Coles and Woolworths Mexican-inspired roast chicken battle, Digi Mart USA News (Australia): Australia’s supermarket duopoly is locked in a fierce battle over the humble roast chook, a major drawcard for shoppers looking for a quick and affordable meal option.
Woolworths is soaring ahead of Coles in the ongoing competition for customers’ grocery spending, but Coles was the first to release a new flavour of rotisserie chicken. The Mexican-inspired chicken, made in collaboration with Old El Paso, arrived in the supermarket’s warmers this week.
Coles Product Developer Suzanne De Monte, who helped develop the new flavour, 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,” she said.
De Monte said the chicken is versatile. “You can enjoy it as is, or turn it into tacos, tortillas or loaded nachos in minutes, which makes dinner that little bit easier.”
Woolworths has responded with its own Mexican-inspired roast chicken made in collaboration with Mad Mex, the Mad Mex Chilli & Lime roast chicken. Woolworths Deli Merchandise Manager Laura McLeod said Australians are big fans of Mad Mex and that customers have long loved the chain’s hot chickens.
McLeod said the Woolworths version is the first time the company has put rice stuffing in its roast chickens. “Bringing this together with Mad Mex’s signature spice is going to give customers a flavour burst they haven’t tasted before,” she said.
The Mad Mex Chilli & Lime roast chicken arrives in stores on November 16.
Coles and Woolworths sell tens of millions of roast chooks each year, but supermarkets rarely expect large profit margins on them. Instead, rotisserie chickens act as traffic-drivers, with the aroma of roasting birds positioned near the back of the store pulling shoppers through the aisles.
Customers rarely leave with just a chicken. The purchase often triggers additional items such as tortillas, avocados, bagged coleslaw, shredded cheese and bottled drinks, which can turn a $14 chicken purchase into a checkout total of around $50.
Both new flavours will initially be sold at a special price of $13.50 before reverting to a standard price of $14.50.
