“While American consumers continue to seek value in their weekly grocery shopping, value is defined differently for each and every shopper group and even individual shopper. One thing is consistent though, they are willing to take extra steps to get it, according to the new Food Marketing Institute (FMI) report, U.S. Grocery Shopper Trends, 2005… Shoppers identified three factors that would increase their trip frequency with the primary store: faster checkouts, quick-stop areas at the front of the store (with milk, bread and other staples) and friendly employees.”