Safeway (UK)

Defunct UK supermarket chain

Safeway (UK) was a prominent supermarket chain in the United Kingdom, operating from 1962 until its acquisition by Morrisons in 2004. The brand was briefly revived in 2016 as a private label by Morrisons.

History

Original Safeway logo

The origins of Safeway in the UK can be traced back to 1962 when the American company Safeway Inc. opened its first store in Bedford. The expansion of the chain was rapid, and by the 1980s, Safeway had become one of the leading supermarket chains in the UK.

In 1987, Safeway was acquired by Argyll Foods, a move that significantly increased its market presence. Under Argyll's management, Safeway expanded its store formats and introduced new retail concepts, including larger superstores and a focus on fresh food offerings.

Acquisition by Morrisons

A Safeway superstore in Bude

In 2004, Safeway was acquired by Morrisons, a supermarket chain based in Bradford. The acquisition was part of Morrisons' strategy to expand its footprint in the south of England. Following the acquisition, most Safeway stores were rebranded as Morrisons, although some were sold to other retailers such as Tesco, Sainsbury's, and Asda.

Revival as a Private Label

In 2016, Morrisons announced the revival of the Safeway brand as a private label for its wholesale business. This move was aimed at providing a range of products to independent retailers and wholesalers, leveraging the nostalgic value of the Safeway brand.

Store Formats

Safeway operated a variety of store formats, including:

• Superstores: Large stores offering a wide range of groceries and non-food items.
• Town Centre Stores: Smaller stores located in urban areas, focusing on convenience shopping.
• Petrol Stations: Many Safeway stores included petrol stations, providing additional services to customers.

Marketing and Branding

File:Safeway uk 2016 logo.svg

Safeway logo used in 2016

Safeway was known for its distinctive branding and marketing campaigns. The chain often emphasized quality and value, with slogans such as "Lightening the Load" and "Today's Better Value". The brand's visual identity evolved over the years, reflecting changes in consumer preferences and market trends.

Legacy

The acquisition of Safeway by Morrisons marked a significant shift in the UK retail landscape. While the Safeway brand no longer exists as a standalone supermarket chain, its legacy continues through the private label products offered by Morrisons.

Related Pages

• Morrisons
• Tesco
• Sainsbury's
• Asda
• Safeway Inc.