Try telling that to Kroger. They do not require the Kroger plus card but without it you pay much more.Kroger ain't the only game in town. In Atlanta, where Kroger & Publix go head to head for top market share, Publix advertises that they DON'T require a card to get discounted prices.
Result? Kroger continues to lose market share to Publix here. Kroger's been the market leader for many years; Publix entered in the mid 90's. Publix is on track to become number one within the year.
I wish we had a publix here. We have Marsh (No better) and Safeway (Does not carry many items I use) so we need some more competition. Actually we need more international markets. I like to use clarified butter and use a lot of masala and tandoori spices. I love Mango Nectar as well but try buying those things at Kroger, marsh or Safeway.