The $14 dinner staple fuelling Coles and Woolworths’ latest supermarket battle
Updated . First published
Australia’s supermarket duopoly is locked in a fierce battle over the humble roast chook, known to be a major drawcard for shoppers looking for a quick and affordable meal option.
With Woolworths soaring ahead of Coles in the ongoing battle for customers grocery spends, Coles was the first to drop an exciting new flavour of rotisserie chicken, a Mexican-inspired flavour in collaboration with Old El Paso. The new flavour arrived in the supermarket’s warmers this week.
Coles and Woolworth’s latest battle places the humble roast chook at the centre. Jo Abi
Coles Product Developer Suzanne De Monte, who helped bring the new flavour to life, said the team wanted to give customers a fresh take on a much-loved dinner staple.
“We know Hot Roast Chickens are already a go-to for busy nights, so teaming up with Old El Paso was a fun way to make them feel new again,” Suzanne said.
Coles’ Old El Paso roast chicken flavour arrived in stores this week. Coles
“The best part is how versatile it is. You can enjoy it as is, or turn it into tacos, tortillas or loaded nachos in minutes, which makes dinner that little bit easier.”
Hot on its heels is Woolworths with its own Mexican-inspired roast chicken flavour made in collaboration with Mad Mex, a Mad Mex Chilli & Lime roast chicken.
Woolworths Deli Merchandise Manager, Laura McLeod, said: “Aussies are huge fans of Mad Mex and customers have loved our hot chooks for decades, but there’s always room to try something new that they haven’t seen before.
“This is the first time we’ve put rice stuffing in our roast chickens, and bringing this together with Mad Mex’s signature spice is going to give customers a flavour burst they haven’t tasted before.”
Mad Mex Chilli & Lime roast chicken arrives in stores on November 16. Woolworths
While Coles and Woolworths sell tens of millions of roast chooks each year, supermarkets rarely expect massive profit margins on them.
Instead, rotisserie chickens operate as classic traffic-drivers, where the fragrant aroma of roasting birds positioned near the back of the store pulls shoppers straight through the aisles.
Coles and Woolworths sell tens of millions of roast chooks each year. Nine
Rotisserie chickens operate as classic traffic-drivers in supermarkets. Getty
And customers rarely leaves with just a chicken. The purchase immediately triggers secondary trolley additions such as tortillas, avocados, bagged coleslaw, shredded cheese, and bottled drinks, routinely turning a fourteen-dollar chicken purchase into a fifty-dollar checkout receipt.
Both Coles and Woolworths new flavours will initially be sold for a special price of $13.50 before reverting to a standard price of $14.50.
