Coles launches Old El Paso roast chicken as Woolworths hits back with Mad Mex
Coles and Woolworths are competing with Mexican-flavored rotisserie chickens priced at $13.50.
Coles has released a Mexican-inspired roast chicken made in collaboration with Old El Paso, with Woolworths quickly launching its own Mad Mex Chilli & Lime version. The two chickens start at $13.50 before reverting to $14.50.
The chickens are classic supermarket traffic-drivers: the aroma pulls shoppers to the back of the store, and a single $14 purchase routinely becomes a $50 checkout with tortillas, avocados, coleslaw, and drinks.
Coles Product Developer Suzanne De Monte said the team wanted to give customers a fresh take on a dinner staple. Woolworths added rice stuffing inside its version for the first time.
The two chains sell tens of millions of rotisserie chickens a year but rarely expect high profit margins on them.
- $13.50
- Launch price
- $14.50
- Regular price
- $14 to $50
- Typical basket increase
Why it mattersSupermarkets use loss-leader products to lure shoppers into bigger spending.
AustraliaAustralian shoppers looking for quick weeknight meals now have new flavor options at both major chains.
