Grocery Outlet uses facial recognition technology at some Bay Area stores to combat shoplifting PLEASANT HILL, Calif. - A small sign posted near the entrance of some Grocery Outlet stores is drawing attention for what it says about the retailer's approach to combating shoplifting. The notice reads: "Face matching software being used to prevent shoplifting." Grocery Outlet facial recognition What we know: Grocery Outlet, which is headquartered in Emeryville, is reportedly using facial recognition technology from SAFR at some locations in the East Bay and San Francisco. KTVU reached out to Grocery Outlet for comment but did not receive a response. "I didn't notice the sign at all, but I didn't have a problem with it mostly because, first of all, I don't do anything wrong, and secondly because I use it all the time on my phone. I use it to open apps," said Carol of Walnut Creek. According to SAFR, the system compares faces against a retailer's watchlist of repeat offenders or suspects identified by the business. If there's a match, store employees are alerted. "The camera captures the individual as they come in. We quickly, within seconds, can determine if it's the same person that's on the retailer store security list. If it's not, it's immediately deleted. Then it goes through actually a couple of additional steps of verification. We then do a second algorithm just to ensure we have a human in the loop," said Charisse Jacques, president of SAFR. SAFR says customer data is not stored on a server and that the technology is designed with safeguards to improve accuracy and reduce bias. The company also says customers can contact SAFR to opt out after data has been collected. Shoppers divided over facial recognition Local perspective: Not everyone is comfortable with the technology. "I think