US supermarket giant Safeway has announced the formal Bay Area launch of, the company's Internet grocery shopping and home delivery service, to consumers living in the San Francisco and San Jose areas. is operated through GroceryWorks, an Internet-based home shopping service that is 50% owned by Safeway and 35% owned by Tesco plc, the number one food retailer in the UK and operator of, the world's most successful seller of groceries on-line.