W. McMullen
Analyst · Deutsche Bank
Thank you, Cindy. Good morning, everyone, and thank you for joining us today. With me to review Kroger's second quarter 2015 results is Mike Schlotman, Executive Vice President and Chief Financial Officer. And the next time you see Mike, please congratulate him on his well-deserved and well-earned promotion.
We are pleased with our second quarter results. Our 5.3% identical supermarket sales growth, without fuel, allowed us to continue investing in our business and delivering on our aggressive growth plan. Strong fuel margins toward the end of the quarter allowed us to deliver results that exceeded our original expectations.
During the second quarter, we achieved our 47th consecutive quarter of positive identical supermarket sales growth. We exceeded our goal to slightly expand FIFO operating margin, without fuel, on a rolling 4-quarter basis. We kept costs down, which, together with identical supermarket sales growth, allowed Kroger to leverage operating expenses at a rate of sales. And we continue to grow market share by improving our connection with customers, which fuels both our top and bottom lines and enables strategic Customer 1st investments. These consistently remarkable financial results are possible quarter after quarter because our business is built on the belief that serving customers is serving shareholders.
Based on the strength of our second quarter results, we are raising our net earnings per diluted share and identical supermarket sales growth guidance for the year. While customers continue to feel optimistic about the economy throughout the second quarter, they also continue to tell us they want to spend less. More and more, they want retailers to help them save money with sales and coupons. We are well positioned with our everyday low prices and our weekly sales and digital offers to solve this for our customers.
As you know, the food retail business is in a constant state of change. Part of what makes our Customer 1st Strategy so powerful is it provides Kroger a firm foundation from which to approach new opportunities in the right way to benefit our customers, associates and shareholders.
While there are many examples where our business is rapidly evolving, I'd like to highlight 3 key areas of innovation and investment today: technology, food and people, and how the steps we are taking in each of these areas are broadening our competitive advantage for the future.
We are actively expanding our use of technology in ways we believe will make a difference for customers and associates. This summer, we expanded our online ordering pilot in Cincinnati to 3 additional divisions. We are now offering our "order online, pick up at the store" solution in select Kroger stores in Louisville and Indianapolis and Fred Meyer stores in the Portland area. This is, of course, in addition to the Harris Teeter's successful Express Lane service.
When you think about digital opportunities, we do not limit our focus to e-commerce. Digital for Kroger includes a broad range of efforts to interact with customers in increasingly relevant and meaningful ways, whether online or through our mobile app. A key metric is our measure of digital and household engagement, and during the second quarter, we continued to gain household engagement at record numbers.
Our Kroger technology team continues to earn recognition for leading-edge initiatives to establish the Internet of Things in our stores. Earlier this summer, Kroger's electronic temperature monitoring project was named a winner of the CIO 100 Award by CIO Magazine. And as we shared with you in June, the talented team at 84.51° is helping us grow and evolve even faster due to their closer daily involvement in our business. 84.51°'s specialty, helping us make data-driven decisions that truly put the customer first, is a significant competitive advantage for Kroger.
Our multitiered Corporate Brands portfolio has always been a powerful differentiator for Kroger. Simple Truth continues to see explosive growth. Private Selection remains a vibrant, billion-dollar brand that is growing in the double digits and developing unique offerings in many categories.
I'm pleased to share with you that later this month, we will launch an entirely new brand called HemisFares. HemisFares brings only the best food finds from around the globe to our food-curious customers for an amazing authentic eating experience. It's a guided tour of the best tastes on the earth. Imagine landing in a country known for its incredible food and experiencing the finest examples of its region's most famous and delectable eats. Every HemisFares product is curated from the source and imported directly to our stores. The most exciting part is that no one else has a brand like this. HemisFares is a great example of what makes our Corporate Brands unique, and we think it will appeal to millennials, foodies and, ultimately, all cuffs of our customers. And by the way, I've tried a lot of the products, and it's outstanding. It's not just great. And I think you're going to love it when you get a chance to try it.
Our reputation for consistently -- consistent execution rests squarely on the shoulders of our 400,000 associates who make it all happen in our stores, distribution centers, manufacturing facilities and offices. Our workforce is expanding rapidly to support our growth strategy. Last year, we created 25,000 new jobs, and right now, we are hiring to fill an estimated 20,000 new and permanent positions in our stores. We are looking for people who want to be part of a team, take pride in everything they do and want to grow with us.
One important and untapped resource for new associates is our country's military veterans. Since 2009, more than 29,000 veterans have joined our ranks, and hundreds of current associates continue to actively serve in the military. Over the past several years, Kroger has formalized our military hiring initiatives. We joined the 100,000 Jobs Mission, a coalition of companies with the common goal of hiring transitioning service members and military veterans, and we have increased our presence at military recruiting events.
Next week, we are hosting our first ever Honoring Our Heroes hiring event, during which we will hold open interviews at every one of our supermarket locations on Tuesday, September 15, for all veterans and their family members.
The fact that nearly 70% of our store managers started out as hourly associates or stocking shelves or bagging groceries speaks to Kroger's opportunity culture, which, we believe, is a differentiator for us today and will continue to be so in the future.
Before I turn it over to Mike, I'd like to comment on our announcement yesterday of a new organizational structure for our senior leadership team. We take a team approach to leadership, and this new structure is designed to better align resources to our company's goals. It also streamlines decision-making and accelerates progress on our growth strategy.
As I said in our announcement yesterday, Kroger is incredibly fortunate to have such an exceptional strong group of leaders across our company, and our senior leadership team has unmatched depth and experience to continue delivering for our customers, associates and shareholders.
Now Mike Schlotman will offer more detail on Kroger's second quarter results, provide you an update on labor relations and update our guidance for 2015. Mike?