Grocery Outlet's Facial Recognition Rollout Divides Bay Area Shoppers

CBS Bay Area

July 15, 2026

PLEASANT HILL – Facial recognition technology is now greeting shoppers at some Bay Area Grocery Outlet stores, and reactions to the new anti-theft tool are mixed.

The Emeryville-based chain has rolled out software called SAFR at several of its Bay Area locations, including the Pleasant Hill "Bargain Market."

The Emeryville-based chain has rolled out software called SAFR at several of its Bay Area locations, including the Pleasant Hill "Bargain Market." Signs posted on the front doors alert customers that facial recognition is being used to identify people suspected of shoplifting, alerting store employees if someone on a watchlist walks inside.

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