Kwik Save
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- This article describes the UK-based chain. There are also several unrelated shops of the same name in the United States.
Kwik Save is a discount supermarket chain in the United Kingdom.
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[edit] Overview
Kwik Save stores are small to medium sized high street supermarkets and are mainly located in areas with below average incomes.
[edit] History
The first store opened in Prestatyn, North Wales, in 1965. The group rapidly expanded in what was then a new and expanding market sector.
In 1994, Kwik Save bought out the UK mainland supermarkets of Shoprite, a fellow food discounter, taking its store portfolio to more than 1,000. The deal over-stretched its new owner as it emerged that the Shoprite business was in a much worse state than had been realised. Also, the Shoprite stores were largely in back street locations and many contained concession stores, similar to the In-Shops format, which did not fit well with the Kwik Save offering.
It took around three years to sort out the problem, with all stores being re-branded and many under-performing branches closed. The reduction in profits and the resultant decline in Kwik Save's share price caused by this deal left the company open to takeover.
Kwik Save became part of the Somerfield group in 1998 when Kwik Save and Somerfield merged. The company then operated as a trading division of Somerfield Stores Ltd. Following the merger Somerfield's Food Giant discount supermarkets were re-branded as Kwik Save.
Originally all Kwik Save stores were to be re-branded as Somerfield, but it was quickly realised that the look and feel of existing Kwik Save stores - featuring warehouse style wooden shelving, space-saving small checkouts and narrow aisles - would not lend itself well to the Somerfield fascia. For this reason, the original plan was abandoned and the best Kwik Save stores were cherry-picked for conversion, based on location and market demand, receiving a full refurbishment. This had the effect of pushing the ABC ratings of the average Kwik Save customer, and also the brand itself, further downmarket.
In February 2006, Somerfield sold the brand and around half the stores (see below for details). Kwik Save has struggled to make profits in recent years as superstore operators such as Tesco and ASDA have introduced their own budget brands, and other discounters such as Lidl and Aldi entered the market. In 2004, the company announced the closure of more than half of its stores in Scotland and the conversion of the remainder to the Somerfield fascia.
[edit] Brand image
Kwik Saves stores are primarily aimed at the lower end of the food market, a position which has been maintained throughout the company's history, except for the introduction of some non-food lines during the Somerfield era.
The firm always traded on no-frills, value pricing, with utilitarian shop fittings, basic checkouts and charges for carrier bags. In the early years, when the company had little in the way of effective competition, this was a clear recipe for success among the millions of people who might have found the mainstream supermarkets expensive, so the brand was highly regarded.
The company's quirky image has been damaged in recent years, however, by the increasing competition from other discount chains, such as Aldi, Lidl, Iceland and Netto, as well as increased competition from larger chains, which have introduced their own 'value' brand ranges. Also, Kwik Save was seen for many years as the poor relation of Somerfield, consisting only of stores which were considered unsuitable for conversion to the more upmarket fascia, resulting in a further dilution of brand strength.
[edit] Store formats
Traditionally Kwik Save stores had warehouse style wooden shelving, laid out in a traditional style familiar from most early supermarkets.
In an effort to modernise the Kwik Save brand when under Somerfield ownership, the company undertook a programme to renovate its stores which included new staff uniforms (a black and white chequered shirt which replaced the red t-shirts), new 'ASDA style' shelves to replace the wooden warehouse racking (referred to as 'boards and beams'), new floors, checkouts, colour schemes and lighting.
Renovated stores devoted more space to fresh foods, introduced new features, such as bakeries, and removed the requirement for customers to pay for carrier bags which, for many years, was symbolic of the Kwik Save business model. Around a third of the Kwik Save estate was transformed, with each store having between £300,000 and £1,000,000 invested in the improvements. Sales figures from renovated stores suggested that the public did respond positively to the new look, although the profitability of these stores still doesn't meet that of unrefurbished Somerfield fascia stores.
