It was expected to herald a price war and it seems customers at Whangarei's newest supermarket - Countdown Regent - were delighted to be at the frontline of the action when the store opened.
The new store, which is just metres away from rival New World Regent and is roughly twice the size of the Kensington Countdown it is replacing, opened yesterday, with store manager Paul Ah Chong promising plenty of good deals for customers as he aims to lift patronage above levels at the Kensington store.
Mr Ah Chong said he was relieved after all the work getting the store ready and happy at the successful opening and smiles from shoppers.
"It's been very busy," Mr Ah Chong said an hour or so after the 8am opening.
He said the Regent store had to open an hour later than the Kensington store did because of its liquor licence, which was issued under new laws that aim to reduce opening times for places that sell alcohol.