Hy-Vee

What Hy-Vee does

Hy-Vee is an employee-owned supermarket retailer headquartered in West Des Moines, Iowa, operating more than 290 retail grocery stores across nine U.S. states (Illinois, Iowa, Kansas, Minnesota, Missouri, Nebraska, South Dakota, Wisconsin, and Indiana after the 2024 acquisition of Strack & Van Til). It serves Midwest consumers through full-format grocery stores, the Dollar Fresh Market discount banner, Hy-Vee Fast & Fresh convenience/fuel locations, and the Aisles Online e-commerce platform with pickup and delivery. The company supports 40,000+ employees, with ownership distributed across officers, store directors, executive staff, and 401(k) plan participants.

Its core offering is a one-stop grocery and fresh-foods assortment enriched by pharmacy services (Amber Specialty Pharmacy and Vivid Clear Rx PBM subsidiaries, plus RedBox Rx), prepared foods (Market Grille restaurants and Meals To Go), catering, bakery, floral, and an in-house fuel convenience network. Adjacent services include Midwest Heritage financial services and FDI floral distribution, while the underlying technology stack features an AI-driven RELEX Solutions forecasting and replenishment platform deployed across the store base to reduce fresh-department waste and improve ordering. Customer-facing technology includes the Hy-Vee PERKS loyalty program, the paid PERKS Plus tier, and mobile apps for shopping, refills, and couponing.

Hy-Vee's business model combines traditional grocery and pharmacy transaction revenue with multiple adjacent monetization layers: private label brands (Mia Italian, We All Scream, Hy-Vee Fresh Steam), a developing retail media network (RedMedia), employer-direct healthcare partnerships (GoodRx, Oscar Health), and fuel discounts accepted across 2,600+ partner stations. Distribution runs through company-operated stores and digital channels rather than wholesale, with an M&A-led geographic expansion strategy that is moving operations into adjacent states such as Kentucky, Tennessee, and Alabama.

Name

Hy-Vee

Legal name

Hy-Vee, Inc.

Website

https://www.hy-vee.com

Company type

Private

Founded year

1930

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Hy-Vee is an employee-owned Midwestern supermarket retailer operating more than 290 stores across nine states, serving consumers with groceries, pharmacy, prepared foods, fuel, online ordering, and employer-direct health partnerships.

Ownership category

akta.pro rank

Product category

Grocery Retail

NAICS

Supermarkets and Other Grocery Retailers (except Convenience Retailers) (44511), Grocery and Convenience Retailers (4451), Convenience Retailers (445131), Limited-Service Restaurants (722513)

SIC

Retail-Grocery Stores (5411), Retail-Food Stores (5400), Retail-Convenience Stores (5412)

akta.pro primary industry

Hot Hold & Ready-to-Eat Meals (Rotisserie, Hot Bar, Entrées) (CRAHAKAB)

akta.pro secondary industries

Freshly Made Grab-and-Go (Sandwiches, Wraps, Salads) (CRAHAKAA), Breakfast-to-Go (Breakfast Sandwiches, Parfaits, Oatmeal) (CRAHAKAG), Delis & Sandwich Specialty Stores (CRAHAGAF)

Keywords

• Grocery retail
• Online grocery ordering
• Loyalty rewards program
• Pharmacy services
• Prepared foods catering

Headquarters

HQ city

West Des Moines

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Retail Grocery Sales: Core revenue from retail sales of groceries, fresh foods, prepared foods, deli items, bakery, meat and seafood across 290+ physical stores and online ordering platforms.
2. Pharmacy Services: Pharmacy services including prescription fulfillment, RedBox Rx for online prescription refills, and health-related retail products.
3. Fuel/Gas Sales: Fuel sales through Hy-Vee Fast & Fresh locations and acceptance of Hy-Vee PERKS at over 2,600 fuel stations including Casey's, Shell, and Sinclair stations.
4. Catering and Prepared Foods: Custom catering services, meals to go, and restaurant-style prepared foods including Market Grille restaurants within stores.
5. Retail Media Network: RedMedia retail media advertising network enabling brands to advertise to Hy-Vee shoppers through in-store and digital channels.
6. Private Label Products: Hy-Vee brand private label products across grocery, frozen, dairy, and other categories including Mia Italian pizza, We All Scream ice cream, and Hy-Vee Fresh Steam vegetables.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels7 records

Core offering

Hy-Vee is an employee-owned supermarket chain operating 290+ retail stores across the U.S. Midwest, selling groceries, fresh produce, meat, seafood, bakery, deli, and prepared foods. Core offerings include in-store grocery shopping, online ordering via Aisles Online with pickup and delivery, in-store pharmacy services, fuel/convenience stores (Fast & Fresh), in-store dining (Market Grille), custom catering, floral, and bakery services, plus private label brands such as Mia Italian, We All Scream, and Hy-Vee Fresh Steam.

