Countdown (supermarket)
Encyclopedia
Countdown is a New Zealand
full-service supermarket
chain, owned by Woolworths Limited
. Founded in 1981, Countdown is now the flagship brand of Progressive Enterprises, Woolworths' New Zealand supermarket subsidiary, with 133 supermarkets across New Zealand. It is the nation's second largest supermarket chain in terms of stores, one store behind New World
's 134 stores.
Although stores vary in size, Countdown stores are normally larger than average (newer supermarkets are around 4000 square metre) and are able to sell products slightly more cheaply than smaller Foodtown
and Woolworths
supermarkets.
"New Generation" Countdowns - those that have been built or refurbished since mid-2008 - have 30% of their retail floor space dedicated to fresh foods, a wider range of products (up to 30,000 items), and energy-efficient and sustainable heating and refrigeration systems. Older Countdowns follow the pattern of other New Zealand supermarkets.
In September 2009, Progressive Enterprises announced it would re-brand all its Foodtown and Woolworths stores to Countdown over the next five years as stores are refurbished.
In May 1981, the first Countdown market opened at Northlands Mall in Papanui
, Christchurch. This business was established by Rattrays Wholesale and gained momentum through this decade. The Rattrays Wholesale Group included the Rattrays Cash and Carry warehouses, tobacco vans, now known as the Red Arrow Distributors fleet and also included the SuperValue group of franchised supermarkets and now operating as SuperValue/FreshChoice.
In 1992, Foodland Associated Limited (FAL) Australia, purchased the Countdown/Rattrays business. This acquisition was then followed by gaining a majority share holding in Progressive Enterprises Limited, including General Distributors Limited, trading as the Foodtown.
In October 1993, Foodland Associated Limited (FAL) brought the majority shareholding in Progressive Enterprises from Coles Myer and shortly after brought all remaining public shares and delisted Progressive from the New Zealand stock exchange. With this purchase, Progressive Enterprises became the parent company for a number of FAL brands. Progressive Enterprises consisted of Foodtown Supermarkets
, Countdown, Georgie Pie
, Rattrays and Supervalue
.
On June 17, 2002, Progressive Enterprises Ltd bought Woolworths (NZ) Ltd from Hong Kong based owners Dairy Farm Group
. The sale saw Progressive's supermarket brands Foodtown, Countdown, 3 Guys, SuperValue and FreshChoice joined by Woolworths, Big Fresh
and Price Chopper
. As a result, PEL increased its share of the NZ grocery market to approximately 45%.
During the period of 1993-2005, Countdown evolved from a Foodmarket type format offering mainly groceries to a Full Service Discount Supermarket. The stores vary in size due to the consolidation of brands after the merger with Woolworths (NZ) Ltd. Many Big Fresh, Price Chopper and 3 Guys stores were rebranded to Coundown stores during after this merger.
On November 24, 2005, Australian company Woolworths Limited purchased Progressive Enterprises Limited from Foodland Associated Limited.
In October 2006, Progressive Enterprises announced a Discount Fuel Scheme with Gull Petroleum
and Shell to offer discounts on petrol when shoppers spend $40 or more in their Woolworths, Foodtown or Countdown Stores. This scheme is similar to the one their Parent company Woolworths Limited offers in Australia. Foodstuffs
stores countered this with the same offer at BP and their own New World
and Pak'n Save
fuel sites.
In July 2008, Onecard, which was previously only available to Woolworths and Foodtown customers, was extended to Countdown.
Major store operations are handled in Progressive Enterprises's head office in Mangere, Auckland. The stores are divided in between 10 areas. Each area has an Area Manager, and all areas are support by a National Operations Manager. Previously, the areas were split in North and South regions, with 5 areas each.
Pricing and specials are divided into two regions: North Island and South Island. Internally, the North Island region is further subdivided into two sub-divisions: Upper and Lower, which are only used for competition against main competitor Foodstuffs (who have two pricing regions in the North Island).
Countdown also provides New Zealand wide services through its online grocery shop.
, and in Christchurch
. Deliveries are made daily to stores.
Chilled and frozen goods are supplied to stores by third party logistics operator Versacold
. They operate three distribution centres in Auckland, Palmerston North and Christchurch, and deliver to stores daily.
Produce is supplied to stores by third party Freshmax. Fruit and vegetables from across New Zealand and the world are sent to the three distribution centres in Auckland, Wellington, and Christchurch, where they are shipped to stores daily. However, only certain stores in the Auckland area receive a Sunday delivery.
