Thousands of people made the best of ‘Super Specials’ that were on offer at the Food 4 Less in the South Auckland suburb of Otahuhu last month as the Supermarket marked its sixth Anniversary.
Defying rain and cold weather, the eager shoppers thronged the precincts of the retail store on Atkinson Avenue to get better value for money.
This writer experienced the shopping frenzy on April 30 as the sixth anniversary celebrations culminated in a ‘grand draw,’ with the main winner receiving a return air ticket to Fiji and four others qualifying for a cash award of $500 each.
But everyone appeared to a winner, purchasing a wide range of groceries, rice, wheat, flour, sugar, salt, soft drinks, snacks, bulk food and meat at prices that were far lower than normal.
Manager Dhirendra Sharma said the ‘Specials’ were the most appropriate way of celebrating the Anniversary with customers.
“We placed many items at cost, reduced the price of many others below normal. We have always strived to offer quality goods at low prices to promote customer satisfaction. Nothing gives us greater pleasure than hearing people say that they get better value for money at Food 4 Less Supermarket,” he said.
Hundreds of people filled more than one trolley each, as if there was no morrow, testifying his statement.
“The prices here are unbelievable. I have come from a long way, hearing about the specials,” Mohammed Afzal, a resident of North Shore City said.
Members of the Muslim community are assured of the Halal Certificate that accompanies all meat products. The butchery section at the Supermarket was among the busiest, with fresh cut meat.
Director Nilesh Prakash is gratified that the Supermarket has stood the test of the worst market conditions over the past two years.
“Our mission has always been to offer high quality goods at low prices and optimize benefits for customers. Although competition has become fierce, we have been fortunate to have a growing number of loyal customers. We believe in giving the best at the best possible price,” he said.
Incomparable Prices
Food 4 Less has been living up to its name and reputation.
Basmati Rice was an outstanding example. A five kg bag of ‘Kohinoor’ Brand was available at $24.99 ($29.99 elsewhere), while ‘Picric Select’ and ‘Punjab Valley’ were sold respectively at $19.99 and $12.99, reportedly 30% cheaper than other supermarkets.
A five-pack Maggie Noodles was up for grabs at $2.99, Roasted and Whole Cashew Nuts at $18.99 and $17.99.
The Supermarket also beat its own price of several other items. A large, 25 kgs of ‘Eaglobe Rice,’ was offered for $27.99 compared to the normal price of $39.99, while two kgs of frozen Cassava was available for $2.95, down from the everyday price of $3.99.
“We purchase the items placed on sale in large quantities from well known sources that guarantee quality and make them available at low prices to our customers. The savings that we make in bulk purchases are passed on to our customers,” Nilesh said.
Offering more for less may be a tough job in today’s market but Food 4 Less hopes to create a niche for itself among a cross-section of customers it serves.
The Anniversary, like its predecessors, was an occasion for everyone to celebrate.
