Countdown (supermarket)
Countdown was an Australian-owned New Zealand full-service supermarket chain and subsidiary of Woolworths New Zealand, itself a subsidiary of Australia's Woolworths Group. It was one of two supermarket chains in New Zealand, the other being Foodstuffs.
Until the brand's rebranding, there were 194 Countdown stores, with 61 in Auckland.
In July 2023, the company announced that all Countdown stores would be rebranded back to Woolworths, the name of the parent company and name of the supermarket used in Australia. The rebrand came into effect from early 2024 with signage changing over the following two years.
History
Discount supermarket chain (1981–2008)
The first Countdown Foodbarn store opened in May 1981 at the Northlands Shopping Centre in Christchurch. The store was owned by Rattrays Wholesale. The Rattrays Wholesale Group later included Rattrays Cash and Carry warehouses, tobacco vans and the SuperValue franchised supermarkets. By the end of 1981, stores had opened in Sydenham and New Brighton.In 1992, Foodland Associated Limited bought J. Rattray & Son for $175 Million from the Magnum Corporation.
Foodland acquired the majority shareholding of Progressive Enterprises from Coles Myer in 1993 and shortly after sold Countdown & Rattray to Progressive Enterprises. Progressive was later delisted from the New Zealand stock exchange in 1999.
During the period of 1993–2005, Countdown changed from a foodmarket type format offering mainly groceries to a "full-service discount supermarket". The stores vary in size due to the consolidation of brands after the merger with Woolworths Ltd. A number of Big Fresh, Price Chopper, and 3 Guys stores were rebranded to Countdown stores during after this merger.
FAL bought Woolworths Ltd. from its Hong Kong-based owners Dairy Farm Group in 2002. The sale saw Progressives brands joined by Woolworths, Big Fresh and Price Chopper. With the purchase Progressives market share increased to around 45% of the NZ market.
In 2003, Progressive Enterprises closed its Auckland and Christchurch distribution centres and rehired the redundant workers. Woolworths Limited of Australia purchased Progressive Enterprises from Foodland Associated Limited on 24 November 2005.
In October 2006, Progressive Enterprises announced a discount fuel scheme with Gull Petroleum and Shell to offer discounts on petrol when shoppers spend $40 or more in their Woolworths, Foodtown or Countdown stores. This scheme was similar to the one their parent company Woolworths Limited offered in Australia. The Australian Competition & Consumer Commission investigated whether the activity was anticompetitive. The result of which was an undertaking by the parent company to change its methods of offering fuel discounts in Australia. Foodstuffs stores in New Zealand also offered fuel discounts at BP and their own New World and Pak'nSave fuel sites.
In July 2008, Onecard, which could previously only be used at Woolworths and Foodtown, was extended to Countdown.
In October 2008, Countdown had 13 stores.
National supermarket chain (2008–2023)
In September 2009, Progressive Enterprises announced it would re-brand all its Foodtown and Woolworths stores to Countdown as stores were refurbished. The final Foodtown and Woolworths locations to be re-branded were Browns Bay and Meadowlands respectively, both on 14 November 2011. A single Woolworths outlet continued to operate at Mount Maunganui's Bayfair Shopping Centre until late 2018. The store was not rebranded because a Countdown already existed at the centre. The store has now closed due to the centre expanding. Johnsonville and Upper Hutt in the Wellington region both have two Countdown stores less than apart – the result of one pre-existing Countdown store and one larger rebranded Woolworths store. A similar situation occurred in Highland Park, Auckland, where a former Foodtown was rebranded to a Countdown alongside a newer Countdown in the same shopping centre. Similar happened in Glenfield, Auckland, with two stores at either end of the same level, and in Napier, where two Countdown stores are directly across the road from each other. Also in Auckland, There are two Countdowns just across the street in Westgate.Countdown stores existing before the initial rebranding generally retain the old style logo but the rebranded Woolworth/Foodtown stores have been updated to display the new style logo.
In February 2012, Countdown had 84 stores.
On 10 December 2012, Countdown launched its first Countdown branded in-store pharmacy. On 3 November 2014, Countdown began selling low-cost travel and life insurance through a deal with insurance giant Cigna. On 1 August 2016, Countdown began its partnership with BP and Caltex through the AA Smartfuel programme to offer fuel discounts, replacing its partnership with Z. The partnership with Gull continued until October 2016.
In 2019, a quiet-hour was introduced to the supermarkets for customers who had ear or eye sensitivities.
During the national lockdowns in response to COVID-19 pandemic in New Zealand, Countdown limited the number of customers allowed inside stores at any one time.
