How Shoprite wants to out-posh Woolies
Competition in food retailing is now more intense than ever, and Shoprite’s Checkers is determined to challenge Woolworths on its quality food offering
One would be inclined to think that Shoprite was having Woolworths tendencies when it launched a range of ready-to-eat meals that included osso buco. Across its formats, Shoprite’s distinction has been that it was a largely primitive offering selling cheaply, and it has continued to make fat profits from this. Now the discounter, through its Checkers stores, is moving upmarket to capture spend from the country’s wealthier shoppers. Its timing could not have been better. The food retailing environment is more competitive than it’s ever been, making no-one impervious. Shoprite’s plan is to open fancier-looking Checkers stores with coffee bars and taste stations in mostly affluent areas and to extend the range of high-margin private-label products. The company has also recruited more food technologists to develop a convenience offering that includes pizzas, salads, pastas and soups.Eight new Checkers stores were opened in the past year, with a further 14 to be added in the current year...
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