Then in 1917, they opened the first Alpha Beta store in Pomona, in eastern Los Angeles County, California.

For example, in 1980, a Cupertino, California, Alpha Beta store sold Bohsei color TVs for under $200 (~$740.00 in 2023), Atari 400 and 800 computers, and other goods.

In September 1991, Skaggs-Alpha Beta re-branded its 76 stores in Texas, Oklahoma, New Mexico and Arkansas as Jewel-Osco, in an attempt to unify some of its subsidiaries under one nationally recognized name.

In the late 1970s and early 1980s, Alan Hamel was the television spokesman for the Alpha Beta grocery stores in California.

Popeye was in the Alpha Beta grocery store commercial with Mickey Mouse in the 80s featuring the end of the Alpha Beta commercial with Mickey Mouse saying next to Popeye to the audience "tell a friend".

[citation needed] Bugs Bunny, Donald Duck, and Hulk Hogan were in the commercial of Alpha Beta grocery store in the 90s featuring Hulk Hogan ended up saying "Either you're at Alpha Beta or you're not" next to Bugs Bunny.