Kai Co Supermarket, Shane and Ethan Vickery (inset). Photo / Supplied
In the famous fable, the comparatively diminutive David slays the considerably larger Goliath. It’s long been used as an inspiration for the underdog, but how would David have fared if there had been a pair of giants in front of him? A two-on-one handicap battle.
That’s the task facing Kai Co – the fledgling Christchurch supermarket that will compete with the all-powerful duopoly of Foodstuffs and Woolworths. Although the father-and-son team behind the start-up sees it differently.
“I haven’t said myself that we’re taking on the supermarkets. It’s a bit scary, that’d be like starting a social rugby team and playing the All Blacks. It’s more offering an alternative,” says Ethan Vickery.
The 32-year-old and his father, Shane, have been in food retail for many years – running a successful butchery, and felt the time was right to launch a supermarket of their own.
“Food is expensive in New Zealand for numerous reasons, but there is quite a bit of value that’s been lost clipping the ticket and not adding value, and I think that was frustrating us because food is an essential item,” says Vickery.
After thinking it through, they felt like they were running out of reasons why they shouldn’t do it.
“We know we can already do it, in terms of fresh food. Produce shops are cheaper than supermarkets. Butcheries are quite often cheaper than supermarkets, and your specialist grocery stores are quite often cheaper than supermarkets. Our theory is just putting it all under one roof,” says Vickery.
This effectively adopts the original supermarket model and Vickery believes integrity will be the key to success.
“Our biggest thing is fairness. I don’t think people are getting a fair deal, or people don’t believe they’re getting a fair deal with the supermarket. So, if you come out and you promise fairness, then it’s up to us to live up to that promise.
“I think just sticking to our values and not being greedy. We’re not putting too much profit on top of food.”
Vickery’s own pre-opening analysis suggests the business is on the right track.
“I’ve been doing price comparisons for the last 48 hours and I know we’re cheaper than most of the supermarkets on a lot of items, but it’s only going to get better,” he says.
“Better” because procuring certain stock has been difficult at this time of year and there are plans to establish new business relationships with suppliers.
“You approach them and they don’t take it too seriously, but then when they actually see what we’re doing, they’re starting to realise, oh, this is actually something that could be quite big.
“When we open tomorrow, we’ve got a full meat range and full-ish produce range, and groceries probably like 60 or 70% of where we want to be. But even with the TikTok and Facebook posts recently, we’re getting approached by a lot of big suppliers now,” says Vickery.
They’ve been approached by customers since they moved into their Northwood Supa Centre site. Even as Vickery speaks to the Herald, he pauses to inform a customer that they won’t open until the following day.
“We’ve had people trying to walk inside the doors for the last two weeks. Every time I look at the window, people are peering in. Everyone’s just really curious.”
“I did say it was a soft opening, but I’m kind of scared that it won’t be,” says Vickery.
“I think it’s going to be very busy. I’m just trying to be clear to people that our range will get bigger and better than this. And suppliers will realise what sort of volume we can move and start giving us better pricing as well – and we’ll just pass it on,” says Vickery with a smile that is defying exhaustion.
“I think I was at work from 6 o’clock yesterday morning until about 11 o’clock last night and then back here at 5 in the morning again. It’s probably going to be even bigger today. I love it.”
So too does his father and business partner, Shane.
“Me and my dad make a great team. He’s got his tool belt on and he’s putting all the produce displays together and all that sort of stuff. I’m talking to all the suppliers and trying to find deals and organising operations.
“Not many people get an opportunity to do something like this in their lifetime, so I’m feeling pretty bloody privileged,” says Vickery.
Kai Co’s doors open at 8am on Wednesday – but Vickery urges customers not to rush.
“We’re here for a long time. And the deals are going to get better as the week gets on.”