In recent years, Countdown, as well as Foodtown and Woolworths, have moved away from having on-site butcheries and have moved to centralised facilities. Cabinet Ready Meat (CRM: pre-cut and pre-packed meat) is supplied to non-butchery stores from a central plant in Auckland. Due to the complications of logistics in shipping CRM to the South Island, all South Island Countdowns retain their butcheries.
and discount supermarket Pak'n Save
.
In terms of pricing, Countdown generally places on par with New World or in between the two. In a September 2009 Consumer magazine survey, Countdown was placed third in Auckland, with a basket of 40 brand items costing $136, $4 behind New World and $21 behind Pak'n Save.
However, a year earlier in September 2008, a Consumer magazine survey placed Countdown second in Auckland, with a basket of 15 private label items costing $38.24, only $0.91 behind fellow Progressive brand Woolworths (the Woolworths store in question has since become a Countdown), and $1.87 ahead of the nearest rival, Pak'n Save.
.
On stores, the slogan is missing and the word "Countdown" is white. The logo and name sit on a black background.
Countdown's current slogan is "Shop Smarter", which was introduced in mid-2009 to the Countdown, Woolworths and Foodtown brands. The new slogan also accompanied the introduction of "The Smart Shopper", a series of 60-second thrice-weekly television segment hosted by Richard Till.
that is loaded into the POS system via the EFTPOS terminal. Apart from giving discounts on "Onecard specials" (specials only available to Onecard holders), points are accumulated for spending whole $10 units or buying products with Onecard bonus points. These points are automatically redeemed four times a year for cash vouchers. The Onecard is also used for competitions - entry is automatic when the Onecard is swiped after filling competition conditions (e.g. buying a specific product).
Unlike membership-loyalty schemes in most retail outlets, Countdown's Onecard specials are the predominant visible price on member-discounted products; you have to look closer to see the non-member price, which is typically above the price available at competing supermarkets.
petrol stations
.
New Zealand
New Zealand is an island country in the south-western Pacific Ocean comprising two main landmasses and numerous smaller islands. The country is situated some east of Australia across the Tasman Sea, and roughly south of the Pacific island nations of New Caledonia, Fiji, and Tonga...
full-service supermarket
Supermarket
A supermarket, a form of grocery store, is a self-service store offering a wide variety of food and household merchandise, organized into departments...
chain, owned by Woolworths Limited
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...
. Founded in 1981, Countdown is now the flagship brand of Progressive Enterprises, Woolworths' New Zealand supermarket subsidiary, with 133 supermarkets across New Zealand. It is the nation's second largest supermarket chain in terms of stores, one store behind New World
New World (supermarket)
New World is a New Zealand full-service supermarket chain owned by the Foodstuffs cooperative.Founded in 1963, New World was the first American-style full-service supermarket brand of Foodstuffs, and the second in New Zealand...
's 134 stores.
Although stores vary in size, Countdown stores are normally larger than average (newer supermarkets are around 4000 square metre) and are able to sell products slightly more cheaply than smaller Foodtown
Foodtown
| area_served =| key_people =| industry = Retail| products =| services =| market cap =| revenue =| operating_income =| net_income =| assets =| equity =| owner =...
and Woolworths
Woolworths Supermarkets (New Zealand)
Woolworths is a New Zealand supermarket chain and a unit of Woolworths Limited.- 1929 - 1979 Woolworths :Founded in 1929 by Percy Christmas, the chain was separated from the parent company Woolworths Limited in Australia and was called Woolworths New Zealand...
supermarkets.
"New Generation" Countdowns - those that have been built or refurbished since mid-2008 - have 30% of their retail floor space dedicated to fresh foods, a wider range of products (up to 30,000 items), and energy-efficient and sustainable heating and refrigeration systems. Older Countdowns follow the pattern of other New Zealand supermarkets.
In September 2009, Progressive Enterprises announced it would re-brand all its Foodtown and Woolworths stores to Countdown over the next five years as stores are refurbished.
History
Papanui
Papanui is a major suburb of Christchurch New Zealand. It is sited five kilometers to the northwest of the city centre. Papanui is a middle socio-economic area with a population of 3,543 consisting predominantly of Pākehā 92.3%, Māori 5.7%, Pacific peoples 2.5%, Asian 5.0%, Middle Eastern/Latin...
