that they are located in. If you don't like Safeway, don's shop there, but please don't refer to those of that do as anything less that regular human beings.
AND, BTW, they started out as a Mom and Pop just like other grocery stores, they must be doing something right to get so big---read up on them.

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Posted by Derek Simonsen
a resident of Bridle Creek
on Nov 23, 2011 at 8:16 am

Safeway (NYSE:SWY) has raised $1m for the Wounded Warrior project, an association that survives to honors and empower military men and women who sustained service related injuries. Larree Renda, Safeway executive vice president and chair of the Safeway ...

Think this says it all about Safeway!! GOOGLED them

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Posted by shopper
a resident of Another Pleasanton neighborhood
on Nov 23, 2011 at 10:10 am

Interesting headline...what Safeway in the Tri-Valley areas *ISN'T* open 24 hrs. this is not news.

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Posted by Mike925
a resident of Foothill Knolls
on Nov 23, 2011 at 11:37 am

Never wanted it. It's the same 'ol same 'ol. Yes there will be people begging for money in the parking lot or trying to sell you something.

Safeway lied about it being a store like Whole Foods. Another McDonald's? Oh boy. They couldn't do better??

Imagine what this shopping center will look like in 10 years. What a mess. Enjoy should have stepped-up and did something before it all was built.

Just wait for the high-density housing going in right next to it. That will be the icing on the cake for everyone, thank you Safeway!

Nice free press release, I agree!

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Posted by bud tugley
a resident of Deer Oaks/Twelve Oaks
on Nov 23, 2011 at 11:44 am

The new Safeway is a huge disappointment. I have no idea what they meant by "lifestyle" because this new store is no different than any of the others. 90% garbage. I did like the micro brew section, though overpriced. It is amazing how overpriced things are there in some cases. Cocoa powder for baking is more than double the price of Trader Joes. I wish we could have had a Whole Foods there. Yes WF is very expensive, but the quality and variety is sometimes worth it, especially for someone like me that enjoys eating new and different things. Safeway, I feel decieved.

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Posted by tuan
a resident of Another Pleasanton neighborhood
on Nov 23, 2011 at 4:37 pm

I agree...Safeway themselves announced a Lifestyle store and said carry natural foods to rival Wholefoods. I don't see difference. They changed mind or fooled people?

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Posted by Nick
a resident of Gatewood
on Nov 23, 2011 at 7:02 pm

I live in the "Gates" - what is Gatewood? There is no discounted bulk foods in any form? Produce still comes from warehouse in wilted condition and wet. Systemic warehouse problem. There are no nut counters, or olive counters, or other specialty counters. Fish selection is skimpy. Lots of fast food and frozen quick foods with high sodium, high salt, high sugar, and other unhealthy ingredients. The fresh baked bread is one nice addition - thank you Tina. . Very disappointed that such a large store does not distinguish itself from other Safeways. Bringing back a Pak and Sav is something for CEO Burd to consider.

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Posted by Francine
a resident of Country Fair
on Nov 24, 2011 at 6:08 am

I agree with Nick...bring back Pak and Sav.
I see no difference in this Safeway.
The one on Tassajara has more to offer.
The city got hoodwinked on this one!!
Lifestyle store...I don't think so!

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Posted by Claudette
a resident of Another Pleasanton neighborhood
on Nov 24, 2011 at 1:47 pm

Jobs and Revenue for the city, Need I say more ~ Thank you Safeway ~

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Posted by not surprised
a resident of Amador Estates
on Nov 24, 2011 at 3:44 pm

I haven't been to this new Safeway yet...but when I heard it would be similar to the one on first ave. in Livermore, I didn't expect much different than what I've been reading on this discussion site.

For me, it is not worth the extra distance from either the Santa Rita Safeway, Costco, Raley's, or even Lucky's. I find that the people at Lucky's are especially friendly and geniunely glad you are shopping here.

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Posted by Lynn
a resident of Del Prado
on Nov 25, 2011 at 8:49 am

Why is The Weekly running this story EVERY DAY? The real story is that this Safeway is not a "Lifestyle" store like we were all promised. It's just another, bigger, regular Safeway full of shelves lined with a plethora of unhealthy processed food-like substances. Oh and goody...we're also getting another McDonalds! Which actually fits in nicely with the "food" that Safeway is offering. Lucky us!

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Posted by contrarian
a resident of Amador Valley High School
on Nov 25, 2011 at 11:01 am

Jobs and revenue... So would a casino...

Come work 40 hours a week for $9/hr. with no medical benefits. Safeway is a horrible company to work for, and they treat employees like crap.

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Posted by Anne
a resident of Del Prado
on Nov 25, 2011 at 5:27 pm

Thought I'd try out the new Safeway, so ordered my no sugar added cherry pie and 3 dozen dinner rolls several days before Thanksgiving. I was told they always had the apple, but if I wanted to try the cherry, I could order it. So I did. The gal at the bakery who took my ordere said that if they couldn't get the cherries, I would get a call the day before Thanksgiving, and would be able to change my order. No call, so I assume all is well in the bakery department. On my way to my Thanksgiving festivities, I ran in to pick up my order. They had 3 bags of 3 dozen rolls (9 dozen)set aside for me, and they said they didn't have the pie. "Sorry, but they didn't have the ingredients to make it." Are you kidding me?? They just blew off my order? I said there must be a don't NOT make an ordered bakery item and not call the customer!I couldn't believe it. This was to be a special treat for our diabetic grandma. After the bakery manager was not available, I asked for the store manager to call the old safeway and see what they had. He was very, very nice and gave me a gift card to purchase a pie at the Santa Rita Safeway, and had someone hold one for me. I got there, and they had lots of no sugar added pies. They fixed the problem, but I was 40 minutes late to the family party. I will not be shopping at the new Safeway in the future if disregarding an order is common practice. Luckily, they have a nice manager!