On 10 May 2021, a stabbing attack occurred at the Countdown supermarket in central Dunedin, leaving four injured. On 3 September 2021, another stabbing attack occurred at the LynnMall Countdown in New Lynn, injuring at least six. The attacker was shot and killed by police.
In June 2023 the High Court ruled that five Countdown pharmacies were running unlawfully. Countdown was previously granted permission by the Ministry of Health to operate these pharmacies, but the court decided that these were invalid. A requirement is that 51% of a pharmacy must be owned by a pharmacist, which was
not the case with these supermarkets.
Rebrand to Woolworths (2023)
In July 2023, the company announced that all Countdown stores will be rebranded back to Woolworths, the name of the parent company and name of the supermarket used in Australia. The rebrand will come into effect from early 2024 with signage changing over the next 2 years, this is part of a transformation programme that will cost a total of $400m.Five Countdown stores started trialling security cameras at self-checkouts in August 2023. In November, Woolworths announced that they would be placing a three-and-a-half health star rating for foods placed in checkouts. This means that kid's confectionery will be removed. It follows a similar change made in Australian Woolworths shops.
In late January 2024, a rat infestation was reported at a Woolworths New Zealand store at South Dunedin. A staff member reported the infestation to the Otago Daily Times newspaper after staff had raised the matter with the store management a few months earlier in 2023. The Ministry for Primary Industries launched an investigation of the store's pest management practices. Woolworths New Zealand confirmed that it had contracted the services of several specialist pest controllers and would cooperate with MPI's investigation. On 9 February, Countdown Dunedin South was closed after more rats were found inside the store.
On 13 February, a mouse was spotted at another Woolworths New Zealand store at Eastgate in Christchurch. This incident prompted New Zealand Food Safety to launch an independent review of Woolworth's national pest management processes. By 15 February, the South Dunedin store's closure was extended until at least 19 February after a total of 24 rats were caught. Food Safety Minister Andrew Hoggard stated that people were right to expect the "highest" hygiene standards at supermarkets and confirmed he was monitoring the Food Safety investigation into Countdown's pest management practices. On 16 February, Woolworths NZ issued a public apology for the pest sightings at its stores. In addition, birds were sighted at the Woolworths Grey Lynn store in Auckland. Woolworths also attracted criticism from First Union after Countdown employees in Dunedin were threatened with dismissal if they spoke to the media. The company subsequently apologised for the tone of the message. Countdown South Dunedin reopened on 28 February after 18 days, with a total of 24 rats caught. In early December 2025, Woolworths New Zealand admitted to one charge of violating the Food Act 2014 in relation to the South Dunedin rodent infestation.
In early February 2024 Woolworths replaced its loyalty schemes Onecard and Onecard Visa with Everyday Rewards. During the launch, customers were awarded points upon account creation, and points were able to be gifted to other people. Some customers exploited this by creating several fake accounts and gifting their main account.
Operations
As of September 2018, there were a total of 180 Countdown supermarkets operating throughout the North and South Islands of New Zealand.Major store operations are handled in Woolworths NZ's head office in Mangere, Auckland. The stores are divided in between 10 areas. Each area has an Area Manager, and all areas are supported by a National Operations Manager. Previously, the areas were split into North and South regions, with 5 areas each.
Pricing and specials are divided into two regions: North Island and South Island. Internally, the North Island region is further subdivided into two sub-divisions: Upper and Lower.
Countdown also provides New Zealand wide online grocery delivery services through its online grocery shop.
"New Generation" Countdowns – those that have been built or refurbished since mid-2008 – have 30% of their retail floor space dedicated to fresh foods, a wider range of products than older Countdown stores, and heating and refrigeration systems that are more energy-efficient and sustainable than older Countdown stores.
Logistics
All grocery items and general merchandise is supplied to stores through one of four distribution centres: at the head office in Auckland, one in Wiri, in Palmerston North, and in Christchurch. Deliveries are made daily to stores.Chilled and frozen goods are supplied to stores by third party logistics operator Versacold. They operate three distribution centres in Auckland, Palmerston North and Christchurch, and deliver to stores daily.
Produce is supplied to stores by third party Freshmax. Fruit and vegetables from across New Zealand and the world are sent to the three distribution centres in Auckland, Wellington, and Christchurch, where they are shipped to stores daily. However, only certain stores receive a Sunday delivery.
In recent years, Countdown has moved away from having on-site butcheries and have moved to centralized facilities. Cabinet Ready Meat is supplied to non-butchery stores from a central plant in Auckland. Due to the complications of logistics in shipping CRM to the South Island, all South Island Countdowns have retained their butcheries.