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Encyclopedia > Jewel Food Stores (Australia)

Jewel Food Stores was a discount supermarket chain in Australia that is now defunct. The chain was originally owned and operated by the Flemings family. Exterior of a typical British supermarket (a Tesco Extra) Exterior of typical North American supermarket (a Safeway) This Flagship Randalls store in Houston, Texas is an example of an upscale supermarket. ...


The Fleming family sold their Flemings supermarkets to Woolworths Limited in June 1960. They continued operating that chain through Woolworths for the next 10 years before creating another supermarket chain under the 'Jewel Food Stores' name. Its generic product range was called 'No Name'. Flemings is a chain of supermarkets in Sydney, Australia. ... Woolworths Limited is a major Australian company with extensive retail interest throughout Australia and New Zealand. ...


Jewel was pitched as a low-price supermarket chain similar to Flemings and was credited with bringing the food barn concept to Australia through the Jewel Food Barn format which sold dry groceries and frozen foods only, with the stores having a downmarket look, similar to its major rival Franklins, another discount supermarket chain based and established in Sydney. To a lesser extent, it also competed with the Newcastle-based Shoeys discount supermarkets, later to be taken over by BI-LO from South Australia. Franklins is a discount supermarket chain selling packaged groceries and perishables throughout New South Wales, Australia. ... BI-LO was a major supermarket chain based in Melbourne, Victoria, Australia. ...


While Jewel found limited success in New South Wales against long-time incumbent Franklins, Jewel entered Victoria a few years before Franklins and found more success there. In the early 1990s, Jewel launched Jewel Rainbow Fresh in response to Franklins and BI-LO launching market-style full-line discount supermarkets. This format carried not only dry groceries and frozen foods, but also fresh foods in a market-style environment.


In 1995, Jewel Food Stores Pty Ltd was acquired by Davids Holdings (which later became Metcash Trading Ltd). In 1998 Davids sold its chain of 130 Jewel supermarkets to Independent Retailers for about $100 million. A number of stores closed. The Jewel name disappeared completely when Independent Retailers rationalised their 29 different grocery banners to form one, Independent Grocers of Australia (IGA).


Advertising

As it was a discount supermarket, Jewel usually only advertised specials in-store, rather than advertise the specials everywhere. However, in 1995, Jewel did have an advertising campaign, emphasising on its low-price positioning. This was in the same year that the Fleming family sold the 130 Jewel supermarkets to what is now Metcash (then Davids).


See also

Flemings is a chain of supermarkets in Sydney, Australia. ...

References

  • Metcash Trading Ltd
  • Marketing News McGraw Hill

 
 

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