Product overview

Hy-Vee is an employee-owned Midwest grocery retailer operating more than 560 stores across nine states (Illinois, Iowa, Kansas, Minnesota, Missouri, Nebraska, South Dakota, Wisconsin, and newly added Indiana). The company's product portfolio centers on its core grocery retail operations through Hy-Vee Aisles Online (e-commerce platform for online ordering with pickup and delivery), supported by the Hy-Vee PERKS loyalty program (free tier with fuel saver rewards and digital coupons) and its premium PERKS Plus subscription. The portfolio includes physical store formats (Hy-Vee Fast & Fresh gas station convenience stores and Dollar Fresh Market discount format), in-store restaurant services (Market Grille and Meals To Go prepared food service), and custom services (Bakery & Cakes, Floral, and Catering). The company offers private label brands including Mia Italian (prepared foods), Hy-Vee Fresh Steam (frozen vegetables), and We All Scream (ice cream). Hy-Vee also operates retail media advertising through RedMedia and provides employer health insurance products via Oscar Health partnership. The company maintains seven subsidiaries: Amber Specialty Pharmacy, D&D Foods, PDI (perishables distribution), Vivid Clear Rx (pharmacy benefits management), Midwest Heritage (financial services), and FDI (floral distribution). The company has deployed RELEX Solutions AI technology for demand forecasting and automated replenishment across its store network.

Differentiator

Problem solved

Functional benefit

Brands

• Hy-Vee Homegrown: Local produce program working directly with Midwest farmers
• Hy-Vee PERKS
• Hy-Vee PERKS Plus
• Hy-Vee Aisles Online
• Hy-Vee Market Grille
• Mia Italian
• Hy-Vee We All Scream
• RedMedia

Products and services

• Hy-Vee Aisles Online Online grocery shopping platform enabling customers to browse, order, and purchase groceries for pickup or delivery through the Hy-Vee website and mobile app.
• Hy-Vee PERKS Free loyalty rewards program offering exclusive member prices, digital coupons, fuel saver rewards redeemable at gas stations, and automatic savings application at checkout.
• Hy-Vee PERKS Plus Paid membership tier offering enhanced fuel saver rewards, exclusive discounts, and additional perks beyond the base Hy-Vee PERKS program.
• Hy-Vee Fast & Fresh Convenience-focused format with fuel, prepared foods, and grocery items, located in eight Midwestern states (IL, IA, KS, MN, MO, NE, SD, WI).
• Dollar Fresh Market Discount grocery format operated as a division of Hy-Vee, offering quality, convenience and outstanding value at more than 20 store locations.
• Hy-Vee Market Grille In-store restaurant offering prepared meals including breakfast and lunch, with options like the Good Start breakfast plate and Country Sampler, open daily 6 a.m. to 2 p.m.
• Hy-Vee RedMedia Retail media advertising network enabling brands to reach Hy-Vee customers through targeted in-store and digital advertising placements.
• Hy-Vee Meals To Go Ready-to-eat meal ordering service for pickup or delivery, offering prepared dishes and meal solutions for convenience.
• Hy-Vee Custom Bakery and Cakes Made-to-order bakery items including custom cakes, cupcakes, cookies, and pastries prepared in-store.
• Hy-Vee Custom Flowers Made-to-order floral arrangements, plants, and balloons for occasions and gifting.
• Hy-Vee Custom Catering Made-to-order catering trays, platters, and meals for events and gatherings.
• Amber Specialty Pharmacy Specialty pharmacy subsidiary providing specialized pharmaceutical care with over 20 years of industry experience.
• D&D Foods Manufacturing facility subsidiary producing Hy-Vee private label soups, chicken grillers, brats, and value-added meat products.
• PDI (Perishables Distributors Inc.) Perishables distribution subsidiary supplying meat, fish, and seafood products to Hy-Vee's over 290 retail stores.
• Vivid Clear Rx Pharmacy benefits manager subsidiary offering pharmacy experience, insights, and relationships for employer health plans.
• Midwest Heritage Financial services subsidiary providing banking, investing, and insurance services.
• FDI (Florist Distribution Inc.) Florist distribution subsidiary supplying flowers, plants, gift baskets, and floral supplies to Hy-Vee stores.
• Hy-Vee Employer Health Plan (Oscar Health partnership) Fixed-price employer health insurance plan offered in partnership with Oscar Health, providing comprehensive healthcare services to workers in the Des Moines, Iowa area, targeting approximately 400,000 workers.
• GoodRx Employer Direct at Hy-Vee Employer-subsidized prescription pricing program at Hy-Vee pharmacy counters, allowing employers to subsidize discounted cash prices for brand medications (initial focus on GLP-1 medications) directly at the pharmacy counter without modifying core health plans.

