Those working for the company knew that this would eventually happen. In fact Nova100 News reported about four years ago that within 12 months the iconic brand name would be put to rest and the brand would be changed to Woolworths,bringing the name in line with the rest of the country.
Safeway has most of the time been a Brand that people can trust. Though there were times (many) where I hated having to work in a Supermarket dealing with rude customers, managers that were just plain horrid (not all,you know who you are) and those terrible Saturday crowds I, like everyone else worked extremely hard to get the Store (Fountain Gate #3113)and the company to where it is today.
I know I usually think its great to embrace change and I laugh at those who find it difficult, I for some reason am finding this situation a little different. Have I got to the age where I am starting to reflect upon the good old days.. infact yes!
When I was a boy, in my first year of school at Fountain Gate Primary I remember my first excursion being to Safeway at Fountain Gate. I can taste that Teddy Bear Biscuit and Cordial in my mouth now... those were the days.
The designer and the company directors both agree that the new logo was a must and the name change to Woolworths will be well received. An article on website www.foodweek.com.au stated After consultation with staff and management of Woolworths and many hours of brainstorming, Hulsbosch developed the new logo combining the three key elements of the famous strap-line. ‘W’ for ‘Woolworths’, the colour green and fruit for ‘the fresh food’ and a person with arms in the air – food is energy for ‘people’.
Firstly I don't understand the 'hands in the air' situation, secondly I'd love to find out from my ex Safeway workmates if any of them were asked for an opinion about the companies new direction. I doubt it. I bet majority of Safeway staff would be dead against having to be 'more like Sydney'. We always disliked the fact that things in our store had to change to bring it in line with 'what Sydney were doing'.
An article relating to the change of logo and the move to re branding its Victorian Supermarket chain was written on the Sydney Morning Herald website on August 21. Below is a few paragraphs lifted from the website.
The project to abandon the Safeway name, which is on 189 stores in Victoria, has been kept tightly under wraps. The ditching of a name Victorians have known for decades and which has been kept intact since the NSW-based Woolworths bought the chain in the 1980s, is a sensitive matter.
Dropping the Safeway name makes it easier for Woolworths as it moves into other areas, such as financial services and loyalty card programs. Branding experts said the move made sense.
"It's not as if people are in love with their supermarket brand," Tim Riches, the managing director of brand consultancy Futurebrand, said. "Supermarkets haven't made that emotional connection with customers. Anyone that tells you that Victorians are in love with Safeway as a brand is talking rubbish."
I'd love to hear your thoughts. Especially my ex Safeway friends.
We were Safeway, the fresh food people.
JaseOUT!
