Wellcome - with its consistent focus on fresh foods, low prices, friendly customer service and conducive store environment - turned in a strong performance in 2004. Wellcome's ability to deliver "freshness" as a competitive edge is largely due to the chain's Fresh Food Processing Centre that handles 2,000 different products and has the capacity for two daily deliveries to all 242 stores.
Wellcome will continue to enhance its brand image by investing in strategic store refurbishing programmes and fine-tuning its format.