Shoppers to get cheaper groceries

A Rotorua supermarket is rebranding itself as the battle continues for a bigger slice of customers' grocery dollars.

Woolworths at the Rotorua Central Mall will soon become Countdown - a change that will mean Rotorua has two Countdown supermarkets operating within one kilometre of each other.

There will be no change to the existing Countdown store on Fenton St, which operates 24 hours.

The rebranding is a return to the store's previous banner after having operated as Countdown for several years.

Countdown became Woolworths in 2004 when the two brands switched sites after $5 million was spent upgrading the Fenton St supermarket. Progressive Enterprises, which owns both Countdown and Woolworths, insists the latest change is a positive for Rotorua by delivering customers more cut-price goods. It's unclear when the change will happen but it's understood no jobs will be lost.

Countdown's general manager Leon van Rensberg said the rebranding would be "straight forward" and customers would see little difference to the store's layout.

Countdown is Progressive's chain of discount supermarkets.

Woolworths brands itself as providing customers with a "fuller" shopping experience. The supermarket provides discounts to customers who have a One Card. Yesterday the company was unable to say what the rebranding exercise would mean for Rotorua's One Card customers.

Rotorua shoppers told the Daily Post the rebranding was unlikely to change their shopping habits.

Fran Cameron said she enjoyed Woolworths' quality products but mostly shopped at Pak 'n Save, which was cheaper. But another local woman, Donna Rush, said she preferred Woolworths and was surprised to hear Rotorua would lose it.

"I like quieter shopping experiences so as long as that doesn't change I'll carry on shopping at the new store."

A recent Consumer magazine survey ranks Countdown just above Foodtown and Pak 'n Save for shopper satisfaction - but below other stores, such as New World, Four Square and Woolworths.

Of the main supermarkets, New World was judged the best - a move that doesn't surprise Brendon Good of Rotorua New World.

Last year his store introduced a coffee kiosk and fuel pumps which had been great for business, he said.

Rotorua's Pak'n Save has been operating petrol pumps for more than five years.