Qfc Won't Go Discount, Fred Meyer Won't Become Upscale

Gina Mousseau of Redmond and Joan Rasken of Madrona have opposite shopping habits.

Mousseau's family is on a tight schedule and budget. When it comes to buying groceries, clothing and toys, she's looking for low prices and convenience. Once a week, she goes to Fred Meyer in Bellevue for one-stop shopping.

"I don't have to go all over town," Mousseau said. "Since it's all under one roof, it makes it easy."

Rasken, on the other hand, buys fresh vegetables and gourmet items at the University Village QFC. (She buys other groceries at a neighborhood Puget Consumers Co-op.)

Just as Mousseau and Rasken have different shopping habits and needs, Fred Meyer and QFC have strikingly different images and marketing strategies. When it comes to prices, the stores are as different as Budweiser and Pyramid Ale, Nordstrom and Kmart.

"How can I say this without sounding like a snob?" Rasken pondered while sipping lattes with a friend in front of the cozy fireplace inside University Village's QFC superstore. "QFC is classy. Fred Meyer is not."

But "class" takes a back seat when it comes to grocery shopping, Fred Meyer customers such as Mousseau say.

Both stores carry natural and bulk foods. Both have large selections of produce and meat. Both have loyal customers, said Marc Evanger, senior vice president for QFC. However, the shoppers rarely cross over to the other store.

Service and selection mean higher prices - both of which can be found at the U Village QFC. The aroma of warm cinnamon rolls and espresso fill the air in the front of the store. There's also a bagel shop, gourmet sorbet stand and sushi bar.

The coffee aisle has four brands of roasted whole beans to grind. Organic and gourmet produce are set apart from other fruits and vegetables, and if you need help finding the correct seaweed energy pill, there's an information booth in the vitamin aisle.

After your cashier says "Have a nice day," an employee will tote your groceries to your car in paper bags - with handles. And if you can't make it to the store to shop, don't forget, QFC has home delivery.

People go to Fred Meyer for its "everyday low prices," said Evanger of QFC. Customers can get econo-sized bags of potato chips, family-sized packages of hamburger and store-brand soda pop for lower prices. There are discount bins in the store, marked down for items such as Halloween candy, and meat that's close to its pull-date.

Fred Meyer also has a large variety of nonfood goods. In addition to the beauty salon, optical store and jewelry shop, it sells toys, clothes and household items.

Officials from both companies say the merger will not change either of the chains. Customers have said they don't want QFC to go discount, or Fred Meyer to become upscale.

"Clearly we do not want to take anything from our customers," Evanger said. Both companies have worked hard to build a reputation that keeps their customers and both are compatible, he said.

Lisa Pemberton-Butler's phone message number is 206-464-2342. Her e-mail address is: lpem-new@seatimes.com