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Woolworths (supermarket)

Woolworths Supermarkets
Type Subsidiary
Industry Retail
Founded 1944
Headquarters Bella Vista, New South Wales, Australia
Number of locations 864 [1]
Key people Grant O'Brien, CEO, Tjeerd Jegen, Director - Australian Supermarkets and Petrol
Revenue increase A$54.3 billion (2011)
Employees 175,000
Parent Woolworths Limited
Website Woolworths.com.au
  Woolworths supermarket located in the Wagga Wagga Marketplace
  A rebranded Woolworths store in Temora, New South Wales
  Melbourne's first newly branded Woolworths supermarket in Chadstone, Victoria.[1]
  The 21-year-old Woolworths supermarkets logo, used from 1987 until 2008

Woolworths is the largest supermarket/grocery store chain in Australia, owned by Woolworths Limited.



Woolworths Limited was founded in 1924, with the first store opening up in Sydney's Imperial Arcade.[2]

  2008 rebranding

On 22 August 2008, Woolworths announced it was launching a new identity for all its supermarkets and plans to replace the Safeway brand in Victoria, in order to unite all of its supermarkets under one common brand 'Woolworths'.[3]

The logo, which had been in use for 21 years, was replaced with a new brand image, designed by Hans Hulsbosch[4] with a new green tinted icon representing the 'W' in Woolworths with the addition of a stylised leaf to suggest fresh produce. It is also reminiscent of a 1970s Woolworths logo. However, the company's slogan, "The Fresh Food People", which is known throughout Australia, remains as a key part of the new logo. The company introduced these changes in order to further distance itself from its major rival Coles Supermarkets, and to make its branding more modern, 'softer' and more likeable.[5]

In September 2009, this rebranding scheme was extended to New Zealand stores where the new Woolworths symbol is to be used alongside the Countdown brand.[6]

In October 2009, it was reported that Apple Inc. had lodged an objection to Woolworths' trademark application with the Australian Government's intellectual property agency IP Australia, claiming that the logo resembles its own. The reports said that Apple was concerned that Woolworths had applied for a blanket trademark for the design, so it could be placed on any product – even on electrical goods like computers and music players. Woolworths was not selling its own brand electrical goods then, but a spokeswoman for the company said that, "While we can't rule anything out, we haven't got any plans at the moment."[7][8] Woolworths' rebranding program in its 802 Australian stores had been in progress barely over a year.

  2012 Relaunch

In June 2012, Woolworths began another multi-million dollar strategy to improve the supermarket's image and gain back lost market share. The iconic slogan was changed from "The Fresh food People", after 25 years, to "Australia's Fresh Food People" to emphasise the company's iconic history in Australia. Alongside the new slogan came the store's new jingle, an upbeat rendition of Betty Driver's "Monday, Tuesday, Wednesday (I Love You)" as well as a brand new advertising campaign[9] and proposed improvements to existing supermarkets that will allow customers to see "behind the scenes" in the deli and bakery departments.[10]

  Loyalty schemes

  Discount fuel offers

Since 1996 Woolworths has offered its customers a number of incentives for purchasing at their stores by subsidising petrol prices at Caltex Woolworths petrol stations and the now defunct Woolworths Plus Petrol. Discounts included 2-cent, 4-cent, 6-cent and in some regional areas 10-cent discounts on fuel when purchases over certain amounts were conducted. As of September 2009, the current offer is a 4 cent/L discount when transactions of over $30 are conducted in-store, with a further 4 cent discount available if customers spend another $5 or more on other items at the petrol site.

  Everyday rewards and credit card

  Everyday Rewards Card

In September 2007, a trial began in central west New South Wales of Everyday Rewards, a Woolworths shopping card that automatically tracks supermarket purchases and stores fuel discount entitlements, thus eliminating the need for shoppers to retain paper coupons previously used for this purpose.[11] In addition it allows Woolworths to record purchases made by customers to offer them relevant promotions and for studies in demographics and marketing,[12] hence incentives for customers who register their details. This followed Woolworths announcement that is was planning to launch a general purpose credit card in 2008.[13] Woolworths is expected to offer these credit cardholders reward vouchers redeemable throughout its store network.[14] Woolworths subsequently announced that the Woolworths Everyday Money MasterCard would be launched on 26 August 2008 and allows customers to earn shopping cards redeemable at Woolworths group retailers.[15][16]

In February 2008, Woolworths announced that following the NSW trial, its Everyday Rewards card would be rolled out nationally, beginning with South Australia and Northern Territory in mid-February, and to other states (excluding Tasmania[17]) by the end of May 2008. During the NSW trial, 50,000 cards were issued to customers.[18]

Woolworths stated in June 2008 that "well over a million" shoppers had taken a card and registered their details.[19] In August 2008, Woolworths stated that there were 3.8 million cards "on issue", with 2.4 million cards "registered".[20]

From June 2009, Everyday Rewards cardholders were able to earn Qantas Frequent Flyer points, by using their Everyday Rewards cards. Cardholders who had successfully linked their Frequent Flyer card to their registered Everyday Rewards card can earn one Frequent Flyer point for every dollar over $30 that they spent in store. In August 2009, Woolworths announced that there were 3.8 million cards "registered", of which 1.2 million were linked to a Qantas Frequent Flyer account.[21]

  Frequent Shopper Club

The Frequent Shopper Club, or F$C, is a reward program for shopping in Woolworths stores in Tasmania. It was started by Purity Supermarkets in the early 1990s before it was sold to Woolworths in the 1990s. It is still in use today.[22]

