DALLAS-FORT WORTH, Texas, March 5, 2014 /PRNewswire/ -- Kroger, the market share leader among traditional grocers in North Texas, has served the region since 1958. During this period, Kroger has evolved and expanded by monitoring consumer trends, and more importantly, continuously listening to customers and employees, and taking action. Kroger is committed to putting the customer first. Starting today, shoppers will find new lower prices on thousands of popular food and household items along with a renewed emphasis on shopping experience, fuel discounts, local products and community relations. "We're a strong brand and company but we've achieved that status because we're always looking for improvement opportunities. Kroger currently serves 662,000 households every week in the North Texas market with 86 locations and we continue to expand those numbers," says Bill Breetz, president of Kroger Southwest. "We know that price is important to every customer, and at times, can be a deciding factor where to shop. With our Refresh initiative, we're making a multi-million dollar investment to reduce prices across the store and reengaging our employees to offer highly-satisfied customer service." Through the new investment, Kroger has lowered prices on items customers purchase most frequently ranging from fruits and vegetables to grocery and household staples. National and private label brands are included in the widespread price reduction. Along with new lower prices, Kroger will continue to help shoppers maximize their savings by accepting valid print coupons, and digital coupons that are downloadable at Kroger.com and through the Kroger mobile app. Kroger also helps customers save by offering discounted pricing for 30- and 90-day generic drug prescriptions, providing a daily 25 percent discount on cosmetics, and giving a 10 percent wine discount when shoppers purchase six bottles or more. Kroger is a leader in fuel savings. Kroger allows customers to earn Fuel Reward points for every dollar they spend, excluding alcohol and tobacco products. Shoppers can quickly rack up points through everyday grocery, gift card and pharmacy purchases that are redeemable for savings up to $1 per gallon at Kroger Fuel Centers and 10 cents per gallon at participating Shell locations. Innovation always begins with the customer first. In response to customer feedback, Kroger has installed new technology that allows stores to deliver a faster checkout experience. With the new Refresh initiative, Kroger is recommitting to making customers' time a priority. To enhance the shopping experience, Kroger is striving to have more registers open, especially during peak shopping times, to keep shoppers' wait time to a minimum.