What Makes a Grocery Store Worth Coming Back To

Groceries are one of the few things people buy every week, so small annoyances add up fast. A store that’s clean, stocked and quick tends to keep customers. One that isn’t gives them a reason to try somewhere else. Here is what industry research says shoppers care about.

Fresh food comes first

In research from FMI, the Food Industry Association, 75% of shoppers rated high quality fruits and vegetables as very important when picking their main grocery store. Shoppers also put a lot of weight on cleanliness, clear signage and being able to look over fresh food before they buy it.

Empty shelves push people out the door

Out-of-stocks come up again and again in shopper surveys. Chain Store Age reported one survey where shoppers named them a top barrier to a good in-store experience, and other studies it has covered found that many shoppers will buy the item somewhere else when a store is out. That’s a big deal for a weekly shop, because the sale can go to another store altogether.

Price still matters

FMI also found that about 70% of shoppers are highly concerned about rising grocery prices. Value for most people means a mix of price and quality, along with how easy the trip is. A store can be a little more expensive and still win if the produce is good and the trip is quick.

Checkout is where trips end

Progressive Grocer’s 2025 Consumer Expenditures Study reported that 14% of shoppers said checkout was too slow and could use better trained cashiers. A slow line at the end of a good trip is what many people remember.

What this means for you as a shopper

• If a store keeps being out of something you need, that’s worth telling them. It’s the kind of pattern stores look for.
• Cleanliness and freshness complaints are easiest to act on when you name the department and the day.
• Good service deserves a mention too. See why positive feedback is worth leaving.

Kroger’s own survey is one place to do this. It’s tied to your receipt, so the store, date and time come with your comments. Our Kroger feedback survey guide covers how to enter, and this page lists what you can expect at Kroger and how to get help.

Sources: FMI, the Food Industry Association (U.S. Grocery Shopper Trends), Chain Store Age, and Progressive Grocer’s 2025 Consumer Expenditures Study. Figures are as those publications reported them. Kroger Fan is an independent site and is not affiliated with Kroger. Rules, prices and offers change and can vary by store, so check Kroger.com or the app for the latest.