  Other Woolworths Limited supermarkets

  A Woolworths supermarket in Wagga Wagga, New South Wales
  • Woolworths still trades as Safeway in many locations in Victoria, and some towns on the Victorian border (e.g. Moama, NSW). From 2008, Safeway branded stores have been progressively branded as Woolworths.
  • In Tasmania, Woolworths traded as Roelf Vos and Purity prior to being rebranded as Woolworths in 2000
  • In New Zealand, Woolworths trades as Countdown. It also operated supermarket brands Foodtown and Woolworths until November 2011, which were rebranded as Countdown.
  • Food For Less is a discount supermarket chain located in Queensland and New South Wales
  • Flemings is a group of four supermarkets located in Sydney and the Central Coast
  • Woolworths launched Thomas Dux Grocer in two New South Wales locations in 2008. Thomas Dux Grocer stores have a larger fresh food offering than traditional Woolworths stores, along with a larger delicatessen section.[23]


  1. ^ "Gandel and Colonial Open $140 Million Wing of Chadstone Shopping Centre". http://www.realestatesource.com.au/Victoria/Gandel-and-Colonial-Open-$140-Million-Wing-of-Chadstone-Shopping-Centre.html. Retrieved 2009-02-05. 
  2. ^ "Our Story". Woolworth's Limited. http://www.woolworths.com.au/wps/wcm/connect/website/woolworths/about-us/our-story/01our+story. Retrieved 1 April 2010. [dead link]
  3. ^ Sharp, Ari (2008-08-21). "Woolies shelves Safeway brand". The Age, Melbourne. http://www.theage.com.au/national/woolies-shelves-safeway-brand-20080820-3ywj.html. Retrieved 2008-08-21. 
  4. ^ "Designer Explains new Woolworths Logo". foodweek.com.au. 2008-08-22. http://www.foodweek.com.au/main-features-page.aspx?ID=2440. Retrieved 2010-06-24. 
  5. ^ "Woolworths launches new look after 21 years" (PDF). Woolworths Limited. 2008-08-22. http://www.woolworths.com.au/resources/woolworths+launches+new+look+after+21+years.pdf. Retrieved 2008-08-23. [dead link]
  6. ^ "Foodtown, Woolworths brands on way out". The New Zealand Herald. 21 September 2009. http://www.nzherald.co.nz/nz/news/article.cfm?c_id=1&objectid=10598704. 
  7. ^ Lee, Julian (2009-10-05). "Apple bites over Woolworths logo". The Age (Melbourne). http://www.theage.com.au/business/apple-bites-over-woolworths-logo-20091005-ghzr.html. 
  8. ^ Rakowski, Ian (2009-10-06). "Woolies and Apple locked in trademark brand battle". news.com.au. http://www.news.com.au/business/story/0,27753,26172444-462,00.html. 
  9. ^ "Woolworths relaunches brand with new Droga5 work but retains emphasis on fresh food people". MumBRELLA. 17 June 2012. http://mumbrella.com.au/woolworths-relaunches-brand-with-new-droga5-work-but-retains-emphasis-on-fresh-food-people-97277. 
  10. ^ "Fresh new Woolies coming soon". PerthNow. 16 June 2012. http://www.perthnow.com.au/business/fresh-new-woolies-coming-soon/story-e6frg2qc-1226397477046. 
  11. ^ Fuel change on the cards, Australian Financial Review, 6 September 2007, p. 20 
  12. ^ "Everyday Rewards Customer Charter". Woolworths Everyday Rewards. http://www.everydayrewards.com.au/CLCS-Web/faces/pages/fixed/customerCharter.jsp. Retrieved 2008-08-23. 
  13. ^ "Now it's Woolworths the credit card people". Sydney Morning Herald. 27 August 2007. http://www.smh.com.au/news/national/now-its-woolworths-the-credit-card-people/2007/08/27/1188067034518.html. Retrieved 2007-09-06. 
  14. ^ Retailers take on the banks…again, Australian Financial Review, 30 January 2008, pp. 1, 61 
  15. ^ "Woolworths launches new credit card". news.com.au. 2008-08-18. http://www.news.com.au/business/story/0,,24199187-462,00.html. Retrieved 2008-08-18. 
  16. ^ "Woolies MasterCard debuts in two weeks". The Sheet. 2008-08-15. http://www.thesheet.com/nl05_news_selected.php?act=2&stream=1&selkey=7022&hlc=2&hlw=. Retrieved 2008-08-18. [dead link]
  17. ^ "Everyday Rewards terms and conditions". Woolworths. https://www.everydayrewards.com.au/wps/portal/rewards/termsandconditions. Retrieved 2009-01-29. 
  18. ^ Woolies revs up discount petrol war, Australian Financial Review, 11 February 2008, pp. 1, 15 
  19. ^ "Fuel's gold as a million people play cards with Woolworths". Sydney Morning Herald. 5 June 2008. http://business.smh.com.au/fuels-gold-as-a-million-people-play-cards-with-woolworths-20080604-2lxs.html. Retrieved 2008-06-05. 
  20. ^ "Full Year Results Presentation" (PDF). Woolworths Limited. http://media.corporate-ir.net/media_files/irol/14/144044/asx/08presentation.pdf. Retrieved 2008-08-29. 
  21. ^ "Full Year Results Presentation" (PDF). Woolworths Limited. http://media.corporate-ir.net/media_files/irol/14/144044/fy00presentation.pdf. Retrieved 2000-00-17. 
  22. ^ http://www.themercury.com.au/article/2009/07/18/85321_tasmania-news.html
  23. ^ "Woolworths to launch new grocery chain". Inside Retailing. 13 December 2007. http://www.insideretailing.com.au/articles-page.aspx?articleType=ArticleView&articleId=1912. Retrieved 2007-12-19. [dead link]

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