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Countdown (supermarket)

Countdown is a New Zealand full-service supermarket chain and subsidiary of Woolworths NZ, itself a subsidiary of Australia's Woolworths Limited. Countdown stores are normally larger than the average New Zealand supermarket. The first Countdown store opened in 1981 and the chain has expanded to 180 stores as of 2018.[1] It is the largest single supermarket chain in New Zealand in terms of number of stores, although the rival Four Square chain has a larger number of premises including smaller retail stores in rural areas.

Founded1981; 37 years ago (1981)
Number of locations
Key people
Natalie Davis - Managing Director
OwnerWoolworths Limited
Number of employees
18,000 +
ParentWoolworths NZ



Foodtown, Central Auckland, 2008
The same building rebranded as Countdown, 2010

In May 1981, the first Countdown market opened at Northlands Mall in Papanui, Christchurch. This business was established by Rattrays Wholesale. 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 2006, Foodland Associated Limited (FAL) Australia, purchased the Countdown/Rattrays business. This acquisition was then followed by gaining a majority share holding in Woolworths NZ (formally Progressive Enterprises Limited), including General Distributors Limited, trading as the Foodtown.

In October 1993, Foodland Associated Limited (FAL) bought the majority shareholding in Woolworths NZ from Coles Myer and, shortly after, bought all remaining public shares and delisted Woolworths NZ from the New Zealand stock exchange. With this purchase, Woolworths NZ became the parent company for a number of FAL brands. Woolworths NZ consisted of Foodtown Supermarkets, Countdown, Georgie Pie, Rattrays and Supervalue.

On 17 June 2002, Woolworths NZ bought Woolworths Supermarkets (NZ) Ltd from Hong Kong-based owners Dairy Farm Group. The sale saw Woolworths NZ's supermarket brands Foodtown, Countdown, 3 Guys, SuperValue and FreshChoice joined by Woolworths Supermarkets (NZ), Big Fresh and Price Chopper. As a result, Woolworths NZ increased its share of the NZ grocery market to approximately 45%.

In 2003 Woolworths NZ closed its Auckland and Christchurch distribution centres and rehired the redundant workers.

During the period of 1993-2005, Countdown changed 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. A number of Big Fresh, Price Chopper, and 3 Guys stores were rebranded to Countdown stores during after this merger.

On 24 November 2005, Australian company Woolworths Limited purchased Woolworths NZ from Foodland Associated Limited.

In October 2006, Woolworths NZ 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 was similar to the one their parent company Woolworths Limited offered in Australia. The Australian Competition and Consumer Commission investigated[2] whether this activity was anticompetitive, the result of which was an undertaking by the parent company to change its methods of offering fuel discounts in Australia. Foodstuffs stores in New Zealand also offered fuel discounts at BP and their own New World and Pak'nSave fuel sites.

In July 2008, Onecard, which could previously only be used at Woolworths and Foodtown, was extended to Countdown.

In September 2009, Woolworths NZ announced it would re-brand all its Foodtown and Woolworths stores to Countdown as stores were refurbished.[3] The final Foodtown and Woolworths to re-brand were Browns Bay and Meadowlands respectively, both on 14 November 2011. A single Woolworths outlet continues to operate at Mount Maunganui's Bayfair Shopping Centre.[4] The store was not rebranded because a Countdown already existed at the centre.[5] The suburb of Johnsonville, Wellington and the City of Upper Hutt, in Northern Wellington Region, both have two Countdown stores less than 150 m (160 yd) apart - the result of one pre-existing Countdown store and one larger rebranded Woolworths store. Both stores stock a similar range of products. The same situation occurs in Napier whereby there are two Countdown Stores directly across the road from each other. In terms of branding, the pre-existing Countdowns (Countdown stores existing before the initial rebranding) generally still retain the old style logo (although some have been updated) but the rebranded Woolworth/Foodtown stores have been updated to display the new style logo.

On 10 December 2012, Countdown launches its first Countdown branded in-store Pharmacy.[6]

On 3 November 2014, Countdown began selling low-cost travel and life insurance through a deal with insurance giant Cigna.[7]

On 1 August 2016, Countdown began its partnership with BP and Caltex through the AA Smartfuel program to offer fuel discounts, replacing its partnership with Z.[8] The partnership with Gull continued until October 2016.[9]


As of September 2018 there are a total of 180 Countdown supermarkets operating throughout the North and South Islands of New Zealand.[1]

Major store operations are handled in Woolworths NZ's head office in Mangere, Auckland. The stores are divided in between 10 areas. Each area has an Area Manager (or Group Manager as they are sometimes called), and all areas are supported by a National Operations Manager. Previously, the areas were split into 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.

Countdown also provides New Zealand wide online grocery delivery (excluding Waiheke Island) services through its online grocery shop.

"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 than older Countdown stores (up to 30,000 items[10]), and heating and refrigeration systems that are more energy-efficient and sustainable than older Countdown stores.


All grocery items and general merchandise is supplied to stores through one of four distribution centres: at the head office in Auckland (National DC), one in Wiri (Upper North Island DC), in Palmerston North (Lower North Island), and in Christchurch (South Island). Deliveries are made daily to stores.[11]

Chilled and frozen goods are supplied to stores by third party logistics operator Versacold. They operate three distribution centers in Auckland, Palmerston North and Christchurch, and deliver to stores daily.[11]

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 centers in Auckland, Wellington, and Christchurch, where they are shipped to stores daily. However, only certain stores receive a Sunday delivery.[11]

In recent years, Countdown has moved away from having on-site butcheries and have moved to centralized 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 have retained their butcheries.


