David Jones and bp have confirmed that they will end their convenience partnership and their 35 dual-branded sites will be transitioned over the coming months.
The news comes less than 12 months after the two businesses announced a rapid expansion of their network, with around 21 dual-branded sites opening across Sydney and Melbourne since August last year.
A spokesperson for bp told C&I that David Jones had reviewed its food strategy leading to the decision for the businesses to part ways. But the spokesperson confirmed that BP would continue to offer customers a high-quality fresh food offering, and the transition presents an exciting growth opportunity for the business.
“bp confirms that, following a review by David Jones of its food strategy, our organisations have collectively agreed to work through a managed transition that will see our relationship end in the coming months. We wish David Jones all the best in its future business activities.
“The 35 current bp and David Jones stores in Sydney and Melbourne will transition away from being dual-branded, however will continue to offer a wide range of distinctive, fresh and high-quality products.
“bp remains committed to delivering the best possible experience for our customers and will continue to actively pursue our strategy of transforming retail convenience and putting customers at the heart of everything we do.
“We know the needs of consumers are changing and we are excited by the growth opportunity this presents for bp in Australia. A differentiated offer which is delivered well clearly resonates with our customers, who lead busy lives and want easy access to healthy and delicious food, alongside bp’s other high-quality products and fuel offers,” bp spokesperson.
A spokesperson for David Jones explained the new direction of its food business to C&I and wished bp all of the best with its new-look convenience offer.
“David Jones and bp have agreed their pilot convenience partnership will end in the coming months. This follows a strategic review by David Jones of our food business to focus exclusively on bespoke Food Hall experiences at our Elizabeth Street and Bondi Junction locations, and premium pantry and seasonal gifting ranges in-store and online.
“All 35-existing dual-branded David Jones-bp locations will transition to a new-look bp convenience offer. David Jones remains committed to delivering an exceptional food range reflective of our customers’ needs and preferences while reducing cost and enhancing overall business performance.
“We thank bp for its strong collaboration throughout the partnership and wish the business all the best in the next phase of its development.”
Great idea if the David Jones “FOOD” brand actually meant anything in Australia. Sounds like In2food South Africa thought they knew the Australian food landscape. Unfortunately they didn’t! When will overseas companies realise that Australia is not like the USA or Europe. We have ample choices and very little population. Why purchase food from a service station at a high price point price when there are so many quality food options available. This is definitely a case of “I told you so” to the Directors of In2food Australia!
Well said George. OS companies really have no idea about the Australian market place. Look at all the failed food franchises that have succeeded in the USA & Europe, but failed miserably in OZ
We did not see any publicity about DJ/BP. Perhaps keeping it a well-kept secret came at a cost?
I wouldn’t be the least bit surprised if OTR snaps them up, to be honest.
I’m extremely disappointed in this decision by David Jones. Having quality food (and flower) offerings so conveniently-positioned was wonderful. You’ve let the community down, David Jones.
In2food Australia under Voluntary Administration…Too many eggs in one basket! Arrogate Directors cought out with their blinkers on! – Shame Shame Shame