I do, too. Most of it, anyway.
It is just a lot less expensive, typically, on the very same items, than competing chain supermarkets are.
And its store-brand items (which often seem identical to Kroger's store-brand items; many may be manufactured by the same company) are usually less expensive than similar store-brand items elsewhere.
The Wal Marts in my area have very poor quality produce. Thankfully, we still have some old-school produce/farmers markets around here.