, Christchurch. This business was established by Rattrays Wholesale and gained momentum through this decade. The Rattrays Wholesale Group included the Rattrays Cash and Carry warehouses, tobacco vans, now known as the Red Arrow Distributors fleet and also included the SuperValue group of franchised supermarkets and now operating as SuperValue/FreshChoice.
In 1992, Foodland Associated Limited (FAL) Australia, purchased the Countdown/Rattrays business. This acquisition was then followed by gaining a majority share holding in Progressive Enterprises Limited, including General Distributors Limited, trading as the Foodtown.
In October 1993, Foodland Associated Limited (FAL) brought the majority shareholding in Progressive Enterprises from Coles Myer and shortly after brought all remaining public shares and delisted Progressive from the New Zealand stock exchange. With this purchase, Progressive Enterprises became the parent company for a number of FAL brands. Progressive Enterprises consisted of Foodtown Supermarkets
Foodtown
| area_served =| key_people =| industry = Retail| products =| services =| market cap =| revenue =| operating_income =| net_income =| assets =| equity =| owner =...
, Countdown, Georgie Pie
Georgie Pie
Georgie Pie was a fast food chain owned by supermarket operator Progressive Enterprises that hoped to be "New Zealand’s own homegrown alternative to the global fast-food industry giants such as McDonald’s, Pizza Hut and Burger King."-History:...
, Rattrays and Supervalue
SuperValue
SuperValue is a supermarket chain store in New Zealand founded in the 1960s. Along with supermarket chain FreshChoice, it is franchised by Wholesale Distributors Limited, a division of Progressive Enterprises Ltd which is owned by Woolworths Limited....
.
On June 17, 2002, Progressive Enterprises Ltd bought Woolworths (NZ) Ltd from Hong Kong based owners Dairy Farm Group
Dairy Farm International Holdings
Dairy Farm International Holdings Limited is a retail company in Asia, with a legal base in Bermuda. A member of the Jardine Matheson Group, it is a leading pan-Asian retailer which processes food, wholesales food and personal hygiene products in the Pacific region and in China. Jardine Strategic,...
. The sale saw Progressive's supermarket brands Foodtown, Countdown, 3 Guys, SuperValue and FreshChoice joined by Woolworths, Big Fresh
Big Fresh
Big Fresh was opened in 1988 with its first store in Mount Wellington Auckland. Big Fresh offered a wide range of fresh foods, discount groceries in large market-style store. The concept for Big Fresh was based on a Farmers Market with their focus being on their extensive range of fresh foods...
and Price Chopper
Price Chopper (New Zealand)
Price Chopper was part of the Woolworths New Zealand Supermarket Group, their brands included: Woolworths, Big Fresh and Price Chopper.- History :The Price Chopper format evolved as a discounter with a limited fresh foods offer in 1987...
. As a result, PEL increased its share of the NZ grocery market to approximately 45%.
During the period of 1993-2005, Countdown evolved from a Foodmarket type format offering mainly groceries to a Full Service Discount Supermarket. The stores vary in size due to the consolidation of brands after the merger with Woolworths (NZ) Ltd. Many Big Fresh, Price Chopper and 3 Guys stores were rebranded to Coundown stores during after this merger.
On November 24, 2005, Australian company Woolworths Limited purchased Progressive Enterprises Limited from Foodland Associated Limited.
In October 2006, Progressive Enterprises announced a Discount Fuel Scheme with Gull Petroleum
Gull Petroleum
Gull Petroleum is a Perth, Western Australian based petroleum company, which retails fuel in Western Australia and New Zealand....
and Shell to offer discounts on petrol when shoppers spend $40 or more in their Woolworths, Foodtown or Countdown Stores. This scheme is similar to the one their Parent company Woolworths Limited offers in Australia. Foodstuffs
Foodstuffs
Foodstuffs is a group of three New Zealand grocery and liquor retailers' cooperatives based in Auckland, Wellington and Christchurch which collectively control an estimated 57% of the New Zealand grocery market...
stores countered this with the same offer at BP and their own New World
New World (supermarket)
New World is a New Zealand full-service supermarket chain owned by the Foodstuffs cooperative.Founded in 1963, New World was the first American-style full-service supermarket brand of Foodstuffs, and the second in New Zealand...
and Pak'n Save
Pak'n Save
Pak'n Save is a New Zealand discount food warehouse chain owned by the Foodstuffs cooperative.Founded in 1985, Pak'n Save was the last of the five current major New Zealand supermarkets to be founded...
fuel sites.
