Atlanta man buys ground beef on sale at Kroger. Then he takes a closer look at the price: ‘Am I trippin’?’

An Atlanta man noticed something unusual about a sign advertising ground beef at Kroger. Then he shared a post on social media that sparked a debate.

In a TikTok clip that has more than a thousand views, Atlanta man Michael Himes (@michaelhimes2) showed a package of ground beef displayed beneath a promotional sign. At first glance, the sign appeared to claim that the beef cost $6.33. However, when the creator walked around the display, a lower price of $5.99 was visible on the reverse side. Himes questioned what he was seeing. The creator said, “ is it not the same [expletive] thing?”

Some of Himes' commenters asked whether someone had placed the sign incorrectly. Others suggested there might be a simple explanation.

Does Kroger have a special loyalty program?

A number of viewers pointed out that the reverse side of the sign appeared to contain language indicating the lower price was available “with card.” That suggested the discount may have been tied to Kroger's loyalty program and not representative of a hidden price.

“That's the Kroger card price,” one commenter wrote.

Kroger's loyalty program does allow members to unlock unique sales prices and deals according to Don'tPayFull, a coupon website.

Still, not everyone was convinced. Some viewers said Kroger could have displayed the signage more clearly. Others questioned why the discounted price appeared on the back of the sign at all.

Does Kroger have a transparency issue?

In May 2025, an investigation by Consumer Reports conducted in partnership with The Guardian and the Food & Environment Reporting Network raised concerns about pricing accuracy at Kroger-owned stores. It also addressed how the grocery chain communicates discounts and promotional pricing to customers.

Researchers documented more than 150 examples of expired sale tags and pricing discrepancies across Kroger-owned stores in 14 states and Washington, D.C. According to the report, stores often left promotional tags on shelves for weeks or even months after sales ended. As a result, some people paid more at checkout than the price displayed on the shelf.

Shoppers and grocery prices

The timing of the ground beef video has led some consumers to view the confusing signage through the broader lens of Kroger's recent pricing controversies. As inflation continues to weigh on household budgets, shoppers are hunting for deals. Now more than ever, deals such as Black Friday offerings and promotions have become a staple of U.S. consumers' everyday lives. Shoppers are also paying different prices for the same groceries, which has reduced consumer confidence and changed how people shop.

Viewers have been left debating: was the sign a hidden bargain, or did it simply list a member-exclusive discount that wasn't immediately obvious?

Buzz News reached out to Himes and Kroger via email for comment.

@michaelhimes2 Am I trippin? Is this not the same shit? #kroger #groceryshopping #savings #deals #joke ♬ original sound – Michael Himes