New Countdown food market first to be part of complex

Press, 17 March 1987, Page 28

New Countdown food market first to be part of complex

Unlike its other four counterparts, which are “stand-alone” buildings the Riccarton Countdown foodmarket, between Clarence and Rotherham Streets is the first to be incorporated into a retail shop complex. Noticeably larger, however, are the fresh produce areas which run down both left and right sides of the market. According to Mr Mike Prendergast, the general manager for Countdown food markets, demand for fresh produce has risen by a remarkable 22 per cent over the last few years, and to cater for this, Countdown is seeking to expand this part of its service.

In spite of its size and brighter appearance, the Riccarton Countdown will follow the same philosophy observed by other food markets — “no frills, no fuss, one-stop shopping.”

“People will notice that unlike other supermarkets, Countdown has huge boxes of stocks which have the fronts slashed open so that customers can take the products,” said Mr Prendergast. This is also to save money, rather than paying different companies to bring in stocks and arrange them.

Whole pallets of stock are brought in, and this saves time and money.

Another area which has grown in popularity with shoppers is the health foods section— which Countdown hopes to expand along with the delicatessen and meat department.

Asked why these were growth areas, Mr Prendergast said New Zealanders were beginning to experiment with foods other than the traditional New Zealand mashed potatoes, "bangers” and peas. Healthy diet was another growing concern behind the change. “The meat department is continuing to grow, but it is tending more toward white rather than red meats,” he said.

Aesthetically, the new shop is not as attractive as many other conventional

supermarkets, but Mr Prendergast says this is part of Countdown’s effort to keep overheads down on any food bought there.

“We’ve had to sacrifice appearances in order to get the lowest prices, he said.

Overseas influence has also helped change the New Zealand palate, especially the Continent. Foods such as salami, pasta, pate, and pickles have become more popular. Fish is also gaining support from customers, and this too is an area that Countdown is trying to develop, Mr Prendergast said. To know the general swing of public opinion in food shopping, Countdown has been running a survey which customers answer. ‘lt asks customers what they think of the selection of meats, quality of meat, selection of fruit and veges, quality of fruit and veges, grocery department and the delicatessen

department, and ask whether any improvements should be made.; Service is also questioned — whether the customer finds it very poor or very good on a scale of one to, five.

Reasons for shopping at Countdown are also covered, as well as; whether there are any, other products which should be stocked.

This survey never ends, but is circulated from one Countdown food centre to another in Christchurch, so that the main office at Moorhouse Avenue always has access to public opinion. “Armed with the survey, we’ll always know whether or not we’re fully catering for the needs of our customers,” With the new Riccarton Countdown, the firm is

continuing to improve its services. Aisles have been made larger in the new building because, from its other food markets, Countdown learnt that conventional aisles, were far too small for the number of shoppers going through at any one time. The successful response to the Countdown shopping concept, whereby buyers do their own pack-

aging has been a welcome surprise to many of the Countdown management. “I guess food is food wherever you buy it, and people appreciate the cheaper prices we offer. And when most shoppers have cars to put their shopping straight into, few are very fussed at our 'package your own’ system of shopping,” Mr Prendergast said.