business consultant, "Dominick’s focused on purchasing produce and meat on quality first, price second. Safeway did just the opposite." Dominick's lost market share and profits following the Safeway takeover. Safeway tried to imitate the model that had been successful in California, but Chicago's strong ethnic background did not mesh well with the California shopping experience. Between 2002 and 2007, Dominick's market share in the Chicago region declined from 24.4 percent to 14.5 percent (Jewel-Osco's 40.5 percent was the market's leader). Safeway unsuccessfully attempted to sell the Dominick's chain in 2003. Safeway then reported Dominick's financial information as a discontinued operation, but later, Safeway announced that it was retaining the chain. After closing more than 20 stores since its acquisition, Safeway announced in February 2007 that it would close another 14 stores in the Chicago area and convert 20 existing stores to the lifestyle format. After these store closings, Dominick's operated in 83 locations until they were closed on December 28, 2013. Omni Superstore In 1987, the chain opened Omni Superstore locations, which were "warehouse-style" supermarkets to stave off Cub Foods supermarkets. Besides traditional food items, these stores featured non-food items, movie rental stores, and bulk items. The stores' design was stark in comparison to Dominick's and featured cost-cutting techniques. These stores began to lose money due to lack of loss prevention and throwaway inventorying. Around 1996 then-owner Yucaipa decided to convert them to the Dominick's "Fresh Store" concept. Omni Superstores were converted to Dominick's Stores in 1997. After Dominick's was acquired by Safeway, some locations were closed. The Clybourn Avenue Dominick's in Chicago was the only remaining Omni Superstore building which was occupied by Dominick's until the store closed on December 28, 2013. Brands Dominick's had their store brand of Heritage House. After being acquired by Safeway, Dominick's private-label brands varied between those branded for Safeway (such as "Safeway Select" and "O Organics") and ones branded for Dominick's. Lifestyle branding On April 18, 2005, Safeway, Dominick's parent company, began a $100 million brand re-positioning campaign labeled "Ingredients for Life". Although the campaign was used in the Chicago area, the "Ingredients for Life" slogan was still positioned with the store's logo as in Safeway's other divisions (i.e. at the end of commercials and on billboards Dominick's logo was flashed combined with the slogan). Under this campaign many Dominick's were remodeled to the new format. Lifestyle stores featured more upscale trends than