PICK N PAY
Parent Company: Pick n Pay Stores Limited
Brand Value: $700 Mil.
Headquarter City: Cape Town
Year on Year Change: -9 percent
Year Formed: 1967
Pick n Pay is the second-largest supermarket chain in Africa with 1732 stores, only 144 of which are outside South Africa. The brand is positioned towards urbanized middle to upper-income consumers and attributes its success to three principles: consumer sovereignty, doing good is good business, and maximizing business efficiency. Like many of its competitors, the brand also offers an app that loads a range of rewards directly on a customer’s loyalty card. In response to a slowing economy in recent years, Pick n Pay has focused on delivering greater value at lower prices, a strategy that seem to be paying off as the brand has returned a strong financial performance in 2018. Pick n Pay also performed best in its category this year in retaining brand value.