DUBLIN, Calif. — Safeway is inviting customers, associates and community members to celebrate a major milestone as the grocery retailer commemorates 100 years of serving Northern California with a special public event on Nov. 5 at its Dublin, California, store.
The community celebration will take place from noon to 2 p.m. at Safeway, 4440 Tassajara Road, and will feature food sampling, giveaways, live performances, community engagement activities and the presentation of two new 2026 Toyota RAV4 vehicles to sweepstakes winners. More than 55,000 entries were received for the anniversary promotion, with winners selected by an independent third-party sweepstakes administrator.
“This milestone is really a celebration of our customers, our associates and the communities that have been part of Safeway’s story for generations,” said Kelly Mullin, regional president for marketing and merchandising, California Region. “For 100 years, Safeway stores have been places where neighbors connect and families come together around food. We’re incredibly proud of that history and even more excited about what’s ahead.”
The event will include appearances by Safeway’s new Northern California mascot, Scoot, as well as performances by the Amador Valley and Emerald High School cheer squads and the Emerald High School band. Attendees also will have the opportunity to meet Safeway leaders and local community officials.
Additional activities include food samples throughout the store and a chance for shoppers to win a free bag of groceries through the Safeway Spin Wheel promotion. The two Toyota RAV4 vehicles, purchased from Dublin Toyota, will be awarded during a special ceremony scheduled for 1:30 p.m.
Honoring a Century of Service
Safeway’s roots in Northern California date back to 1926, when the merger of Skaggs United and Sam Seelig Stores led Northern California locations to operate under the Safeway banner. Over the decades, the company has introduced innovations including its Lucerne private-label brand, direct produce sourcing, nutrition labeling, modern checkout systems and home delivery services.
As part of its centennial celebration, Safeway is highlighting its long-standing commitment to local communities. Earlier this year, the Safeway Foundation donated $25,000 each to four of Northern California’s oldest hunger-relief organizations. During the Dublin event, the company also will present a $5,000 donation to a local nonprofit focused on addressing food insecurity.
Today, Safeway operates 283 stores and employs more than 34,400 associates across Northern California, Hawaii and Northern Nevada. In 2025, the company’s Northern California division donated more than $55 million in food and financial support to charitable organizations throughout the region.
Event Details
What: Safeway 100th Anniversary Community Celebration
When: Thursday, Nov. 5, noon to 2 p.m. (vehicle presentation at 1:30 p.m.)
Where: Safeway, 4440 Tassajara Road, Dublin, Calif.
Who: Open to the public
Highlights: Food sampling, giveaways, live entertainment, mascot appearances and the presentation of two 2026 Toyota RAV4 vehicles to previously selected drawing winners.
