Each year during the summer grilling season, Safeway looks to create added value for consumers by providing them with fun recipes and inspirational activities. For several years, Rival has taken the lead on creating websites that engage the customer and guide them to recipes that are both fun and accessible for the average person. Features have included international menus,  "stretch your budget" recipes, and an interactive ice cream truck where visitors can learn how to make their favorite treats. These types of surprises create stickiness on the website and encourage customers to stay around and ultimately keep Safeway top of mind the next time they go grocery shopping.