Franklins - AbsoluteAstronomy.com

Franklins is a discount supermarket chain selling packaged groceries and perishables throughout New South Wales

New South Wales

New South Wales is a state of :Australia, located in the east of the country. It is bordered by Queensland, Victoria and South Australia to the north, south and west respectively. To the east, the state is bordered by the Tasman Sea, which forms part of the Pacific Ocean. New South Wales...

, Australia

Australia

Australia , officially the Commonwealth of Australia, is a country in the Southern Hemisphere comprising the mainland of the Australian continent, the island of Tasmania, and numerous smaller islands in the Indian and Pacific Oceans. It is the world's sixth-largest country by total area...

. It owns the No Frills

No frills

No-frills or no frills is a term used to describe any service or product for which the non-essential features have been removed to keep the price low. The use of the term "frills" refers to a style of fabric decoration...

brand of generic products, promoted by their mascot, "Red Sock". It is known as "Australia's Original Discount Grocer". Franklins also had stores in Queensland

Queensland

Queensland is a state of Australia, occupying the north-eastern section of the mainland continent. It is bordered by the Northern Territory, South Australia and New South Wales to the west, south-west and south respectively. To the east, Queensland is bordered by the Coral Sea and Pacific Ocean...

, Victoria

Victoria (Australia)

Victoria is the second most populous state in Australia. Geographically the smallest mainland state, Victoria is bordered by New South Wales, South Australia, and Tasmania on Boundary Islet to the north, west and south respectively....

and South Australia

South Australia

South Australia is a state of Australia in the southern central part of the country. It covers some of the most arid parts of the continent; with a total land area of , it is the fourth largest of Australia's six states and two territories.South Australia shares borders with all of the mainland...

until 2001.

Beginnings (1941-1978)

In 1941, Franklins was established in Sydney by Frank Lindstrom. It is his second supermarket chain, having sold his first one to Woolworths

Woolworths Limited

Woolworths Limited is a major Australian company with extensive retail interest throughout Australia and New Zealand. It is the:* largest retail company in Australia and New Zealand by market capitalisation and sales...

. In 1954, Franklins was acquired by Harold Cornock and Norman Tieck. Under their leadership it grew to cover much of New South Wales

New South Wales

, and had a reputation for low prices.

Early Dairy Farm International (1978-1992)

In 1978, Cornock and Tieck sold the 75-store supermarket chain to Dairy Farm International

Dairy Farm International Holdings

Dairy Farm International Holdings Limited is a retail company in Asia, with a legal base in Bermuda. A member of the Jardine Matheson Group, it is a leading pan-Asian retailer which processes food, wholesales food and personal hygiene products in the Pacific region and in China. Jardine Strategic,...

, a member of the Jardine Matheson group, which maintained the chain's discount focus. Its turnover was A$1 million. Franklins launched its No Frills

No frills

generic range of products (store brand

Store brand

Store brands are a line of products sold by a retailer under a single marketing identity. They bear a similarity to the concept of House brands, Private label brands in the United States, own brands in the UK, and home brands in Australia and generic brands...

). This is the first such range in Australia. The smaller stores' format were changed to revolve around this brand, selling little else. This made them similar to Europe's Aldi

ALDI

ALDI Einkauf GmbH & Co. oHG, doing business as ', short for "Albrecht Discount", is a discount supermarket chain based in Germany...

, which pioneered this format. The stores became known as Franklins No Frills. In retaliation, Woolworths

Woolworths Limited

later launches "Home Brand" and Coles launches "Scotch Buy" (later rebranded as "Savings"). Around this time, Bi-Lo

BI-LO (Australia)

BI-LO is an Australian supermarket chain owned by Wesfarmers . Once a chain of 180 outlets, most BI-LO supermarkets were re-branded as Coles Supermarkets during 2006 and 2007. In October 2008, Coles stated it was looking to create a new chain to replace the remaining BI-LO stores...

begins in Adelaide, using the same format as Franklins.

In 1982, Franklins expanded outside of Sydney and ultimately New South Wales to open its first stores in Victoria

Victoria (Australia)

, at Deer Park

Deer Park, Victoria

Deer Park is a suburb in Melbourne, Victoria, Australia, 17 km west from Melbourne's central business district. Its Local Government Area is the City of Brimbank...

and Gladstone Park

Gladstone Park, Victoria

Gladstone Park is a suburb in Melbourne, Victoria, Australia, 15 km north-west from Melbourne's central business district. Its Local Government Area is the City of Hume. At the 2006 Census, Gladstone Park had a population of 8669...

.