Quantifiable outcome

• Reduced food waste through AI-driven fresh food forecasting and automated replenishment
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature1 record

Partnerships

Six partnerships are on record, tiered core, minor and flagship.

• RELEX SolutionscoreTechnology or Integration · 5 May 2026Hy-Vee partnered with RELEX Solutions to deploy AI-driven unified planning technology across its more than 560 stores in nine states. The platform improves demand forecasting and automates replenishment with particular focus on fresh departments to reduce food waste and enhance ordering efficiency.
• Variety – the Children's Charity of IowaminorOthers · 10 March 2026Hy-Vee customers raised $370,130 during February 2026 through Round Up campaign at checkout to benefit Variety – the Children's Charity of Iowa. Since 1983, Hy-Vee has contributed more than $21 million to Variety's mission supporting children with special needs and underserved youth.
• GoodRxflagshipStrategic or Co-development Partner · 24 February 2026Hy-Vee is the first employer partner to implement GoodRx Employer Direct model, launching at the start of 2026 with initial focus on GLP-1 medications. The program enables employers to subsidize discounted cash prices for brand medications directly at the pharmacy counter.
• Biocare NutritionminorChannel Partner/ Reseller/ Distributor · 17 December 2025Biocare Nutrition launched its targeted nutritional products designed for GLP-1 medication users at select Hy-Vee locations across the Midwest. The products aim to support digestive health, energy, and maintain lean muscle for GLP-1 therapy users.
• Dentsu/iProspectcoreGTM or Marketing Partner · 16 October 2025Hy-Vee appointed Dentsu's iProspect as its media planning and buying agency of record, overseeing enterprise media and supporting the launch of its RedMedia retail media advertising network. The partnership utilizes iProspect's data-driven approach and Merkury identity data to optimize media performance.
• Oscar HealthcoreStrategic or Co-development Partner · 15 August 2025Hy-Vee partnered with Oscar Health to launch a fixed-price employer health insurance plan in Des Moines, Iowa starting in 2025. The plan aims to reduce costs for businesses and offer comprehensive healthcare services to approximately 400,000 workers in the area.

Scale indicators10 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Costco: Membership warehouse club offering grocery, fresh foods, pharmacy, and fuel with a strong private label (Kirkland). Competes for value-oriented grocery basket share across Midwest markets.
• Walmart: Largest U.S. retailer operating supercenters that combine grocery with general merchandise, plus pickup/delivery and Walmart Connect retail media. Competes with Hy-Vee on price, assortment, and convenience across all Midwest markets.
• Target: General merchandise retailer with a significant grocery, fresh, and pickup/delivery offering plus Target Circle 360 membership. Competes with Hy-Vee for weekly grocery trips and household essentials in overlapping Midwest markets.

Direct peers

• Wegmans Food Markets: Family-owned regional grocery chain in the Mid-Atlantic and Northeast known for prepared foods, in-store restaurants, bakery, and strong private label offering. Closely comparable on in-store dining/prepared food differentiation and regional supermarket positioning.
• Kroger: The largest pure-play U.S. supermarket operator, running ~2,700 stores across dozens of states with a comparable full-service grocery format, in-store pharmacies, fuel centers, loyalty program (Boost), and a leading retail media network (Kroger Precision Marketing). Most directly comparable publicly traded peer.
• Publix Super Markets: Employee-owned Southeast regional supermarket chain operating ~1,300 stores with full-service grocery, in-store pharmacies, prepared foods, and private label brands. Closest structural analog to Hy-Vee given shared employee-ownership model and regional full-service supermarket positioning.
• Albertsons Companies: Major multi-banner supermarket operator (Albertsons, Safeway, Jewel-Osco, etc.) with ~2,200 stores, full-service grocery, pharmacies, fuel, and loyalty programs (Just for U). Directly comparable as a large-scale regional grocery competitor.

Regional players

• Casey's General Stores: Midwest-based convenience store and fuel chain operating ~2,900 locations, including a Hy-Vee PERKS fuel-acceptance partner. Comparable on convenience/grocery crossover and Midwest fuel-and-food positioning, though narrower in assortment.
• H-E-B: Private, employee-partner-owned Texas supermarket chain known for prepared foods, private label, in-store dining, and strong regional brand loyalty. Comparable as a large, private, regionally dominant grocer with similar format and culture, though serving a different geography.

Emerging players

• Aldi: German hard-discount grocery chain rapidly expanding across the U.S. Midwest with a smaller-format, private-label-heavy model. Direct threat on price-sensitive grocery baskets and one of the fastest-growing competitors in Hy-Vee's core geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/HyVee
• Instagraminstagram.com/hyvee
• Facebookfacebook.com/HyVee

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries6 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hy-Vee