Compare Stocks › KR vs NOW
The Kroger Co. (KR) vs ServiceNow, Inc. (NOW)
KR
The Kroger Co.
$73.76
VS
NOW
ServiceNow, Inc.
$113.27
Rewards
KR
- ★The Kroger Co. scores 71/100 on the Economic Moat Score (Wide Moat), with revenue predictability as the strongest competitive dimension.
- ★Share count has been reduced by 16% over the past 5 years through buybacks, increasing each share's claim on earnings.
- ★Each dollar of retained earnings has created $1.87 of market value — management is creating shareholder value.
NOW
- ★Gross margin of 77.5% indicates strong pricing power — typical of businesses with significant intellectual property or brand strength.
- ★Free cash flow has grown at a 27.8% CAGR over the past 4 years, demonstrating strong earnings power growth.
- ★Each dollar of retained earnings has created $16.65 of market value — management is an exceptional capital allocator.
Risks
KR
- ⚠Gross margin of 23.3% is low, suggesting a competitive or commodity-like market with limited pricing power.
- ⚠FCF yield of 7.6% suggests reasonable valuation assuming continued moderate growth.
- ⚠Trailing P/E of 47.9x is 92% above the historical average of 24.9x — the stock trades at a premium to its own history.
NOW
- ⚠Despite buyback spending, shares outstanding increased in 3 out of 3 years — stock-based compensation is offsetting repurchases.
- ⚠PEG ratio of 19.95 indicates the stock is expensive relative to its expected growth — the market may be pricing in more growth than analysts project.
Key Valuation Metrics
Learn more →KR
NOW
Valuation
$3.43B
Free Cash Flow
$4.95B
7.58%
FCF Yield
4.14%
47.90
Trailing P/E
67.83
13.12
Forward P/E
22.56
Quality & Moat
13.39%
ROIC
11.27%
17.12%
ROE
13.48%
23.30%
Gross Margin
77.53%
0.96
PEG Ratio
19.95
Balance Sheet Safety
4.16
Debt / Equity
0.19
N/A
Interest Coverage
N/A
2.68
Net Debt / EBITDA
-1.42
1.90%
Dividend Yield
N/A
KR: 6Ties: 1NOW: 4
KRNOW
Historical Fundamentals
Learn more →KR
Price ÷ Earnings Per Share — how many years of current earnings you're paying for at today's price. Lower P/E may indicate undervaluation.
NOW
Price ÷ Earnings Per Share — how many years of current earnings you're paying for at today's price. Lower P/E may indicate undervaluation.
Price ÷ Earnings Per Share — how many years of current earnings you're paying for at today's price. Lower P/E may indicate undervaluation.
$1 Retained Earnings Test
Learn more →KR
$1.87
created per $1 retained over 3 years
Value Creator
Σ Retained
$4.71B
Δ Market Cap
+$8.80B
Buffett's "$1 Test": For every $1 of earnings retained, has management created at least $1 of market value?
> $1 created per $1 retained = Value Creator · < $1 created = Value Destroyer
> $1 created per $1 retained = Value Creator · < $1 created = Value Destroyer
NOW
$16.65
created per $1 retained over 3 years
Exceptional Value Creator
Σ Retained
$4.90B
Δ Market Cap
+$81.66B
Buffett's "$1 Test": For every $1 of earnings retained, has management created at least $1 of market value?
> $1 created per $1 retained = Value Creator · < $1 created = Value Destroyer
> $1 created per $1 retained = Value Creator · < $1 created = Value Destroyer
Buffett's "$1 Test": For every $1 of earnings retained, has management created at least $1 of market value?
> $1 created per $1 retained = Value Creator · < $1 created = Value Destroyer
Discounted Cash Flow (DCF) Analysis
Learn more →KR
9.3% Margin of Safety
Price is 9.3% below estimated fair value
Current Price: $73.76
Strongly undervalued
Undervalued
Fairly valued
Overvalued
Strongly overvalued
Fair Value: $81.32
Strongly undervalued
Undervalued
Fairly valued
Overvalued
Strongly overvalued
NOW
45.8% Overvalued
Price is 45.8% above estimated fair value
Current Price: $113.27
Strongly undervalued
Undervalued
Fairly valued
Overvalued
Strongly overvalued
Fair Value: $77.67
Strongly undervalued
Undervalued
Fairly valued
Overvalued
Strongly overvalued
Reverse DCF — Market-Implied Growth
Learn more →KR
What growth rate is the market pricing in at $74?
+7.3%
Market-Implied FCF Growth Rate
Market pricing in significantly higher growth than history — aggressive.
NOW
What growth rate is the market pricing in at $113?