Countdown's main competitors are both owned by co-operative Foodstuffs Limited - the other player in the New Zealand supermarket duopoly - in the form of full-service supermarket chain New World (with 140 stores across NZ) and lower-cost 'food warehouse' PAK'nSAVE (57 supermarkets mainly concentrated in large, urban/suburban areas).

In terms of pricing, Countdown generally places on par with Pak'Save 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, four dollars above New World and $21 above Pak'n Save.[12] 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 Woolworths NZ's brand Woolworths (the Woolworths store in question has since become a Countdown), and $1.87 ahead of the nearest rival, Pak'n Save.[13]

Marketing and brandingEdit

Former Countdown (supermarket) logo still used until 2018.

The current Countdown branding was introduced on 21 September 2009. The word "Countdown" reused the original logo's red colour, but with a newly adapted font-type. The previous light green background was replaced with a white one and a logo with the "Shop Smarter" slogan was added. The logo - representing fresh produce - is also used by Australian Woolworths outlets.

On stores, the slogan is missing and the word "Countdown" is white. The logo and name sit on a dark grey background. On newer Countdowns, however (those built after 2013) the logo and name sit on a dark green background. Some older stores still have the old branding, which is the lettering 'Countdown' in red or orange on either a light or dark green background.

"Shop Smarter" - Countdown's current slogan 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 twice-weekly television segment hosted by Richard Till.[14]

Countdown Kids Hospital AppealEdit

From August to November every year, every Countdown store around the country fundraisers to help sick children around the country. Some of the ways the raise money include, selling $2 wristbands, and $5 raffle tickets for purchase by customers.[15]

Food donationsEdit

In 2011 Countdown put a formal structure in place, partnering with the Salvation Army to launch Countdown Food Rescue. This nationwide program ensures that food that can’t be sold but is still fit for consumption is put to good use. They also donate a large trolley full of food from each of their 180 stores every year at Christmas.

Loyalty schemesEdit

Countdown has two major loyalty schemes called Onecard and Onecard Visa


Countdown uses a discount and rewards programme called "OneCard" which was introduced in July 2003 and was shared by the Woolworths and Foodtown brands. The actual Onecard is a standard magnetic stripe card that is loaded into the POS system via the EFTPOS terminal. Countdown's Onecard specials are the predominantly visible price on member-discounted products. The non-promotional price is displayed below.[16]

Onecard VISAEdit

Onecard VISA is a VISA card based on Onecard. It is the same as the regular VISA cards and has additional rewards features.[17]

Fuel discountsEdit

Introduced in 2006, Countdown supermarkets began offering fuel discounts for transactions of $40 and over (as of September 2009). In August 2016 fuel discounts redeemable at BP, Caltex and Gull petrol stations replaced the former arrangement with Shell/Z.

Private label brandsEdit

Countdown has nine private label brands - of which all except Signature Range and 'Countdown' branded products are in common with private label brands of Woolworths Supermarkets Australia.

  • Countdown Value / Countdown Everyday / Countdown Finest - branding for fresh items, replacing the old 'Fresh Zone' brand.
  • Woolworths Homebrand - 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 / Free From Gluten - grocery items for specific dietary requirements
  • Macro / Macro Free Range / Macro Organic - grocery products sustained from organic and free range sources)
  • Woolworths Essentials - general merchandise
  • Gold - High-end speciality grocery products

In 2016 Countdown began the process of merging their Homebrand, Select and Signature Range brands to their Woolworths Essentials and Countdown Value / Everyday / Finest Brand. The Homebrand brand will be converted to Essentials and the Select and Signature range to the Countdown brand over the course of 2016, 2017 and 2018. This re-branding is expected to be completed by 2018. Countdown will still retain the Free From, Macro and Gold Brands

See alsoEdit


  1. ^ a b c "Countdown - Our Company". Countdown. Retrieved 22 June 2016.
  2. ^ "Coles and Woolworths undertake to cease supermarket subsidised fuel discounts". Australian Competition and Consumer Commission. 6 December 2013. Retrieved 20 July 2017.
  3. ^ Slade, Maria (21 September 2009). "Supermarkets rebranded in $1b overhaul". The New Zealand Herald. Retrieved 26 September 2011.
  4. ^ "Woolworths". Bayfair Shopping Centre. Retrieved 24 January 2012.
  5. ^ "Countdown". Bayfair Shopping Centre. Retrieved 24 January 2012.
  6. ^ "First Countdown pharmacy opens". 10 December 2012.
  7. ^ "Countdown checks out insurance opportunity". 3 November 2014.
  9. ^ "No more fuel dockets from Countdown". The Post. 10 October 2017. Retrieved 2 December 2017.
  10. ^ "New Generation Countdown | Woolworths NZ". 2009-09-21. Retrieved 2012-01-20.
  11. ^ a b c "Progressive Enterprises - Our Company - Progressive Enterprises Limited". Retrieved 2010-08-14.
  12. ^ "Where to find the cheapest groceries". 2009-09-11. Retrieved 2009-12-17.
  13. ^ "Upmarket rivals steal Pak'nSave cheap label". 2008-09-17. Retrieved 2009-12-17.
  14. ^ "Smart Shopper Launch | Progressive Enterprises Limited". 2009-06-08. Retrieved 2012-01-20.
  15. ^ "Countdown Kids Hospital Appeal". 4 August 2014.
  16. ^ "Onecard FAQs". Retrieved 13 June 2016.
  17. ^ "Onecard rewards point FAQs". Retrieved 13 June 2016.

External linksEdit