The author grateful to Bob Mariano and Roundy’s Supermarkets for providing the data for this project. The author thank Pradeep Chintagunta, Jean-Pierre Dubé, Günter Hitsch, and René Caldentey for their continued support and encouragement. The author grateful for comments from Ioannis Stamatopoulos, Matthew Bloomfield, Oliver Browne, Øystein Daljord, James Dana, Joon-hwi Joo, Xiliang Lin, Sanjog Misra, Anita Rao, Andrey Simonov, Brad Shapiro, Sorabh Tomar, all the participants of the Marketing and IO Lunch groups at the University of Chicago, University of Michigan, London Business School, UC San Diego, University of Texas at Austin, Northwestern University, Washington University in St. Louis, and the Los Angeles Food Policy Council; The author acknowledges the Marketing Science Institute for its generous recognition and research support.