+24.1%
Market-Implied Owner Earnings Growth
Standard FCF implies +9.8%
The market implies +24.1% Owner Earnings growth, below historical trends — potential opportunity.
Standard FCF implies a more demanding +9.8%, reflecting heavy growth investment expected to generate future returns.
Economic Moat Score
Learn more →KR
71/100
Wide Moat
70+ Wide · 40-69 Narrow · <40 None
Wide moat driven primarily by revenue predictability. ROIC Consistency is the area most vulnerable to competitive pressure.
Composite score measuring competitive advantage durability across four dimensions: returns above cost of capital, pricing power stability, revenue predictability, and capital efficiency. Based on 5 years of fundamental data.
NOW
61/100
Narrow Moat
70+ Wide · 40-69 Narrow · <40 None
Narrow moat with revenue predictability as the key competitive advantage. Improving roic consistency would strengthen the moat.
Composite score measuring competitive advantage durability across four dimensions: returns above cost of capital, pricing power stability, revenue predictability, and capital efficiency. Based on 5 years of fundamental data.
Forensic Accounting
Learn more →KR
-2.90
Unlikely Manipulator
Above -1.78 = likely manipulator · -2.22 to -1.78 = grey zone
M-Score Trend
Beneish's 8-variable model estimates the probability of earnings manipulation. An M-Score above -1.78 signals elevated risk — companies in this range have historically been 3-5× more likely to be manipulating earnings. Scores between -2.22 and -1.78 fall in a grey zone warranting further investigation.
NOW
-2.87
Unlikely Manipulator
Above -1.78 = likely manipulator · -2.22 to -1.78 = grey zone
M-Score Trend
Beneish's 8-variable model estimates the probability of earnings manipulation. An M-Score above -1.78 signals elevated risk — companies in this range have historically been 3-5× more likely to be manipulating earnings. Scores between -2.22 and -1.78 fall in a grey zone warranting further investigation.
Beneish's 8-variable model estimates the probability of earnings manipulation. An M-Score above -1.78 signals elevated risk — companies in this range have historically been 3-5× more likely to be manipulating earnings. Scores between -2.22 and -1.78 fall in a grey zone warranting further investigation.
Ownership Breakdown
Learn more →KR
Insiders 9.1%Institutions 81.6%Retail & Other 9.3%
No. of Institutional Holders1,815
High insider ownership aligns management incentives with shareholders — a key signal in Buffett-style analysis. Institutional concentration can indicate smart-money conviction but also crowding risk.
NOW
Insiders 0.2%Institutions 90.0%Retail & Other 9.8%
No. of Institutional Holders3,199
High insider ownership aligns management incentives with shareholders — a key signal in Buffett-style analysis. Institutional concentration can indicate smart-money conviction but also crowding risk.
High insider ownership aligns management incentives with shareholders. Institutional concentration can indicate smart-money conviction but also crowding risk.
Insider Buying Activity
Learn more →KR
0
Buys (3M)
0
Buys (12M)
No open market insider purchases found.
Open market purchases · includes direct & indirect ownership · excludes option exercises
NOW
1
Buys (3M)
1
Buys (12M)
Total value (12M): $3.00M
MCDERMOTT WILLIAM R
Chief Executive Officer
$3.00M
@ $104.60 · 2026-02-27
Open market purchases · includes direct & indirect ownership · excludes option exercises
Open market purchases · includes direct & indirect ownership · excludes option exercises.
Insider Selling Activity
Learn more →KR
0
Sells (3M)
16
Sells (12M)
Total value (12M): $27.44M
MOORE CLYDE R
Director
$272,834
@ $71.61 · 2025-07-16
MOORE CLYDE R
Director
$1.89M
@ $70.50 · 2025-07-11
ADCOCK MARY ELLEN
Officer
$2.44M
@ $71.16 · 2025-06-27
ARREAGA GABRIEL
Officer
$2.75M
@ $72.44 · 2025-06-25
MASSA TIMOTHY A
Officer
$622,710
@ $74.00 · 2025-06-23
COSSET YAEL
Officer
$5.23M
@ $73.49 · 2025-06-23
FIKE CARIN L
Officer and Treasurer
$1.22M
@ $73.79 · 2025-06-23
WHEATLEY CHRISTINE STRICK
Officer
$2.16M
@ $72.07 · 2025-04-23
MASSA TIMOTHY A
Officer
$1.65M
@ $73.00 · 2025-04-22
COSSET YAEL
Officer
$2.19M
@ $73.00 · 2025-04-22
ARREAGA GABRIEL
Officer
$995,866
@ $71.82 · 2025-04-21
NICHOLS BRIAN W
Officer
$72,030
@ $72.03 · 2025-04-21
FOLEY TODD A
Officer
$989,442
@ $70.67 · 2025-04-17
JABBAR VALERIE L
Officer
$2.16M
@ $69.08 · 2025-04-16
WHEATLEY CHRISTINE STRICK
Officer
$2.08M
@ $69.44 · 2025-04-04
KIMBALL KENNETH C.
