“We didn’t understand how Safeway was different from all the grocers ... and the decades-long relationship these customers have with the banner. Their grandparents had shopped it. Their parents had shopped it. They had shopped it."

Spot on. My wife's family in Sask shopped at Safeway for 2 generations. And stayed loyal despite a Walmart with groceries opening up. We were the same here in Brandon MB.

"Although Safeway lost sight of what was important to its customers, .... over the past several months ... reduced prices ..."

Loyalty to Safeway was never about price as there were always clearly cheaper options (Superstore/Loblaws well before Walmart, Co-op, IGA too before IGA snapped up by Sobeys). It was always about quality - better fresh produce, better fresh meat, high quality Safeway Select branded products - and service.

My wife and I recently tried Safeway again after a long absence. We see no reason to return. Our Sobeys have awful fresh produce & meat. Loblaws it is then!