Vivek Sankaran
Analyst · Bank of America
Thank you, Melissa. Good morning, everyone, and thanks for joining us today. As you all know, Albertsons Companies went public just over a month ago, and I'm very pleased to welcome the equity investment community to this call. This is an important new chapter for us. So before we discuss our strong Q1 results, I'd like to first share some brief comments about our journey, especially for those on the call who may not be as familiar with the Albertsons story.
Following the successful completion of the Safeway integration in 2019, we began the next phase of our transformation. We studied the competitive environment and secular trends and formulated a clear strategy that enhances our focus on the customer, leverages our strength as a leader in attractive markets and further strengthens our capabilities to efficiently meet the changing needs and preferences of our customers by modernizing all aspects of our company.
We sought out and put the best talent from inside and outside the company into pivotal positions and pushed ourselves to set new expectations that better reflect the full sustainable growth and earnings power of this business. Our results in 2019 was solid, with steady improvement in performance with each successive quarter. We were primed for even stronger performance in 2020. And while no one expected the impact of COVID-19, we moved swiftly to adapt our business in response. Our stores remain the foundation of our business. When combined with our growing suite of digital and eCommerce offerings and loyalty programs, we are well positioned to respond quickly and effectively to changing consumer behaviors.
Let me now turn to our priorities in this new chapter, along with some key highlights from the quarter and disciplined actions we have taken to navigate the pandemic over the past few months.
Our strategy is predicated on leveraging our operational expertise as well as building deep and lasting relationships with customers that result in long-term growth and lifetime value. We celebrate local ownership in how we run our stores and support them with our national scale, which we believe makes us unique. In fact, everyone at Albertsons is guided by a common goal: to be locally great and nationally strong.
I'm pleased to report that we had a record quarter by all measures, with 26.5% identical sales growth that drove adjusted EBITDA of $1.7 billion. This represents an increase in adjusted EBITDA of over 90% versus the same period last year and flow-through of approximately 20% on incremental sales.
Our performance is the direct result of the steadfast commitment of all our associates to serve customers and support our communities through the challenges they have endured over the last few months and support each other in these very difficult and uncertain times. I'm so proud of them and thank them for all they do.
I'm also pleased to note that we gained market share across our footprint and did even better in markets where we are not the market share leader. We are very focused on retaining our new customers and retaining the incremental spend of our current customers.
Our rapidly growing loyalty program is a key enabler that will allow us to increase retention of customers. In addition to our efforts to enhance our in-store execution, breadth of offerings and omnichannel capabilities, which I will touch on in a moment, we offer fuel rewards, grocery rewards and hundreds of millions of personalized deals to our customers.
We have expanded our pool of loyal customers, broadened their engagement with us and retained their business. For example, in Q1, we saw a 27% increase in the number of households that signed up for our loyalty program to 22.5 million driven by the expansion of the program in key geographies. The number of members in our program who redeemed digital deals and coupons was also up 32% year-on-year, with the average weekly spend being 2x that of customers that are not engaged in the digital deals and coupons.
Members who redeem rewards drive an average weekly spend 3.8x that of customers that are not engaged in rewards. Sales from households that are redeeming in our loyalty program, just for U, digital deals, coupons and rewards, are up 28% versus their spend last year.
Our retention rates were the highest in years among our loyal households during Q1, with over 40% of our existing shoppers moving up the loyalty ladder as customers were rewarded with more personalized deals and expanded the number of categories they shop with us. Going forward, we are focused on expanding our enrollment in geographies that have historically not had it and working towards strengthening engagement in geographies with high enrollment.
Overall, the customer is at the center of everything we do. And picking the right priorities and putting resources and energy behind them will help us deliver value both for our customers and our stockholders.
You've heard us talk about a framework that revolves around a few key themes: growth, productivity, technology, talent and culture. With that in mind, I wanted to spend the next few minutes providing insight into our strategic priorities within that framework.
Our first strategic priority is driving growth through in-store excellence across our fleet of stores throughout the country. We fulfill this commitment in several different ways. So let me share a few examples.
We are providing a compelling breadth of services and assortment, especially through our fresh offerings, which has proven to be very important as customers eat more at home, which is driving sales. Over the years, we have invested in relationships with farmers on a global, national and local basis and in our broader supply chain to give our customers the best quality and availability of fresh food.
Those investments are paying off as we saw our fresh market share increase, with meat driving the highest sales and share gains in Q1. Part of this increase was also driven by promotions for Memorial Day when we featured some grilling items to support holiday weekend needs such as signature farms, pork back ribs as well as sausages and hot dogs that achieved record sales.
We have constantly focused on innovation and continuing to grow our Own Brands portfolio, which is another advantage for us. This portfolio includes 9 brands, over 12,000 products and was a $13 billion business in 2019, growing faster than our branded business and on average, contributes 1,000 basis point advantage in gross margin versus national brands.
Own Brands have been growing steadily as a proportion of our overall sales in recent years, and we intend to increase Own Brands penetration from 25.4% in 2019 to 30% in the next few years. During the pandemic, our Own Brands continue to be a source of growth.
O Organics and Open Nature grew faster than our overall business with 31% and 28% growth, respectively. In Q1, we introduced over 400 new items in our Own Brands portfolio. This includes many exciting additions to our ice cream lines in both traditional and nondairy, plant-based options such as Signature SELECT cinnamon churro ice cream and Open Nature oat nondairy blueberry oatmeal crumble.
We are seeing growing interest from our customers in plant-based offerings. So we're focused on expanding our efforts in this area as we look to accommodate all lifestyle needs and customer preferences.
We also continue to invest in our stores, completing 46 store remodels during Q1, which are a proven driver of ID sales.
Our second strategic priority is supercharging our digital and eCommerce offerings. As we began transforming the business last year, we prioritized eCommerce as an area for improvement and have allocated a lot of resources and attention to doing so. We brought new leaders and fresh thinking into the company, significantly stepped up our digital investments to enhance our customer experience, formulated an omnichannel strategy that leverages our stores' central locations in communities offering Drive Up and Go and delivery and piloted micro fulfillment centers to enhance productivity. We are seeing the benefits of our investments.
During Q1, we saw a significant step change in our eCommerce business, with an increase of 276% in digital sales compared to the first quarter last year. Growth was driven by accelerated expansion of our Drive Up and Go, or DUG, curbside service, which is now available in 731 stores, up from 600 at the beginning of the fiscal year, a testament to how quickly the team was able to adapt and execute. We also now have our own delivery offerings in nearly 65% of our stores as well as third-party delivery, which, in total, covers over 90% of our stores.
We see significant growth potential in eCommerce and plan to expand our DUG offerings to nearly 1,400 stores by the end of this fiscal year, on our way to achieve our target of 1,600-plus stores within 2 years.
While the trend towards omnichannel is already occurring, the pandemic has dramatically accelerated this trend. And we have positioned ourselves to support our customers with the solutions they want and need right now.
We're committed to supporting this expansion with the full resources of our organization. As we approach this work, we are balancing the need to expand our capability quickly with the knowledge that we have to provide an exceptional experience every time for our customers. It is the only way to build on the strength of our great stores and keep the customers who are testing our new capabilities. This requires us to move deliberately and also prioritize building a profitable and scalable omnichannel model for the long term.
I'm certain that we will expand our capabilities to the vast majority of our stores over time, but we will do so in a way that does not compromise our competitive differentiators or our business model.
Going forward, we will continue to build on and refine our capabilities and invest in the digital and physical experience of our customers, including experimenting with new delivery assets while implementing new technologies to drive productivity and working with our partners to streamline the omnichannel supply chain.
Our third strategic priority is driving productivity. We're intensely focused on delivering operational efficiencies to help offset cost inflation and fuel reinvestment in the business. This includes leveraging the national scale of our organization to maximize efficiencies in our supply chain and drive operational leverage.
While we sustained momentum on initiatives such as strategic sourcing, we took a brief pause in the first half of the quarter on others, especially those that require travel and contact between associates. However, we reactivated these efforts towards the end of the quarter and expect them to be a benefit going forward.
Furthermore, a crucial enabler of our productivity initiatives is our focus on technology and automation. In the first quarter, we accelerated our technology agenda to scale our eCommerce business, transition many of our teams to work from home and monetize our technology stack to drive enhancements for our customers, store operations, merchandising and supply chain. We're pleased with the progress we've made in modernizing the data and technology platforms, leveraging the public cloud, software-defined network and upgrading core applications to be more agile, scalable and secure.
We're also making good progress on ramping up automation in our stores, including the deployment of self-checkout as well as our automated forecast and replenishment system, FAR, and VisionPro, our production planning tool. Both use AI to manage our in-stock position and reduce our shrink. To give you an example, we launched VisionPro company-wide in produce and have seen reductions in shrink of over 40 bps, basis points.
Our FAR automated replenishment system has helped us reduce excess inventory in one of our divisions by over 7 pallets per store, and we are experiencing similar results as it launches company-wide. We've also leveraged technology to deliver training for these great tools virtually and creating a safer environment while also reducing the cost of travel.
We believe these productivity initiatives will drive tangible improvements in customer satisfaction and will be a key driver in increasing customer loyalty, a key differentiator for us as I mentioned earlier. We are confident that we will achieve our $1 billion of productivity over the next 3 years.
Our fourth strategic priority is to build on the unique culture that we have created, which marries our local focus with the advantages of our national scale. This is a critical differentiator for us as deep knowledge of the local needs of our customers helps us remain relevant and build loyalty, maximizing the lifetime value of the relationship we have with each and every one of our customers.
This approach is proving itself to be more important in this time of heightened need, where our teams are working tirelessly to ensure the safety and well-being of our people and our customers while supporting the communities in which we operate. In support of this priority, this quarter, we spent nearly $300 million in appreciation pay and extended sick pay for associates, including a final lump sum reward payment to our teams totaling nearly $40 million at the end of the quarter.
We implemented safety measures, including plexiglass barriers in every check lane and enhanced health screenings for all of our teams to help ensure our associates, customers and communities were afforded a safe, secure shopping experience. We also recently announced that we now require customers across all of our locations to wear face coverings when shopping for the protection of our customers and associates. We contributed $53 million in cash towards COVID-19-related hunger relief and another $5 million to support social justice.
To further strengthen our culture, we are also continuing to build out our team and have made several key hires over the past few months. Our formal General Counsel, Bob Gordon, retired in mid-June, and Juliette Pryor was named Executive Vice President and General Counsel. She joins us from Cox Enterprises where she served as General Counsel and Corporate Secretary. Prior to that, she was at U.S. Foods where she served as General Counsel and Chief Compliance Officer, among other roles, over time. I thank Bob for his service and welcome Juliette to the company and the team.
At the same time, we hired more than 80,000 associates to date since the pandemic began to support the surge in demand in eCommerce, our stores and our DCs.
As we look forward, we remain focused on balancing the opportunity we have to leverage our national scale for efficiencies without compromising our commitment to empower store-level decision-makers to take care of the unique needs of our customers across the markets where we do business. This will further align the interest of those who directly manage our customer relationships on a daily basis with our commitment to creating value for all our stakeholders, including our stockholders.
I'll come back with some closing thoughts in a few minutes, but now I will turn the call over to Bob to cover our first quarter results. Bob?