Given its limited buying power, Safeway has had to find new ways of staying in the highly competitive game of food retailing.
Pick a motorway, any motorway. Drive on it for any length of time, and the chances are you'll pass a couple of lorries sporting the logos and claims of two well-known supermarket giants. Should they belong to Tesco and Safeway, the former may well read, 'Why pay more?'; the latter, 'Lightening the load'.