In July 2008, Onecard, which was previously only available to Woolworths and Foodtown customers, was extended to Countdown.
Operations
As of August, there are a total of 104 Countdown supermarkets operating throughout the North and South Islands of New Zealand.Major store operations are handled in Progressive Enterprises's head office in Mangere, Auckland. The stores are divided in between 10 areas. Each area has an Area Manager, and all areas are support by a National Operations Manager. Previously, the areas were split in North and South regions, with 5 areas each.
Pricing and specials are divided into two regions: North Island and South Island. Internally, the North Island region is further subdivided into two sub-divisions: Upper and Lower, which are only used for competition against main competitor Foodstuffs (who have two pricing regions in the North Island).
Countdown also provides New Zealand wide services through its online grocery shop.
Logistics
All grocery items and general merchandise is supplied to stores through one of three distribution centres: at the head office in Auckland, in Palmerston NorthPalmerston North
Palmerston North is the main city of the Manawatu-Wanganui region of the North Island of New Zealand. It is an inland city with a population of and is the country's seventh largest city and eighth largest urban area. Palmerston North is located in the eastern Manawatu Plains near the north bank...
, and in Christchurch
Christchurch
Christchurch is the largest city in the South Island of New Zealand, and the country's second-largest urban area after Auckland. It lies one third of the way down the South Island's east coast, just north of Banks Peninsula which itself, since 2006, lies within the formal limits of...
. Deliveries are made daily to stores.
Chilled and frozen goods are supplied to stores by third party logistics operator Versacold
VersaCold
VersaCold is a Vancouver, British Columbia based company that provides warehouse and distribution services.-Profile:VersaCold, founded in 1946, operates 73 modern, temperature-controlled warehouses across Canada and in the US, Argentina, Australia, and New Zealand, with a combined storage capacity...
. They operate three distribution centres in Auckland, Palmerston North and Christchurch, and deliver to stores daily.
Produce is supplied to stores by third party Freshmax. Fruit and vegetables from across New Zealand and the world are sent to the three distribution centres in Auckland, Wellington, and Christchurch, where they are shipped to stores daily. However, only certain stores in the Auckland area receive a Sunday delivery.
In recent years, Countdown, as well as Foodtown and Woolworths, have moved away from having on-site butcheries and have moved to centralised facilities. Cabinet Ready Meat (CRM: pre-cut and pre-packed meat) is supplied to non-butchery stores from a central plant in Auckland. Due to the complications of logistics in shipping CRM to the South Island, all South Island Countdowns retain their butcheries.
Current Leadership Team
| Peter Smith Managing Director |
| Dave Chambers General Manager Supermarket Operations |
| Brett Ashley General Manager Fresh |
| Elizabeth Ryley General Manager Marketing and Communications |
| Murray Johnston General Manager Merchandise |
| Richard Manaton General Manager Strategic Planning |
| Gideon Thomas General Manager Finance and Administration |
| Gillian Davie General Manager - Human Resources |
Competition
Countdown's main competitors are Foodstuffs-owned full-service supermarket New WorldNew World (supermarket)
New World is a New Zealand full-service supermarket chain owned by the Foodstuffs cooperative.Founded in 1963, New World was the first American-style full-service supermarket brand of Foodstuffs, and the second in New Zealand...
and discount supermarket Pak'n Save
Pak'n Save
Pak'n Save is a New Zealand discount food warehouse chain owned by the Foodstuffs cooperative.Founded in 1985, Pak'n Save was the last of the five current major New Zealand supermarkets to be founded...
.
In terms of pricing, Countdown generally places on par with New World or in between the two. In a September 2009 Consumer magazine survey, Countdown was placed third in Auckland, with a basket of 40 brand items costing $136, $4 behind New World and $21 behind Pak'n Save.
However, a year earlier in September 2008, a Consumer magazine survey placed Countdown second in Auckland, with a basket of 15 private label items costing $38.24, only $0.91 behind fellow Progressive brand Woolworths (the Woolworths store in question has since become a Countdown), and $1.87 ahead of the nearest rival, Pak'n Save.
