SYDNEY: Woolworths has scrapped the name of its Victorian stores, Safeway, in favour of a single brand nationwide, as a part of its first rebrand in 21 years.
In addition to abandoning the Safeway store names, the Australia-wide rebrand includes a new logo and refurbished stores across its 780-strong network.
The Woolworths rebrand, engineered by the Hulsbosch Agency, does not affect the retailer's “Fresh Food People” motto.
The new branding was unveiled at Mona Vale Woolworths in Sydney on Friday (21 August).
Woolworths bought American-owned Safeway in 1985 and the two brands have shared the “Fresh Food People” branding since 1987. Woolworths spokesperson Benedict Brook said the cost of the rebrand was minimal.
“We aren’t changing everything overnight. This new brand will gradually be rolled out into stores and other materials over a number of years so it really just becomes part of our normal cost of doing business,” Brook said.
The dumping of the Safeway name would allow Woolworths to expand its own labels, financial services and loyalty card programs, Brook said.
The supermarket chain currently sells Woolworths Select and Woolworths Homebrand products, as well as an “Everyday Rewards card”, and will soon launch an “Everyday Money” credit card.
“It is unfeasible to brand all these under a separate name in Victoria and so, as the Woolworths name expands, it makes sense to expand it to our supermarkets branding in Victoria as well,” he said.
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