Promotional material sent to One Stop stores attacked McColl’s higher pricing on products such as Heinz Baked Beans, own brand semi-skimmed milk, sugar and Warburtons white bread.
Commenting on the campaign, retail expert David Gilroy told Better Retailing: “One Stop was saying price on sugar, for example, was 70p compared with £1.20 in McColl’s, and this was present in several stores.
“It’s a strange benchmark because the consumer doesn’t care about how much products in McColl’s are. It would have been interesting if the campaign was benchmarking against Co-op
“One Stop’s offers are as good as, if not better than, Sainsbury’s. Strategically I couldn’t tell what the objective was.”
Both convenience chains run similar smaller format stores in neighborhood locations.
One Stop has 900 stores, while McColls operates more than 1,500 sites. McColl’s is reported to have made attempts at acquiring the Tesco-owned One Stop chain in 2017.
A One Stop franchisee, who asked not to be named, said the campaign was being run in company-owned sites only.
One Stop did not comment when asked about the marketing campaign by Better Retailing.