Kroger does a lot of silly things. It takes a lot of smart people to run a large company like Kroger. Also, you can't fool the analyst forever. The smart money has moved into smart companies with smart management. Companies like COST, WFM, TGT and MCD.
Kroger does one thing good. They have nice stores in some areas of the country. A nice shopping experience for the most part. They just lack common sense. That's why you've had the lack of performance over the last 10 years. Look for more of the same unless they can find someone who knows what they're doing.