In 1983, Franklins opened its first store in Queensland

Queensland

, at Toowoomba

Toowoomba, Queensland

Toowoomba is a city in Southern Queensland, Australia. It is located west of Queensland's capital city, Brisbane. With an estimated district population of 128,600, Toowoomba is Australia's second largest inland city and its largest non-capital inland city...

.

In 1989 Franklins opened its first store in South Australia

South Australia

. Franklins also launched FRFM, Franklins' own in-house radio station playing songs and advertising specials.

By 1989, Franklins had also expanded into the ACT

Australian Capital Territory

The Australian Capital Territory, often abbreviated ACT, is the capital territory of the Commonwealth of Australia and is the smallest self-governing internal territory...

, covering the east coast of mainland Australia and South Australia.

Late Dairy Farm International (1992-2001)

In 1990, Franklins opened attached liquor stores under the brand Liquor Save. Franklins also opened its 200th store.

In 1992, Franklins Big Fresh was launched. This was a "food barn" format Dairy Farm had developed in New Zealand as "Big Fresh

Big Fresh

Big Fresh was opened in 1988 with its first store in Mount Wellington Auckland. Big Fresh offered a wide range of fresh foods, discount groceries in large market-style store. The concept for Big Fresh was based on a Farmers Market with their focus being on their extensive range of fresh foods...

". Some existing stores were converted to this format, while others were built. The first Franklins Big Fresh store opened in Leichhardt

Leichhardt, New South Wales

Leichhardt is a suburb in the inner-west of Sydney in New South Wales, Australia. Leichhardt is located 5 kilometres west of the Sydney central business district and is the administrative centre for the local government area of the Municipality of Leichhardt...

, and others were opened in Marrickville

Marrickville, New South Wales

Marrickville, a suburb of Sydney's Inner West is located 7 kilometres south-west of the Sydney central business district in the state of New South Wales, Australia and is the largest suburb in the Marrickville Council local government area...

, Macquarie Centre

Macquarie Centre

Macquarie Centre is a regional sized shopping centre located between Herring, Waterloo and Talevera Roads in the suburb of Macquarie Park in Sydney, New South Wales, Australia and opposite Macquarie University's main campus....

and Gosford

Gosford, New South Wales

Gosford is a city located on the Central Coast of New South Wales, Australia, approximately 76 km north of the Sydney central business district...

. The Gosford store featured a unique mini branch of the Commonwealth Bank within the store, a first for Australia. It also had a small hairdressing kiosk inside the store. The hairdressing kiosk was rolled out to a number of other stores, although not all were the Big Fresh model. At the same time, Franklins started opening a few Mini Fresh stores in Queensland.

In 1994, Franklins launched Franklins Fresh, a mainstream supermarket format. In contrast to "Franklins No Frills" stores, they sold fresh produce, baked goods and meat as well as groceries. The "Fresh" part of the logo was similar to the one used by Big Fresh. It was designed to be a smaller version of Franklins Big Fresh. The first Franklins Fresh store opened in Engadine

Engadine, New South Wales

Engadine is a suburb in southern Sydney, in the state of New South Wales, Australia. Engadine is located south of the Sydney central business district, in the local government area of the Sutherland Shire...

The 1990s Franklins revamp was now complete. Its chains were:

Franklins No Frills

Sold dry groceries and perishables in mid-sized discount supermarkets.
Similar chains: Woolworths' Food For Less

Food For Less

Food For Less is an Australian discount supermarket chain owned by Woolworths Limited. It was originally established in Queensland, where a discount 'food barn' chain operating as "Jack the Slasher" was acquired by Woolworths in the early 1980s...

, Jewel

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 Fleming family. They are not related to the American supermarket chain "Jewel" now owned by Supervalu....

Franklins Mini Fresh

Sold fresh food and dry groceries in smaller convenience stores.
Similar chains: Woolworths Metro

Woolworths (supermarkets)

Woolworths is the largest supermarket chain in Australia, owned by Woolworths Limited.-History:Woolworths Limited was founded in 1924, with the first store opening up in Sydney's Imperial Arcade.-2008 rebranding:...

, Coles Express (now Coles Central

Coles Supermarkets

Coles Supermarkets is an Australian supermarket chain owned by Wesfarmers. It has 741 stores nationally Coles Supermarkets is an Australian supermarket chain owned by Wesfarmers. It has 741 stores nationally Coles Supermarkets is an Australian supermarket chain owned by Wesfarmers. It has 741...

), IGA

IGA (Australian supermarket group)

Independent Grocers of Australia, or IGA, is a chain of independent supermarkets in Australia. It is the local variant of the international Independent Grocers Association...

Express, 4 Square (now Eziway).

