Assistant store manager Reno Bernardi stocks the shelves at the new DeCicco & Sons grocery store in Sleepy Hollow March 20, 2025.
San Diego, California – Ever been at checkout, fumbling through a grocery app, only to realize the discount you thought you had didn’t apply? Or maybe you’ve watched a parent struggle to access deals that seem locked behind a tech barrier? San Diego’s City Council just took action to make sure everyone—regardless of their digital know-how—gets a fair shot at grocery discounts.
On March 24, the council unanimously approved the Grocery Pricing Transparency Ordinance, a new rule that bans grocery stores from offering discounts solely through digital coupons. If a store has a digital deal, it must provide a physical option as well—whether that’s a printed coupon near the product, one handed out at the entrance, or an automatic discount at checkout.
Councilmember Sean Elo-Rivera, who led the charge, said the idea came from his own father, who frequently struggled to access digital coupons. “Simplest policy we’ve ever written,” Elo-Rivera said in an interview with CBS 8. “If you offer a discount digitally, there must be a way to physically access that discount in the store.”
The move aims to close a widening gap in grocery affordability. While digital coupons are convenient for some, they leave out those who may not have easy internet access or the tech skills to navigate complicated grocery store apps. That includes seniors, low-income families, and shoppers who simply don’t want to spend time hunting down deals on their phones.
Fred Davis, a volunteer with Serving Seniors, shared his frustration with the current system. “What I found frustrating is not being able to use it, and then the cashier at the counter couldn’t use it, and couldn’t show me how to do it,” he said. “Not only did I not get the discount, but nobody could help me.”
Even tech-savvy shoppers know the headache of digital discounts gone wrong. Maybe your app crashes at checkout, or the coupon mysteriously doesn’t apply to your bill. Elo-Rivera argues that offering physical alternatives ensures that if a discount is advertised, it’s actually accessible.
Not everyone is on board. The California Grocers Association pushed back, saying the ordinance could have unintended consequences. A spokesperson argued that requiring physical coupons could make store loyalty programs—designed to reward frequent shoppers—harder to manage. “The proposal would actually reduce access to discounts for San Diegans, not expand it,” they stated.
Despite this pushback, the ordinance has cleared its first major hurdle and now heads to a second reading before it can become law. If it passes, San Diego could set a precedent for other cities looking to make sure everyone, no matter their tech skills, can save on groceries the old-school way.
