On March 15, 2013, ZACKS upgraded Safeway to outperform following its large results in the fourth quarter of 2012.

"With three consecutive positive- earnings surprises and agreement among analysts, the stock also carries a ZACKS Rank #1," ZACKS reported.

ZACKS also reported, Safeway's fourth-quarter results exceeded their Consensus Estimate by a decent margin. "Earnings per share increased 58.2% over year to $.06, representing a solid double-digit beat over Zacks Consensus Eastimate, while revenues inched up 1.2% to $13.8 billion, edging past the respective Zacks Consensus Estimate," ZACKS reported.

ZACKS believes Safeway's "just for U" loyalty program could help increase sales for the grocery store. The just for U program offers consumers to save up to 20% more on top of their great Club Card prices. Just for U offers customers digital coupons, personalized deals, your club specials, and savings list.

The grocery store offers a few videos explaining to consumers what just for U offers them. In the first video, a shopper explains the digital coupons. "The coupon center, this is my personal stash of digital coupons, all the manufactures coupons, along with Safeway's coupons pulled together in one place, so no more wasted time pouring over Sunday coupons." She adds, "You'll never forget to bring your coupons to the store because with just for U, you add them to your club card."

The second video is called Personalized Deals. The woman in the video says, "Personalized deals are offers that are personalized based on your purchasing history. They are savings you won't find anywhere else."

The third video is called Your Club Specials. "Your club specials is every item that is currently on sale, that is most important to you, based on what you bought." She adds, "I know as soon as I walk in the door what is one sale and what is not, I go in and get out."

The fourth video is called Savings List. "All the coupons and personalized deals I added to my club card, are automatically added to my savings list." She adds, "You print it out and it is an easy way for you to remember all your savings."

The new program seems very consumer friendly.