Action is a defunct Australian supermarket chain. Based in Perth, Western Australia

Perth, Western Australia

Perth is the capital and largest city of the Australian state of Western Australia and the fourth most populous city in Australia. The Perth metropolitan area has an estimated population of almost 1,700,000....

, Action had 80 supermarkets across Western Australia, Queensland

Queensland

Queensland is a state of Australia, occupying the north-eastern section of the mainland continent. It is bordered by the Northern Territory, South Australia and New South Wales to the west, south-west and south respectively. To the east, Queensland is bordered by the Coral Sea and Pacific Ocean...

 and New South Wales

New South Wales

New South Wales is a state of :Australia, located in the east of the country. It is bordered by Queensland, Victoria and South Australia to the north, south and west respectively. To the east, the state is bordered by the Tasman Sea, which forms part of the Pacific Ocean. New South Wales...

, and was one of the largest supermarket chains in Australia. Action Supermarkets Head Office is located at 218 Bannister Road Canning Vale WA 6155, Action's Fresh Produce Center was located at 24 Walters Drive Osborne Park and Meat Center at Pavers Circle Malaga.

Trading

Its generic brand

Generic brand

Generic brands of consumer products are distinguished by the absence of a brand name. It is often inaccurate to describe these products as "lacking a brand name", as they usually are branded, albeit with either the brand of the store in which they are sold or a lesser-known brand name which may...

 range was called "Basics" and its corporate generic brand range was the "Signature Range". Action's last slogan was "Action means a great deal". Previous slogans included "Packed Full of Great Shopping Ideas" and "Packed Full of Good Taste".

Action served in excess of 750,000 customers every week and employed over 7,800 staff. Total supermarket trading area at the end of the November 2003 was approximately 159,000 square metres. Action still holds the largest trading floor area at Whitfords (Hillarys) and Innaloo.
Action's first supermarkets were located in Dianella,Dogswamp (Yokine), Morley and Woodlands.

Demise

Action was originally operated exclusively in Western Australia by Foodland Associated Limited, which also operated the Supa Valu, Dewsons and Dewsons Express supermarkets. FAL was later sold to rivals Metcash (Australian licensee of the international IGA

IGA (supermarkets)

IGA is a brand of grocery stores active in more than 30 countries. Contrasting with the chain store business model, IGA operates as a franchise through stores that are owned separately from the brand. Many of these stores operate in small town markets and belong to families that manage them...

 brand) and Woolworths

Woolworths Limited

Woolworths Limited is a major Australian company with extensive retail interest throughout Australia and New Zealand. It is the:* largest retail company in Australia and New Zealand by market capitalisation and sales...

 in late 2005. In 2000 Action had expanded into New South Wales and Queensland when they had purchased 40 Franklins stores.

In March 2006, Metcash announced that it will convert most of the remaining Action supermarkets into IGA

IGA (Australian supermarket group)

Independent Grocers of Australia, or IGA, is a chain of independent supermarkets in Australia. It is the local variant of the international Independent Grocers Association...

-branded stores.