Officer
$719,081
@ $65.37 · 2025-03-21
ARREAGA GABRIEL
Officer
$1.05M
@ $65.63 · 2025-03-19
NICHOLS BRIAN W
Officer
$94,933
@ $65.88 · 2025-03-17
COSSET YAEL
Chief Technology Officer
$1.17M
@ $66.19 · 2025-03-17
COSSET YAEL
Chief Technology Officer
$691,190
@ $65.76 · 2025-03-14
NICHOLS BRIAN W
Officer
$86,723
@ $66.71 · 2025-03-13
MASSA TIMOTHY A
Officer
$1.97M
@ $66.56 · 2025-03-13
ADCOCK MARY ELLEN
Officer
$6.90M
@ $66.39 · 2025-03-13
COSSET YAEL
Chief Investment Officer
$7.84M
@ $68.08 · 2025-03-10
FOLEY TODD A
Chief Financial Officer
$1.87M
@ $66.62 · 2025-03-07
FOLEY TODD A
Chief Financial Officer
$1.04M
@ $61.44 · 2024-12-19
AITKEN STUART W
Officer
$8.38M
@ $63.18 · 2024-12-12
COSSET YAEL
Chief Technology Officer
$1.17M
@ $58.39 · 2024-12-10
COSSET YAEL
Chief Technology Officer
$1.76M
@ $58.54 · 2024-12-09
MASSA TIMOTHY A
Officer
$1.56M
@ $60.12 · 2024-12-06
NICHOLS BRIAN W
Officer
$386,248
@ $55.80 · 2024-10-07
JABBAR VALERIE L
Officer
$167,730
@ $55.91 · 2024-09-23
NICHOLS BRIAN W
Officer
$222,800
@ $55.70 · 2024-09-17
FIKE CARIN L
Officer and Treasurer
$167,269
@ $55.57 · 2024-09-17
NICHOLS BRIAN W
Officer
$109,060
@ $54.53 · 2024-07-19
FOLEY TODD A
Chief Financial Officer
$368,467
@ $55.69 · 2024-04-26
KIMBALL KENNETH C.
Officer
$1.69M
@ $55.98 · 2024-04-25
JABBAR VALERIE L
Officer
$832,800
@ $55.52 · 2024-04-23
MASSA TIMOTHY A
Officer
$1.71M
@ $57.18 · 2024-04-23
ADCOCK MARY ELLEN
Officer
$4.61M
@ $55.61 · 2024-04-23
Direct ownership only · excludes indirect, option exercises, planned (10b5-1) sales & derivatives
NOW
4
Sells (3M)
48
Sells (12M)
Total value (12M): $27.80M
FIPPS PAUL
Officer
$376,142
@ $101.77 · 2026-02-23
FIPPS PAUL
Officer
$1.02M
@ $105.93 · 2026-02-18
MCBRIDE KEVIN THOMAS
Officer
$147,994
@ $105.71 · 2026-02-13
CHAMBERLAIN PAUL EDWARD
Director
$151,755
@ $101.17 · 2026-02-12
MASTANTUONO GINA
President
$352,750
@ $850.00 · 2025-12-05
MASTANTUONO GINA
President
$336,936
@ $808.00 · 2025-11-28
JACKSON LAWRENCE
Director
$214,708
@ $810.22 · 2025-11-28
CHAMBERLAIN PAUL EDWARD
Director
$242,400
@ $808.00 · 2025-11-28
CANNEY JACQUELINE P
Officer
$200,549
@ $839.12 · 2025-11-18
FIPPS PAUL
Officer
$249,353
@ $817.55 · 2025-11-18
TZITZON NICHOLAS
Officer
$431,736
@ $827.08 · 2025-11-18
ELMER RUSSELL S.
General Counsel
$160,155
@ $838.51 · 2025-11-18
MCBRIDE KEVIN THOMAS
Officer
$235,894
@ $842.48 · 2025-11-14
CANNEY JACQUELINE P
Officer
$56,257
@ $852.38 · 2025-11-13
ELMER RUSSELL S.
General Counsel
$52,848
@ $852.39 · 2025-11-13
CANNEY JACQUELINE P
Officer
$222,012
@ $863.86 · 2025-11-10
ELMER RUSSELL S.