Franklins Fresh

Sold fresh food and dry groceries in mid-sized discount supermarkets.
Similar chains: Bi-Lo

BI-LO (Australia)

, Flemings

Flemings (supermarkets)

Flemings is a chain of supermarkets in Sydney, Australia. The chain is owned by Woolworths Limited and only two supermarkets still trade under the Flemings brand name. Internally they are known as Woolworths, feature the same marketing materials and carry the same home brand products. The remaining...

, IGA

IGA (Australian supermarket group)

Independent Grocers of Australia, or IGA, is a chain of independent supermarkets in Australia. It is the local variant of the international Independent Grocers Association...

Everyday, IGA Friendly Grocer, Dewsons.

Franklins Big Fresh

Full-service food barn/supermarket similar to Coles and Woolworths but pitched as being a bit cheaper. Most of them also had attached "Liquor Save" outlets. They were the only supermarket to have a store mascot - a chicken.
Similar chains: Coles

Coles Supermarkets

, Woolworths

Woolworths (supermarkets)

, Bi-Lo Mega Frrresh, Supa IGA

IGA (Australian supermarket group)

Independent Grocers of Australia, or IGA, is a chain of independent supermarkets in Australia. It is the local variant of the international Independent Grocers Association...

, Action.

Liquor Save

Attached bottle shops (aka off licences).
Similar chains: Woolworths' Mac's Liquor (Now Woolworths Liquor), IGA Liquor, Coles' Liquorland

LiquorLAND

Liquorland is an Australian liquor chain owned by Wesfarmers. Liquorland is one of three brands within Wesfarmers' Coles division., along with fine-wine focussed Vintage Cellars and the larger discount format 1st Choice Liquor Superstore...

.

In 1998, Franklins launched its first advertisement on TV with its first slogan, "More in your trolley for less". It also trial converts selected "No Frills" stores to "Franklins Fresh" and installs environmentally friendly fluorescent lighting in these stores. First Choice, an alternative (and short-lived) generic product range, is also launched. Franklins, Franklins Fresh and Franklins Big Fresh also launched their websites that year.

In 1999, Franklins opened new stores and upgraded former No Frills stores to Franklins Fresh stores and unveiled its new logo, which is still used today, though it was only in use at selected stores at first. Also due to the logo change, Franklins Fresh also unveiled a new logo. The "Liquor Save" outlets were also re-branded as Franklins Liquor (attached to selected No Frills and Fresh stores) or Big Fresh Liquor. It had also positioned itself by this time as the national discount supermarket operator.

In 2000, Franklins sponsored the Sydney 2000 Paralympic Games. It sold a range of Paralympic merchandise. By the end of 2000, there were 287 stores.

Pick 'n Pay (2001-2010)

In 2001, Franklins' mass expansion and reformating ended in failure. Dairy Farm International exits from Australia in May, and many stores were sold to Woolworths (which got 67 stores), Coles, Foodland and IGA franchisees. A few closed. This saw the end of Franklins in the ACT, Queensland, Victoria and South Australia. 86 stores across New South Wales were sold to South African retailer Pick 'n Pay

Pick 'n Pay

Pick 'n Pay is a second largest supermarket chain store in South Africa, established in 1967. It can also be found in other regions of southern Africa, such as Botswana, Mozambique, Zambia, Zimbabwe and Namibia. The founder of the chain is Jack Goldin. Raymond Ackerman purchased three Pick 'n Pay...

, which also bought the Franklins name. The "No Frills", "Fresh" and "Mini Fresh" brands survived. "Big Fresh" did not and nearly all were bought by Woolworths and Coles. Pick 'n Pay bought all but one of the 21 Fresco supermarkets and rebranded them as Franklins stores at the same time. The other was shut down. The new Franklins launched the "Saves You Money" slogan. In January Aldi

ALDI

ALDI Einkauf GmbH & Co. oHG, doing business as ', short for "Albrecht Discount", is a discount supermarket chain based in Germany...

launched in NSW, and quickly filled the void left by Franklins in many areas.

In 2002, Foodland Associated Limited bought 36 Franklins stores across Queensland and Northern NSW as well as its Queensland warehouse facilities. All were rebranded as Action supermarkets. This saw the end for the "Mini Fresh" brand. The "Fresh" and "No Frills" brands were also retired, although their formats remain. All stores more than 2000 square metres are effectively "Fresh" stores. Franklins was relaunched with the slogan "Look at us now!".

In 2003, Franklins changed its slogan to "That's what I like about Franklins!". It also announced that it is not interested in owning petrol stations like most of its competitors. Later that year, the "No Frills" generic product range and the brand itself is revamped and then promoted by its new mascot, "Red Sock".

