SACRAMENTO, Calif. - Fed up with paying high interchange fees to accept bank debit cards, Safeway has taken matters into its own hands with the debut of its own debit-and-loyalty card, the San Francisco Business Times reports.

The supermarket chain launched its Fast Forward debit program that is linked to a customer??s Safeway Club Card. Shoppers can pay with their physical Club Card or use their phone number plus PIN.

"This is a unique program. It benefits our customers by offering a secure, convenient way to shop and allow them one card for payment, Club Card discounts and 'Just for U' discounts," said Teena Massingill, spokeswoman for Safeway. "All personal information is kept completely confidential."

Safeway??s SmartCheck debit program is separate from the Fast Forward initiative, which is only available in Sacramento. Both programs are linked to a customer??s checking account, and Safeway simply sends a payment request for electronic funds transfer, thus saving swipe fees normally incurred by using a bank debit card.

The grocery chain also provides Gas Rewards incentives for shoppers who use Fast Forward debit for purchases.