Dominick's is lowering its prices on thousands of food items today in an effort to boost sagging sales as consumers flock to discount supermarkets like Wal-Mart.
Prices will be reduced chain wide in Chicago.According to ChicagoBusiness, prices will be reduced by 30 percent on thousands of items. With rival Jewell recently lowering prices, Dominick's was looking at a reduction in its 11 percent market share in Chicago compared with market leader Jewel's 39 percent.
According to a similar article in the Chicago Tribune, there could be a backlash with all these price cuts. Consumers may wonder if they've been paying too much all these years making them wonder if they should start shopping somewhere else.