Stop trying to make "Freddy's" a thing, Kroger!

For some reason, Kroger has gone all in on the "Freddy's" nickname with their Marketplace remodels, and I really don't get it. As far as I can tell, absolutely no one I know calls Fred Meyer anything other than its full name (or the quite common but incorrect "Fred Meyer's").

Admittedly, there's some evidence of the company using that name way back before the Kroger buyout -- their 80s decor, still found at the Coos Bay, OR store, called the toy department "Freddy's Toy World", and I've seen a few older ads using the Freddy's name. However, it's never seemed to enter general usage, at least up in the Seattle area, though I suppose it could be a Portland thing.