I love this card. It doesn't make sense for some, but we happen to hit that sweet spot where our monthly budget on groceries 1) more than pays for the annual fee, and 2) doesn't hit the $6000 annual limit. Plus, the sign-up bonus negated the annual fee for two years. I shop primarily at a small, budget-conscious grocery known for its great butcher counter, plus a couple trips to Trader Joe's a month. Farmer's markets too, but that's cash. I cook virtually every night of the week, then brown-bag our leftovers for next day's lunch. I spend a little more to get higher quality produce, meats, and dairy. Virtually no processed foods.
Every couple of months I have about $75 of cash back to credit to my account. Pays for a few tanks of gas!