Safeway (Australia)
Encyclopedia
Safeway was the trading name used by Woolworths Limited
until 2008 for its supermarkets in Victoria, Australia. Elsewhere in Australia the trading name is Woolworths
. In August 2008, Woolworths announced the discontinuation of the Safeway name, and has since gradually rebranded Victorian stores as Woolworths.
entered the Australian grocery market in 1963 with the purchase of three Pratt's supermarkets. Bill Pratt had taken over the Pratt's supermarket in Frankston, Victoria
in 1946, and he was a pioneer of self-service and supermarkets in the 1950s. Pratt caught the eye of the Safeway company. Bill Pratt took the helm of Safeway's Australian operations in 1967.
The subsidiary Safeway Australia was created, and by 1985 the chain had grown to 126 supermarkets trading under the Safeway banner across Victoria, New South Wales, and Queensland. Safeway's stores in New South Wales were named "Red S" because Safeway infringed the registered trademark of another supermarket called "Saveway". The distribution centre located in Wellington Road, Mulgrave, Victoria
, formerly housed Safeway's head office.
, successfully acquired the Safeway, Inc., Australian interests. In the agreement, Woolworths Limited acquired all of the Safeway stores and the naming rights in exchange for a 19.99% interest in Woolworths Limited (which has since been sold). This transaction pushed the group’s grocery market share above Coles , giving Woolworths Limited the title of Australia’s largest supermarket operator (which it still holds to this day).
The Safeway stores in New South Wales and Queensland were re-named as Woolworths Supermarkets. However, the Safeway stores in Victoria retained their name, and all Victorian Woolworths stores were transferred to the Safeway banner. Mr. J.W.R. Pratt, the Chairman and Managing Director of Australian Safeway Stores and Mr. P.A. Magowan, the Chairman and Chief Executive Officer of Safeway Stores Inc (USA) were also appointed to the Woolworths Board of Directors.
In 1987, Woolworths and Safeway Supermarkets launched “The Fresh Food People” campaign, adopting a uniform company logo and marketing strategy.
Despite displaying Safeway above the doors, stores contain Woolworths branded private label products.
As of 2008 there were 189 Safeway-branded supermarkets in Victoria.
On 22 August 2008, Woolworths announced it was launching a new identity for all its supermarkets and plans to replace the Safeway brand in Victoria, in order to unite all of its supermarkets under one common brand "Woolworths".
The logo, which had been in use for 21 years, was replaced with a brand image with a new green tinted icon representing the "W" in Woolworths with the addition of a stylised leaf to suggest fresh produce. It is also reminiscent of a 1970s Woolworths logo. However, the company's slogan, "The Fresh Food People", which is known throughout Australia, remains as a part of the new branding.
Woolworths indicated that Safeway supermarkets at Camberwell
and Preston
would be among the first to be re-branded. However, a newly constructed supermarket at Chadstone Shopping Centre
became the first Safeway to be rebranded as a Woolworths prior to opening. The entire rebranding process has been calculated to take approximately five years, ending in early 2013.
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...
until 2008 for its supermarkets in Victoria, Australia. Elsewhere in Australia the trading name is Woolworths
Woolworths (supermarkets)
Woolworths is the largest supermarket chain in Australia, owned by Woolworths Limited.-History:Woolworths Limited was founded in 1924, with the first store opening up in Sydney's Imperial Arcade.-2008 rebranding:...
. In August 2008, Woolworths announced the discontinuation of the Safeway name, and has since gradually rebranded Victorian stores as Woolworths.
Beginnings
The American company Safeway Inc.Safeway Inc.
Safeway Inc. , a Fortune 500 company, is North America's second largest supermarket chain after The Kroger Co., with, as of December 2010, 1,694 stores located throughout the western and central United States and western Canada. It also operates some stores in the Mid-Atlantic region of the Eastern...
entered the Australian grocery market in 1963 with the purchase of three Pratt's supermarkets. Bill Pratt had taken over the Pratt's supermarket in Frankston, Victoria
Frankston, Victoria
Frankston is a suburb within the Greater Melbourne metropolitan area in Victoria, Australia. It is located 40 km southeast of the state capital Melbourne at the southernmost edge of Greater Melbourne, near the beginnings of the Mornington Peninsula...
in 1946, and he was a pioneer of self-service and supermarkets in the 1950s. Pratt caught the eye of the Safeway company. Bill Pratt took the helm of Safeway's Australian operations in 1967.