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Posted by Rick
a resident of San Ramon
on Nov 26, 2011 at 9:43 am

I live in San Ramon, went to the new Safeway on Friday. I was going into downtown Pleasanton for a pot luck dinner and wanted to pick up some items such as pot pies, salads, kale, fish from the ready serve, some desserts from the bakery. I skipped WFs and went to the new Safeway after hearing from friends about a new concept store and realized it was no different than the Safeway in San Ramon or elsewhere. Nothing like the Whole foods items for quality and selection. I hesitantly picked up some ready cooked items but they were not even in the same ballpark in quality and taste. I could have just gone to the San Ramon Safeway a mile from my house! It's like the typical supermarket deli quality. I told my friend and she referred me to this page on the weekly. Sorry to hear that Pleasanton was misled about the new store.

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Posted by Resident
a resident of Vintage Hills
on Nov 26, 2011 at 11:35 pm

Once again Pleasanton residents are misled by the City Council. This Safeway store is a huge misrepresentation and a disappointment. It is no different than any other Safeway I've been to. The prepared food is not even close to Whole Foods. Comparing this store to Whole Foods is like comparing a Frozen TV dinner to a home-cooked meal. I purchased milk there the second day the store was open and it was completely sour when I arrived home and opened it. I live 3 minutes from the store. This is not quality. Their fish counter doesn't compare with Whole Foods or Genes. Nor does their meat counter. How is this a newer and better Safeway! In fact, their monopoly and location will probably squeeze Genes out of business and that will be a shame. Genes is the only decent alternative to a big box supermarket in the city. The Pleasanton City Council should be ashamed to have approved a project that's a complete fabrication of the facts. Having said all this .....Safeway does do a lot of charitable work in the community and they are employing people. However, I'm sure this fact was not lost on the approval of the Bernal Store and should not negate their marketing scam! In addition, the parking lot is horrible with small spaces. Like their other stores - you can hardly back out without hitting someone else. And in the end - they didn't even give us a Jamba Juice which is the best part of their other stores. Like we really needed another Starbucks right across the street from the other one. Go figure!

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Posted by Happy camper
a resident of Rosepointe
on Nov 30, 2011 at 8:42 am

I am GLAD that the new Safeway is open! I usually do all my shopping there, with an occasional trip to Raleys for missed items or re-stocks. Raleys is so expensive, but was convenient for incidentals. No more over priced groceries for me! And I certainly can't afford to feed my family Of 3 at Whole Foods. That place is strictly for the 1%! Trader joes is nice for some items, but you certainly can't do all your shopping there, either.
The new Safeway does have expanded organic sections, etc. from the regular stores. I agree, it's not enough, but definitely a step in the right direction.

I'm more unhappy about the additions to the strip mall than Safeway. Do we really need 2 places to get your quickie hair cut and a panda express? Ugh.

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Posted by AVFan
a resident of Amador Valley High School
on Nov 30, 2011 at 7:28 pm

Safeway has been an outstanding community partner. Amador's Sports Boosters get over $200K every year from the eScript program out of Safeway. It's the most of any school in the U.S., period. This pays for alot of the costs of sports at AVHS. Safeway does not have to do this - but they continue to because it's good for the community.

Folks - if Whole Foods or Trader Joes wants to start another store in Pleasanton, there was alot of land available for them to pick from. They chose not to build another story - don't know why, but don't get all up on Safeway because they chose to make an investment where others did not.

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Posted by Joe
a resident of Another Pleasanton neighborhood
on Dec 1, 2011 at 6:46 am

I finally went to the new Safeway. It indeed isn't much different from the one on Santa Rita. I, however, found the bulk section much better. I was able to find, of all things, bulk wheat bulgur for a decent price per pound. So, to me, since I buy all my produce at the Farmer's Mkt, meats according to the week's Specials from the different stores in town, and other items at Costco, this Safeway serves my needs since it is closer to my house. But I'll be checking their bulk grains closer. It is nice to be able to buy food that isn't pre-packaged!

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Posted by Diann
a resident of Castlewood
on Jan 13, 2012 at 9:01 pm

We're not strictly organic buyers, actually hardly ever. We do shop at Whole Foods for their deli and ready made items as well as their bakery. Safeway just doesn't compare overall.

As far as a "lifestyle" store - I really see nothing different in this store, in fact they seemed to sacrifice some aisles to give room to others that just don't seem useful.

As far as providing more jobs to Pleasanton, Safeway over hired for a successful store opening in November then did a massive layoff during Christmas time since their new store hype wore off. Pretty irresponsible and thoughtless of Safeway.

We're fans of Raleys - great product, well organized, friendly staff.

This land could have been used for other useful additions to our city.

Sorry, but further commenting on this topic has been closed.

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