Four Square

It was a big year for Four Square with our 96th birthday celebrations, a new website in time for peak summer trading, a reinvigorated focus on the brand, and rapid sales growth on last year thanks in part to New Zealanders shopping local during lockdown.

As a result of acting on customer insights, focusing on delivering our customer promises of Everyday Essentials, Fresh Faves and Local Service, and driving loyalty with our engaged local customers, the brand enjoyed continued success.

We joined forces with New Zealand artist Dick Frizzell to produce an artwork print, with all profits going to New Zealand charities – KiwiHarvest, Lifeline and Women’s Refuge – during the first lockdown when charity organisations were experiencing increased demand.

We also wanted to recognise our local community heroes this Christmas, and launched the Four Square Christmas Community Hero Award for people who had a positive impact in their local community in 2020.


Five ways we were here for customers in FY21

  1. Our weekly mailer went digital – saving 125 million pages a year from being printed.
  2. We started using customer data to highlight products on our social media channels to let customers know we had ‘just what they need, right nearby’.
  3. Many of our Four Squares offered personal delivery, pickup services, and charge accounts to the elderly and vulnerable in their communities during lockdown.
  4. Our buying model revolution continues to help us deliver more of what our customers want and need, with 11 new categories in FY21.
  5. We welcomed ‘The Charlies’, with nine awards celebrating the best of the best who live our customer promises of Everyday Essentials, Fresh Faves and Local Service.