The off licence sections of many Kwik Save stores were in a separate department known as Liquorsave. Up until the late 1990s, the fruit and vegetable sections and butchery counters were usually run by local franchisees, usually under the name of Colemans. Also some stores rented out space to non-food retailers. This format has been reduced in recent years and it is unclear what the new owners of the chain will do with existing concessions. These are being phased out in all stores converted to the Somerfield facia.
During the 1980s some Kwik Save stores incorporated a frozen foods section which traded under the name of Arctic Freezer Centres.
[edit] Sale of stores
After the takeover by Somerfield in 2005, it was reported that the new owners found the Kwik Save chain was losing £40m per year. As a result, they increased the conversion rate of Kwik Save to the Somerfield fascia.
On 27 February 2006, Somerfield Stores Ltd sold the Kwik Save brand and 171 stores to BTTF, an investment vehicle headed by Paul Niklas, for an undisclosed sum [1]. Somerfield re-branded the 102 Kwik Save sites it has retained under its own name and a further 77 stores have been sold to other retailers, including 19 to Netto.
Subsequent to the initial sale, a further 64 Kwik Save stores have been acquired by BTTF, including some of those included in the Competition Commission investigation ruling into Somerfield's purchase of 114 Safeway Compact stores in 2004.
[edit] The new owner
According to a report in PR Week in April 2006, Kwik Save has hired a marketing agency in a bid to revitalise the brand and reposition it as an alternative to the leading supermarkets. Around £200,000 is being allocated to Public Relations as part of a marketing brief worth £4m-£5m.
Since the sale, there have been some local news reports[attribution needed] relating to low stock levels in some stores and price increases on essential items. With the removal of own-brand lines, it would appear that the company has increased the price of most branded items[original research?], while promoting a weekly range of special offers through local door-drops, advertising and point of sale as a means of attracting people into stores. The risk here is that people will cherry pick the special offers, while doing their main shop elsewhere.[original research?]
It was announced in October 2006 that a £30m refinancing package from unnamed investors was put in place, part of which will be used to finance the purchase of a further 45 more stores from Somerfield[2].
In December 2006, The Sunday Times reported that Kwik Save was suffering from a "sharp fall in sales and mounting losses", and was seeking another financial injection.[3]
On 22 January 2007, it was reported that Kwik Save was suffering problems over delays in payment to its major suppliers, with stocks of many core products being limited as a result[4].
On 29 January 2007, it was reported that a new investor was about to inject £70 million into the Kwik Save business[5]. This new investment is expected to be confirmed on 1 February 2007.
In Mid-February 2007 the company anounced that it had managed to source a £50 million refinancing package to revive the failng retailer. It was also alleged that staff wages were not paid on time.[citation needed]
In March 2007 the £50 million deal was finalised and Pauk Niklas returned as managing director of the company. The holding company changed its name from BTTF to Kwik Save Limited.[citation needed]
[edit] Branded goods
Kwik Save is unusual among British supermarket chains for not having own brand products, a historical policy which it has recently re-adopted.
In the 1990s the chain launched its popular No Frills brand, offering cheaper generic products for people on a budget. This was replaced by Somerfield branded goods shortly after the two companies merged in 1998. Later, this was joined by Manager's Specials, a varied range of low price products.
In around 2003, Kwik Save re-introduced its range of own-brand goods, replacing both Somerfield branded lines and Manager's Specials. The new range consisted of two sub-types, the first of which was Kwik Save's own brand which used glossy packaging similar to that used by Somerfield. The second sub-type was called Kwik Save Simply and used a format similar to the Somerfield Makes Sense value range, with red, white and light purple colours instead of Somerfield's white and yellow. The second sub-type was introduced as the cheapest on offer and marketed to budget-conscious customers, whilst the first was designed to compete with other branded goods on the shelf.
In March 2006, the new owners of the chain announced that it would no longer sell own-brand goods, switching instead to well known household brands at discount prices. It was also announced that goods would be sourced locally whenever possible.[citation needed]
[edit] External links
Major chains: ASDA • Marks & Spencer • Morrisons • Sainsbury's • Somerfield • Tesco • Waitrose
Convenience stores: Budgens • Co-op • Costcutter • Londis • SPAR