The subsidiary Safeway Australia was created, and by 1985 the chain had grown to 126 supermarkets trading under the Safeway banner across Victoria, New South Wales, and Queensland. Safeway's stores in New South Wales were named "Red S" because Safeway infringed the registered trademark of another supermarket called "Saveway". The distribution centre located in Wellington Road, Mulgrave, Victoria
Mulgrave, Victoria
Mulgrave is a suburb in Melbourne, Victoria, Australia, 21 km south-east from Melbourne's central business district. Its Local Government Area is the City of Monash. At the 2006 Census, Mulgrave had a population of 16,280....
, formerly housed Safeway's head office.
Acquisition by Woolworths
In 1985 Australia's second largest supermarket operator, Woolworths LimitedWoolworths 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...
, successfully acquired the Safeway, Inc., Australian interests. In the agreement, Woolworths Limited acquired all of the Safeway stores and the naming rights in exchange for a 19.99% interest in Woolworths Limited (which has since been sold). This transaction pushed the group’s grocery market share above Coles , giving Woolworths Limited the title of Australia’s largest supermarket operator (which it still holds to this day).
The Safeway stores in New South Wales and Queensland were re-named as Woolworths Supermarkets. However, the Safeway stores in Victoria retained their name, and all Victorian Woolworths stores were transferred to the Safeway banner. Mr. J.W.R. Pratt, the Chairman and Managing Director of Australian Safeway Stores and Mr. P.A. Magowan, the Chairman and Chief Executive Officer of Safeway Stores Inc (USA) were also appointed to the Woolworths Board of Directors.
In 1987, Woolworths and Safeway Supermarkets launched “The Fresh Food People” campaign, adopting a uniform company logo and marketing strategy.
Use of Safeway brand
From Woolworths' takeover of Australian Safeway in 1985 until 2008 Safeway remained as the brand name used by Woolworths Supermarkets in Victoria (aside from two in Mildura) as well as the border town of Albury in NSW. During the 1980s and 1990s the Mildura stores moved from Woolworths to Safeway and back again, while the Karingal Woolworths store remained so until the late 1990s. The brand also followed Woolworths Supermarkets' progression into liquor trading as Safeway Liquor, and into petrol trading as Caltex Safeway.Despite displaying Safeway above the doors, stores contain Woolworths branded private label products.
As of 2008 there were 189 Safeway-branded supermarkets in Victoria.
Rebranding of Safeway to Woolworths
The logo, which had been in use for 21 years, was replaced with a brand image with a new green tinted icon representing the "W" in Woolworths with the addition of a stylised leaf to suggest fresh produce. It is also reminiscent of a 1970s Woolworths logo. However, the company's slogan, "The Fresh Food People", which is known throughout Australia, remains as a part of the new branding.
Woolworths indicated that Safeway supermarkets at Camberwell
Camberwell, Victoria
Camberwell is a suburb in Melbourne, Victoria, Australia, 9 km east from Melbourne's central business district. Its Local Government Area is the City of Boroondara. At the 2006 Census, Camberwell had a population of 19,637....
and Preston
Preston, Victoria
Preston is a suburb in Melbourne, Victoria, Australia, 9 km north from Melbourne's central business district. Its Local Government Area is the City of Darebin. At the 2006 Census, Preston had a population of 27,892.-Settlement:...
would be among the first to be re-branded. However, a newly constructed supermarket at Chadstone Shopping Centre
Chadstone Shopping Centre
Chadstone Shopping Centre is a super regional shopping centre located in the inner south-eastern suburb of Malvern East in the city of Melbourne, Australia...
became the first Safeway to be rebranded as a Woolworths prior to opening. The entire rebranding process has been calculated to take approximately five years, ending in early 2013.