The competition here is all low end (Sav-A-Lot, Food Lion & Wal-Mart) and in a shopping area S of town that looks like it popped-up in the late 70s and has developed into the present. The store features a lot of items that have markdowns which require a Kroger store card. They seemed to do a decent volume, with a funny mix of low-end and semi-high end items. The store is near a small college and seems to pull student/faculty types, as well as a more local blue collar crowd. The town is a center for tourism in a region that has a lot of outdoor activity and some weekend homes, although much of that trade comes from places where Kroger is long gone (DC, Pgh, Cleve). I also went to the Wal-Mart, which was hardly new, but relatively nice. The town also has a Peebles and a K-Mart, more retail than its size would normally suggest.
This seems to be a "frontier" store for Kroger, further East than anything I've seen in this region, yet it's in a small market with aggressive price competition. Food Lion seems to blanket the small towns W of DC into WV, with Wal-Mart clearly on its tail.
The interior was described previously & probably hasn't changed--it's bizarre and ugly, with some of the signage probably removed, as in the meat department: