Open main menu

Woolworths Supermarkets

  (Redirected from Woolworths (supermarkets))

Woolworths Supermarkets (trading as Woolworths and colloquially known as "Woolies") is an Australian supermarket/grocery store chain owned by Woolworths Group. Founded in 1924, Woolworths along with Coles forms a near-duopoly of Australian supermarkets accounting for about 80% of the Australian market.[4][5][6]

Woolworths Supermarkets
Woolworths Supermarkets
Founded5 December 1924; 94 years ago (1924-12-05) as Wallworths Bazaar Ltd.
Number of locations
Key people
Brad Banducci – CEO, Woolworths Group
Claire Peters – Managing Director, Woolworths Supermarkets [2]
RevenueIncrease A$56.726 billion (2018)[2]
OwnerWoolworths Limited
Number of employees
ParentWoolworths Group
A Woolworths Store in 1951 on Sydney Road, Manly.
The Woolworths supermarkets logo, used from 1987 until early 2009

Woolworths mostly specialises in selling groceries (vegetables, fruit, meat, packaged foods, etc.), but also sells magazines, DVDs, health & beauty products, household products, pet and baby supplies and stationery items. Woolworths currently operates about 1000 stores across Australia: 976 Supermarkets and an additional 19 "Metro" convenience stores carrying the same logo.[7] Woolworths also operates Woolworths Online (at, originally known as "HomeShop", as a "click and collect" and home shopping delivery service.


Woolworths Group, formerly called Woolworths Limited, was founded in September 1924, originally under the name "Wallworths Bazaar Ltd.", a play on the internationally renowned Frank Winfield Woolworth name. After discovering the name had not been registered in Australia, and Woolworths had no plans for overseas expansion, the company became "Woolworths Limited" on 22 September 1924.[8] Following the company's first "Bargain Basement" opening in the Imperial Arcade, on Sydney's Pitt Street, there was little interest in shareholders to accelerate the brand's growth. However, as trading continued and shareholders brought more capital, the dividends paid by the company increased from 5% to 50% after its third year of operation.

Consumer interest in the company grew after December 1924, as more branches of the store were established across Australia. Woolworths stores began selling a variety of goods, claiming the cheapest prices as well as money back guarantees.[9] At the forefront of innovation in Australia, Woolworths stores became the first variety store in the world to install receipt printing cash register machines in 1926.[10] Nearly twenty years after the company's establishment, Woolworths had a store in every state in Australia, following the opening of their Hobart store in 1940.[11] With the company and its stores doing successfully, Woolworths began to experiment with expanding their grocery range; more stores began stocking fresh fruits and vegetables and a larger range of food. As Woolworths began to gradually transition to becoming exclusively a grocery store, this saw the creation of the first "Big W" store in 1955, the brand's department store counterpart. As of January 2017, approximately 99% of all Woolworths Supermarkets currently use the green apple Woolworths logo. Some suburban stores still use the old logo in Australia.[citation needed]

In 2018, Woolworths made a historical decision to ban single-use plastic bags during checkout, along with Coles.[12] It's been reported in the first 3 months following the ban, Australian's plastic bag use dropped by 80%, leading to 1.5 billion fewer bags going to landfill.[13]


In 1982, Woolworths acquired two Tasmanian grocery brands: Roelf Vos and Purity, which were converted into Woolworths in 2000. The biggest buyout from Woolworths came in 1985, after American supermarket giant Safeway had amalgamated with an independently owned Victorian supermarket in 1961; establishing the Safeway brand in Australia. Woolworths took over Safeway Australia in 1985, which had stores in Victoria and Queensland. All stores in Queensland were rebranded as Woolworths supermarkets, however the Victorian stores remained trading under the Safeway name. A newly stylised Safeway logo was created to match the Woolworths brand.[14] In 2008, Woolworths launched a new logo for its supermarket division so began phasing out the Safeway name on Victorian stores, rebranding them as Woolworths supermarkets. The entire re-branding process had been calculated to take approximately five years, which was completed in early 2013. However, several stores were still operating as Safeway past the expected completion period. In June 2017, the last remaining Safeway supermarket in Wodonga closed, and was replaced with a new Woolworths store, ending the Safeway brand in Australia after 54 years.[15]


In 1987, Woolworths launched their "The Fresh Food People" campaign, the fundamental campaign that existed until 2012, when they slightly modified their long-running slogan with "Australia's Fresh Food People" to promote the fact that 96% of fresh produce sold in Woolworths supermarkets is grown in Australia.[16] In 2014 they brought the original "The Fresh Food People" slogan along with a new commercial lineup.

Loyalty schemesEdit

Loyalty schemes include 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.

