A recent investigation has uncovered a troubling pattern at some Kroger stores, where customers are paying more at checkout than advertised due to expired sale tags left on shelves.
Kroger operates around 2,700 stores nationwide, and the probe examined 26 locations. Pricing discrepancies were found at more than half of them.
The joint investigation by Consumer Reports, The Guardian, and the Food & Environment Reporting Network (FERN) found multiple instances where shoppers were charged full price for items that appeared to be on sale.
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Widespread pricing discrepancies revealed
Investigators visited the Kroger and Kroger-owned stores in 14 states and the District of Columbia over a three-month period.
The results were concerning: expired sale labels led to overcharges on more than 150 grocery items, with an average overcharge of $1.70 per item, representing an 18.4% price discrepancy, as reported by CBS News.
While pricing mistakes weren’t found at every location, issues appeared at over half of the 26 stores examined. For instance, at a Harris Teeter in Alexandria, Virginia, customers paid $4.99 for a bag of Mission Flour Tortillas that was advertised at $2.99, according to CBS News.
A pattern of pricing problems
The investigation was partly sparked by concerns raised by Kroger employees in Colorado, currently in labor negotiations with the supermarket chain. Consumer advocate Edgar Dworsky told CBS News that shoppers are legally entitled to pay the advertised sales price.
The problem doesn’t appear to be new. In Ohio, the attorney general’s office has received nearly 60 complaints about price tags and overcharging issues at Kroger since 2021, says CBS News.
Multiple class-action lawsuits alleging pricing errors have been filed against the company, with cases ongoing in California, Ohio, and Illinois.
Staffing reductions may contribute to the issue
The investigation pointed to potential staffing issues as a contributing factor.
Between 2019 and 2024, according to CBS News, the average number of employees at the Kroger-owned stores examined decreased by 10.3% (about 17 employees per store), while average weekly hours worked fell by 2.7 hours.
Investigators suggested there aren’t enough staff members to manage the tens of thousands of price tags in each store.
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Kroger denies allegations
Kroger has firmly disputed the investigation’s findings, calling the characterization of widespread pricing concerns false. A company spokesperson claimed the errors cited represented only a small fraction of its billions of annual customer transactions.
The grocery giant maintains to CBS News that its process for checking prices is robust, and it reviews millions of items weekly.
Kroger also denies any understaffing problem, stating that work hours and staffing have not been reduced.
How to protect yourself from overcharges
For shoppers concerned about potential overcharges, consider taking these protective steps:
- Pay close attention to sale dates on shelf tags
- Take photos of advertised prices on items you’re purchasing
- Check your receipt before leaving the store
- Ask for a price check if you suspect a discrepancy
- Report any issues to store management and, if necessary, your state’s consumer protection office
Kroger’s reputation at risk
This pricing controversy comes when many consumers remain sensitive to grocery costs, even as inflation has begun to ease. Meanwhile, according to its March earnings report, Kroger reported $3.8 billion in operating profit last year.
Retail analyst Neil Saunders noted to CBS News that Kroger risks creating a perception that it is intentionally ripping off shoppers, the last impression a grocery retailer wants to leave.
When trust feels shaky, it pays to double-check what you’re being charged at the grocery store and everywhere.
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