In 2004, the Franklins website was relaunched and Franklins joined the widespread trend of selling green plastic carrier bags. The fourth Pick 'n Pay era slogan was launched - "Cheap and Cheerful". The liquor outlets were relaunched as Franklins Local Liquor, in addition to the Canberra-based liquor chain. The annual "Birthday Cash Jackpot" competition is also introduced.

In 2005, Franklins started setting up franchise opportunities under the "Franklins Family Supermarkets" brand (similar to the "Pick 'n Pay Family Supermarkets" brand). By that time, there were 80 Franklins supermarkets across New South Wales. The only Franklins store to open that year was the one in Newcastle. The Franklins store in Erina Fair

Erina Fair

Erina Fair is a major shopping centre located in Erina on the Central Coast of New South Wales, Australia. Erina Fair was opened as Central Coast Fair in 1987. With expansions in 1994, 2003 and 2009, Erina Fair has become the largest non-metropolitan shopping centre in Australia and the largest...

on the Central Coast was also closed.

On 30 January 2006, Franklins opened a purchased store in Ulladulla NSW to show potential franchisees the benefits of changing from IGA

IGA (Australian supermarket group)

Independent Grocers of Australia, or IGA, is a chain of independent supermarkets in Australia. It is the local variant of the international Independent Grocers Association...

to Franklins.
Also in 2006, Franklins launched its own loyalty club and begins changing a few stores to the franchise model.
There were 77 Franklins stores by the end of 2006.

In 2007, some new stores were opened. Two existing Franklins stores and another two IGA stores were converted to Franklins Family supermarkets. By the end of 2007 there were 80 Franklins stores.

On 1 July 2010, it was announced that all 85 stores Franklins had been sold to Metcash for A$

Australian dollar

The Australian dollar is the currency of the Commonwealth of Australia, including Christmas Island, Cocos Islands, and Norfolk Island, as well as the independent Pacific Island states of Kiribati, Nauru and Tuvalu...

215 million, to become part of the IGA chain. The stores will be sold indiviually to independent retailers.

Advertising

Historically, Franklins never advertised due to it being a "no-frills" supermarket. Instead, it advertised specials at the stores, much like Aldi

ALDI

ALDI Einkauf GmbH & Co. oHG, doing business as ', short for "Albrecht Discount", is a discount supermarket chain based in Germany...

does now. Later, it advertised through their own catalogues, especially when it introduced fresh foods and liquor to its stores.
But it was in 1998 when Franklins launched its first TV advertisement with the slogan "More in your trolley for less". Ironically, its rivals Woolworths

Woolworths (supermarkets)

and BI-LO

BI-LO (Australia)

launched their first advertisements around the same time and Coles

Coles Supermarkets

was also given a new slogan, also at the same time. Shortly after Dairy Farm International exited the business in 2001, Franklins' advertisements used the slogan "Saves You Money".
In 2002, the new Franklins was launched with the slogan "Look at us now!". In 2003 it was changed to "That's what I like about Franklins!" and again in 2004 to "Cheap and Cheerful". That slogan is now rarely used, being largely replaced with and branded as "Australia's Original Discount Grocer".
The No Frills generic product range was relaunched in 2003 and promoted by its mascot "Red Sock" on TV advertisements and on its website. "Red Sock" now appears once every so often in the regular advertising on TV, radio, newspapers and catalogues for Franklins. In late 2009 Franklins changed back to the 2002 slogan "Look at us now!".

No Frills

No Frills is Franklins' generic range of products. Launched in 1978, it was the first such brand range in Australia, and changed supermarket shopping habits in Australia. Franklins stores initially changed the store's format to revolve around the brand, selling little else. The "No Frills" name was also used up until 2002 for the name of the format Franklins had used which is best known for selling dry groceries and frozen perishables only.

Originally, the No Frills brand was only used for its peanut butter, honey and potato chips but has since expanded its range to more than 800 products in packaged groceries and perishables.

In late 2003, the "No Frills" generic product range and the brand itself had been revamped and was promoted by its new mascot, "Red Sock". Sold with a money-back guarantee, in many cases they’re market leaders in their categories.

The No Frills logo was also used by former British discount retailer Kwiksave.

First Choice

First Choice was another generic range of products Franklins had sold. Launched in 1998, it was developed to provide an alternative to the leading brands and have products with quality equal to or better than the leading brands. The products didn't just have the quality but also had prices that were anywhere between 10-15% cheaper than the national brands.

First Choice had over 600 different products and new products were continually being developed everyday. The brand did not survive for long though and by the time Dairy Farm International exited the company in 2001, the brand was dropped, unlike No Frills which continues to be sold at Franklins to this day.

External links

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