Marketing and Branding
Countdown's current branding was introduced on 21 September 2009. The word "Countdown" remained the red of the older logo, but with a slightly different font. The light green background disappeared and a logo and the slogan "Shop Smarter" was added. The logo - representing fresh produce - is also used by Woolworths stores in AustraliaAustralia
Australia , officially the Commonwealth of Australia, is a country in the Southern Hemisphere comprising the mainland of the Australian continent, the island of Tasmania, and numerous smaller islands in the Indian and Pacific Oceans. It is the world's sixth-largest country by total area...
.
On stores, the slogan is missing and the word "Countdown" is white. The logo and name sit on a black background.
Countdown's current slogan is "Shop Smarter", which was introduced in mid-2009 to the Countdown, Woolworths and Foodtown brands. The new slogan also accompanied the introduction of "The Smart Shopper", a series of 60-second thrice-weekly television segment hosted by Richard Till.
Loyalty schemes
Countdown has two major loyalty schemes, which it shares with both the Woolworths and Foodtown brands.onecard
Onecard is Countdown's discount and rewards programme, introduced to Countdown in July 2008 after previously only being available at Foodtown and Woolworths stores. The actual Onecard is a standard magnetic stripe cardMagnetic stripe card
A magnetic stripe card is a type of card capable of storing data by modifying the magnetism of tiny iron-based magnetic particles on a band of magnetic material on the card...
that is loaded into the POS system via the EFTPOS terminal. Apart from giving discounts on "Onecard specials" (specials only available to Onecard holders), points are accumulated for spending whole $10 units or buying products with Onecard bonus points. These points are automatically redeemed four times a year for cash vouchers. The Onecard is also used for competitions - entry is automatic when the Onecard is swiped after filling competition conditions (e.g. buying a specific product).
Unlike membership-loyalty schemes in most retail outlets, Countdown's Onecard specials are the predominant visible price on member-discounted products; you have to look closer to see the non-member price, which is typically above the price available at competing supermarkets.
Fuel discounts
Introduced in 2006, Countdown supermarkets offer fuel discounts for all transactions of $40 and over (as of September 2009). These discounts can be redeemed at Shell/Z, and GullGull Petroleum
Gull Petroleum is a Perth, Western Australian based petroleum company, which retails fuel in Western Australia and New Zealand....
petrol stations
Filling station
A filling station, also known as a fueling station, garage, gasbar , gas station , petrol bunk , petrol pump , petrol garage, petrol kiosk , petrol station "'servo"' in Australia or service station, is a facility which sells fuel and lubricants...
.
Private Label brands
Countdown has six private label brands - of which all except Signature Range are in common with private label brands of Woolworths Supermarkets Australia.- Woolworths Home Brand - low-cost everyday grocery items
- Signature Range - everyday grocery items, on par with branded products (previously owned by (FAL) Foodland Associated Limited in Western Australia which operated the Action Supermarkets, Supa Valu and Dewsons.
- Woolworths Select / Signature Range Select - high-end grocery products
- Woolworths Naytura
- Woolworths Freefrom - grocery items for specific dietary requirements
- Woolworths Essentials - general merchandise
See also
- WoolworthsWoolworths Supermarkets (New Zealand)Woolworths is a New Zealand supermarket chain and a unit of Woolworths Limited.- 1929 - 1979 Woolworths :Founded in 1929 by Percy Christmas, the chain was separated from the parent company Woolworths Limited in Australia and was called Woolworths New Zealand...
- FoodtownFoodtown| area_served =| key_people =| industry = Retail| products =| services =| market cap =| revenue =| operating_income =| net_income =| assets =| equity =| owner =...
- Woolworths LimitedWoolworths LimitedWoolworths 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...
- Progressive EnterprisesProgressive EnterprisesProgressive Enterprises Limited is an Australian owned company operating in New Zealand, and a subsidiary of the Australian retail group Woolworths Limited....
- Woolworths Supermarkets Australia
- Big FreshBig FreshBig Fresh was opened in 1988 with its first store in Mount Wellington Auckland. Big Fresh offered a wide range of fresh foods, discount groceries in large market-style store. The concept for Big Fresh was based on a Farmers Market with their focus being on their extensive range of fresh foods...
- Price ChopperPrice Chopper (New Zealand)Price Chopper was part of the Woolworths New Zealand Supermarket Group, their brands included: Woolworths, Big Fresh and Price Chopper.- History :The Price Chopper format evolved as a discounter with a limited fresh foods offer in 1987...