Woolworths Rewards and credit cardEdit

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.[17] In addition it allows Woolworths to record purchases made by customers to offer them relevant promotions and for studies in demographics and marketing,[18] hence incentives for customers who register their details. This followed Woolworths' announcement that it was planning to launch a general purpose credit card in 2008.[19] Woolworths is expected to offer these credit cardholders reward vouchers redeemable throughout its store network.[20] 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.[21][22]

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[23]) by the end of May 2008. During the NSW trial, 50,000 cards were issued to customers.[24]

Woolworths stated in June 2008 that "well over a million" shoppers had taken a card and registered their details.[25] In August 2008, Woolworths stated that there were 3.8 million cards on issue, with 2.4 million cards registered.[26]

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.[27] On 26 October 2015 Woolworths announced that, from 1 January 2016, customer loyalty cards would no longer earn Qantas Frequent Flyer points. Instead they will receive more discounts on groceries. The new discount program came into effect on 28 October 2015. Everyday Rewards cardholders will be sent 'Woolworths Rewards' cards.[28]

On 31 August 2016, in response to customer feedback, Woolworths made significant changes to the rewards program. Cardholders are able to earn 1 point per $1 spent on eligible products at Woolworths Supermarkets and Caltex Woolworths branded fuel outlets. When 2000 points have been accrued, a $10 discount can be applied to their next eligible transaction in Woolworths Supermarkets.[29] Customers also have the choice to "bank" their discounts until Christmas time, with the discounts able to be spent from 1 December until 1 January each year.[30] Woolworths also reintroduced the ability to earn Qantas Frequent Flyer points when customers use their Rewards card. When 2,000 points have been accrued, instead of receiving a $10 discount, those points can be periodically converted to Frequent Flyer points at a rate of 43.5 Frequent Flyer points per 100 Woolworths Rewards points.[29]

Frequent Shopper ClubEdit

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 1992. It is still in use today.[31]

The program offers a $20 voucher for every 2000 points accrued. The program offers no online access or signup.

As of November 2017, Woolworths launched a basic website for the Frequent Shopper Club.

Private label brandsEdit

Woolworths has a range of generic or private label brands:

  • Essentials

A budget label covering everyday household products and groceries. Products within this range typically feature a red and white Woolworths logo on the top left corner on the front side of the packaging.[32]

  • Woolworths Food Range

Woolworths' most populous own brand range, it features food lines in all categories across the store. Products in this range feature a green and white logo. Customer can become part of a food sampling group called "Bunch" in order to test foods within this range and provide feedback to make improvements.[33]

  • Gold

This own brand features premium products which are usually only available around Christmas time, and include products such as Christmas puddings, fruit mince pies and cakes.[34]

  • Macro Wholefoods Market

Macro features a range of foods that are free from artificial sweeteners, colours, flavours, added MSG and hydrogenated oils. Many products in this range are promoted as organic foods.[35]

  • Delicious Nutritious

This range is a collaboration between Woolworths and Australian personal trainer Michelle Bridges. The range is exclusively chilled and frozen meals, all of which include 2-3 serves of vegetables, grains and protein, and are all under 450 calories per serve.[36]

  • The Odd Bunch

This is a fresh produce brand which features fruit and vegetables, such as carrots, lemons and apples, that are oddly shaped or are otherwise imperfect. These products are sold at a cheaper price as a compromise to this.[37]

A Woolworths store in western Sydney

Other Woolworths Limited supermarketsEdit

  • Woolworths used to trade as Safeway in all Victorian locations. From 2008, Safeway branded stores have been progressively branded as Woolworths. The entire re-branding process had been calculated to take approximately five years, ending in early 2013; however, some stores still traded under Safeway branding after the expected completion period. In June 2017, the last Safeway store in Wodonga closed and was converted to a Woolworths, ending the existence of the Safeway brand in Australia after 54 years. Caltex Safeway also operated in Victoria service stations until they converted to Caltex Woolworths from 2010.
  • 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 was a discount supermarket chain located in Queensland and New South Wales. Since 2010 stores were either closed or rebranded to Woolworths with the last store rebranded to Woolworths in 2018.
  • Flemings is a group of four supermarkets located in Sydney and the Central Coast. There are few of the stores left.
  • Woolworths launched Thomas Dux Grocer in two New South Wales locations in 2008. Thomas Dux Grocer stores had a larger fresh food offering than traditional Woolworths stores, along with a larger delicatessen section.[38] At its peak the chain had 11 stores. From 2014 Woolworths had started to close stores, with the whole chain ceasing operation by late 2017. Three of the stores were retained under the "Woolworths Metro" brand; the other seven were either closed entirely or sold to other businesses.
  • From 2013, Woolworths launched a chain of convienence stores called "Woolworths Metro". First launching in Sydney, the chain now has over 40 stores across Australia. Three of them are former Thomas Dux Grocer stores, while others are mostly placed within the CBD of any given state, with a few exceptions of stores being in suburbs close to the city centre.



