If memory serves, this is the first Safeway I visited when I arrived in Phoenix. I'd heard of Safeway but we didn't have them back east.
To me, Safeway is the higher-end of grocery stores in the area. The place is clean and the employees are incredibly friendly for grocery store employees. On nearly every visit, someone always asked if they could help me find something. Whenever I did need help, they knew exactly where to go.
The produce is always neatly arranged, and there is an organic section. The meat and seafood are good quality and the folks back there are quick to help. Even in the wine section, I've been approached by some very knowledgeable staff there to help me choose something based on my tastes and whatever I was cooking that day. The employees in the store seem to be the difference -- they act as if you're shopping at Neiman Marcus and treat you like that caliber of customer.
I don't physically frequent Safeways very much anymore, as I take advantage of their delivery service. Place and pay for your order online and they bring it to your door!