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The Kroger Co. said on Friday that over the next two years, it will invest $150 million in North Texas to build five new Marketplace stores and to expand three locations, along with opening multiple fuel centers and remodeling existing properties.

The move comes as the Dallas market attracts new players and investment, in part prompting the doubling down by market leader Kroger. "Dallas is a market that continues to attract new residents and retailers because of its economic strength and stability," says Bill Breetz, president of Kroger Southwest.

The Cincinnati Enquirer writes that "Kroger says it’s already one of the top two grocers in the Dallas-Fort Worth market, but the blitz is clearly aimed at moving more aggressively … Top competitors in Dallas-Fort Worth are Wal-Mart and Tom Thumb."
KC's View:
It only is going to get more competitive in Dallas, especially with WinCo opening stores there for the first time. And it still is a market that HEB has to look at see opportunity. And so it makes sense for Kroger to launch a pre-emptive strike.