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It’s a relevant and intriguing story of how one employee at Kroger, Michael Kullen, wrote a 6 page letter to a Kroger VP, encouraging them to consider a different business model. He was not taken seriously, resigned from Kroger and opened his own grocery chain called King Kullen. It is considered Americas First Supermarket due to it having separate departments; self-service; discount pricing; chain marketing; and volume dealing. In 2007 King Kullen had revenues of $800 million and operates 32 stores in New York state.