  1. ^ "Woolworths Supermarkets". Woolworths Limited. Retrieved 13 August 2017.
  2. ^ a b Woolworths Group (1 August 2018). "2018 Annual Report" (PDF).
  3. ^ "Woolworths Supermarkets". Retrieved 27 May 2019.
  4. ^ Zappone, Chris (9 November 2009). "Supermarket duopoly blamed for soaring food prices". The Sydney Morning Herald. Retrieved 29 July 2013.
  5. ^ McGregor, Ken (27 March 2012). "Senator Nick Xenophon moves to smash Coles and Woolworths duopoly". The Advertiser. Retrieved 29 July 2013.
  6. ^ Greenblat, Eli (16 July 2013). "Lion boss adjusts to supermarket duopoly". The Age. Retrieved 29 July 2013.
  7. ^ "Woolworths Supermarkets". Retrieved 29 June 2015.
  8. ^ "Our Story – 1924 September". Woolworths Limited. Retrieved 10 June 2013.
  9. ^ "Our Story – 1924 December". Woolworths Limited. Retrieved 10 June 2013.
  10. ^ "Our Story – 1926 Printing Cash Registers". Woolworths Limited. Retrieved 10 June 2013.
  11. ^ "Our Story – 1940 Woolworths Expands to Tasmania". Woolworths Limited. Retrieved 10 June 2013.
  12. ^ "Woolworths brings forward plastic bag ban". SBS News. Retrieved 4 December 2018.
  13. ^ "We have saved 1.5 billion plastic bags from landfill". News Mail. Retrieved 4 December 2018.
  14. ^ "Our Story – 1985 Safeway". Woolworths Limited. Retrieved 10 June 2013.
  15. ^ "GDP growth at 0.3% … Kogan has plans for NBN market". Smartcompany. 7 June 2017. Retrieved 8 March 2018. Australia’s last existing “Safeway”-branded Woolworths supermarket has closed its doors, reports ABC, with the Wodonga Plaza Safeway shutting down ahead of a new Woolworths-branded supermarket opening up in the region.
  16. ^ "Woolworths unveils fresh 'fresh food' campaign". Inside Retail. Retrieved 27 May 2019.
  17. ^ Fuel change on the cards, Australian Financial Review, 6 September 2007, p. 20
  18. ^ "Everyday Rewards Customer Charter". Woolworths Everyday Rewards. Retrieved 23 August 2008.
  19. ^ "Now it's Woolworths the credit card people". Sydney Morning Herald. 27 August 2007. Retrieved 6 September 2007.
  20. ^ Retailers take on the banks…again, Australian Financial Review, 30 January 2008, pp. 1, 61
  21. ^ "Woolworths launches new credit card". 18 August 2008. Retrieved 18 August 2008.
  22. ^ "Woolies MasterCard debuts in two weeks". The Sheet. 15 August 2008. Archived from the original on 14 August 2008. Retrieved 18 August 2008.
  23. ^ "Everyday Rewards terms and conditions". Woolworths. Retrieved 29 January 2009.
  24. ^ Woolies revs up discount petrol war, Australian Financial Review, 11 February 2008, pp. 1, 15
  25. ^ "Fuel's gold as a million people play cards with Woolworths". Sydney Morning Herald. 5 June 2008. Retrieved 5 June 2008.
  26. ^ "Full Year Results Presentation" (PDF). Woolworths Limited. Retrieved 29 August 2008.
  27. ^ "Full Year Results Presentation" (PDF). Woolworths Limited. Retrieved 1 March 2016.
  28. ^ Croy, Liam (26 October 2015). "Woolies dumps flyer points". The West Australian. Retrieved 30 October 2015 – via ... shoppers will no longer earn frequent flyer points on their loyalty cards. Instead, they will earn credits averaging 15 per cent of the price of about 500 products marked with orange tickets at participating Woolworths supermarkets and BWS liquor stores. When the value of the credits reaches $10, customers will receive $10 off their next grocery or liquor bill.
  29. ^ a b "Significant Improvements to Woolworths Rewards - Woolworths Group". Retrieved 27 May 2019.
  30. ^ "Help & FAQs | Woolworths Rewards". Help & FAQs | Woolworths Rewards. Retrieved 27 May 2019.
  31. ^
  32. ^ "Essentials". Woolworths Supermarkets. Retrieved 27 May 2019.
  33. ^ "Woolworths Food Range". Woolworths Supermarkets. Retrieved 27 May 2019.
  34. ^ "Gold". Woolworths Gold | Woolworths. Woolworths Supermarkets. Retrieved 27 May 2019.
  35. ^ "Macro Wholefoods Market". Retrieved 27 May 2019.
  36. ^ "Delicious Nutritious". Retrieved 27 May 2019.
  37. ^ "The Odd Bunch". Retrieved 27 May 2019.
  38. ^ "Woolworths to launch new grocery chain". Inside Retailing. 13 December 2007. Archived from the original on 20 April 2009. Retrieved 19 December 2007.
  39. ^ "Gandel and Colonial Open $140 Million Wing of Chadstone Shopping Centre". Retrieved 5 February 2009.

External linksEdit