General Counsel
$164,997
@ $863.86 · 2025-11-10
SANDS ANITA M
Director
$1.00M
@ $915.11 · 2025-08-29
MCDERMOTT WILLIAM R
Chief Executive Officer
$5.34M
@ $916.63 · 2025-08-28
FIPPS PAUL
Officer
$1.30M
@ $895.32 · 2025-08-20
ELMER RUSSELL S.
General Counsel
$1.50M
@ $884.26 · 2025-08-20
MCDERMOTT WILLIAM R
Chief Executive Officer
$1.43M
@ $900.00 · 2025-08-19
CANNEY JACQUELINE P
Officer
$1.35M
@ $866.45 · 2025-08-18
MASTANTUONO GINA
President
$1.53M
@ $866.45 · 2025-08-18
TZITZON NICHOLAS
Officer
$1.49M
@ $866.45 · 2025-08-18
MCBRIDE KEVIN THOMAS
Officer
$238,496
@ $851.77 · 2025-08-15
CHAMBERLAIN PAUL EDWARD
Director
$258,000
@ $860.00 · 2025-08-14
CANNEY JACQUELINE P
Officer
$57,658
@ $860.57 · 2025-08-13
MASTANTUONO GINA
President
$72,288
@ $860.57 · 2025-08-13
CANNEY JACQUELINE P
Officer
$225,746
@ $878.39 · 2025-08-08
MASTANTUONO GINA
President
$256,490
@ $878.39 · 2025-08-08
JACKSON LAWRENCE
Director
$749,805
@ $990.50 · 2025-07-29
CANNEY JACQUELINE P
Officer
$341,631
@ $965.06 · 2025-07-16
SANDS ANITA M
Director
$250,950
@ $1050.00 · 2025-07-03
MCBRIDE KEVIN THOMAS
Officer
$283,310
@ $1011.82 · 2025-06-03
SANDS ANITA M
Director
$250,267
@ $1009.14 · 2025-06-02
CANNEY JACQUELINE P
Officer
$147,900
@ $1020.00 · 2025-05-30
TZITZON NICHOLAS
Officer
$1.19M
@ $1020.00 · 2025-05-30
MCDERMOTT WILLIAM R
Chief Executive Officer
$2.07M
@ $1012.01 · 2025-05-30
SANDS ANITA M
Director
$433,825
@ $1013.61 · 2025-05-27
BRIGGS TERESA
Director
$216,913
@ $1013.61 · 2025-05-27
LUDDY FREDERIC B
Director
$428,000
@ $1000.00 · 2025-05-23
MASTANTUONO GINA
President
$121,570
@ $1030.25 · 2025-05-19
CANNEY JACQUELINE P
Officer
$96,844
@ $1030.26 · 2025-05-19
ELMER RUSSELL S.
General Counsel
$83,450
@ $1030.25 · 2025-05-19
CHAMBERLAIN PAUL EDWARD
Director
$310,326
@ $1034.42 · 2025-05-15
MASTANTUONO GINA
President
$85,932
@ $1023.00 · 2025-05-13
CANNEY JACQUELINE P
Officer
$67,518
@ $1023.00 · 2025-05-13
Direct ownership only · excludes indirect, option exercises, planned (10b5-1) sales & derivatives
Direct ownership only · excludes indirect, option exercises, planned (10b5-1) sales & derivatives.
🎭 Mr. Market's Mood
Learn more →KR
😏Greed(64/100)
"Market is optimistic — be cautious and ensure you have a margin of safety"
Composite sentiment score based on 6 market signals. Inspired by Buffett's "Mr. Market" allegory — fear = potential opportunity, greed = potential risk. Must be used alongside fundamental analysis, not in isolation.
NOW
😨Fear(38/100)
"Market is pessimistic — investigate whether fears are temporary or structural"
Composite sentiment score based on 6 market signals. Inspired by Buffett's "Mr. Market" allegory — fear = potential opportunity, greed = potential risk. Must be used alongside fundamental analysis, not in isolation.
Composite sentiment score based on market signals. Inspired by Buffett’s "Mr. Market" allegory — fear = potential opportunity, greed = potential risk. Must be used alongside fundamental analysis, not in isolation.
⚖️ Buffett Signal
Learn more →KR
⚪Awaiting DCF Data
The Buffett Signal cross-references market sentiment with DCF valuation. Configure the DCF Analysis above to generate a signal.
DCF Margin of Safety: N/AMr. Market's Mood: Greed (64)
NOW
⚪Awaiting DCF Data
The Buffett Signal cross-references market sentiment with DCF valuation. Configure the DCF Analysis above to generate a signal.
DCF Margin of Safety: N/AMr. Market's Mood: Fear (38)