Shoppers Flock to Christchurch’s New Alternative Supermarket

A new supermarket in Christchurch has attracted significant attention since its opening last week. Kai Co, co-owned by Ethan Vickery and his father Shane Vickery, aims to provide an alternative to the established supermarket duopoly of Woolworths and Foodstuffs. In just the first three days, sales nearly doubled expectations, indicating strong community support for the new venture.

Local Sourcing and Competitive Pricing

The Vickerys leverage their backgrounds as former butchers to focus on local markets and suppliers, ensuring their offerings include fresh meat and produce at competitive prices. “I think it’s something that is cheaper to be sourced locally. There’s no benefit being a big corporate and buying in bulk when it’s fresh food,” Ethan Vickery explained. He emphasized the flexibility of their business model, allowing suppliers to directly communicate with the store about surplus items.

As the business gains traction, the Vickerys are looking to expand their product selection. Initially, some suppliers viewed them skeptically, perceiving the store as a clearance outlet. However, after witnessing the store’s appeal, suppliers have begun approaching them with interest. “When we were talking to suppliers originally, they kind of thought we were sort of like a clearance place. But now they’ve seen what we are,” Vickery noted.

A Back-to-Basics Approach

Kai Co adopts a straightforward strategy by focusing on quality food without unnecessary frills. Ethan Vickery critiqued previous attempts to challenge the major supermarket chains, stating they often failed by attempting to compete on the same terms. “I think they’ve all tried to be too upmarket. They haven’t been cheap, they haven’t been solving a problem. The problem is the cost of living,” he stated. He believes many shoppers simply need access to good quality food at reasonable prices.

Vickery highlighted that their approach does not involve loyalty programs or complex marketing strategies. Instead, they prioritize delivering simple, high-quality food at accessible prices. “We’re not trying to be too fancy. We don’t have loyalty cards or anything like that; it’s just simple, good quality food at a good price,” he concluded.

The Vickerys’ venture reflects a growing demand for alternatives in the grocery sector, especially in areas dominated by large chains. As they continue to engage with local suppliers and customers, the future of Kai Co looks promising, with the potential to reshape shopping habits in Christchurch.