The poultry retailing business is not for the chicken-hearted. Rami Levi Chain Stores Hashikma Marketing 2006 Ltd. (TASE:RMLI) has fired the opening shots in a new round of the Chicken Wars, cutting the price of chicken to NIS 2.90 per kilogram on total purchases of at least NIS 199. The discount is limited to three kilograms.
The campaign is currently only taking place in Jerusalem area stores, but CEO Rami Levi told "Globes" that he planned to extend it to other stores around the country later this week, including in the Krayot where the First Chicken War was waged.
Rami Levi timed the launch of the new campaign with the opening of Super-Sol Ltd.'s (TASE:SAE;Pink Sheets:SSLTF) rebranded discount chain, Yesh. Yesh is challenging the Shefa Shuk discount chain of rival Blue Square Israel Ltd. (NYSE: BSI; TASE: BSI). While Israel's top two supermarket chains are waging a PR cockfight in the press and on billboards, Rami Levi is playing chicken on the ground.
Levi added, "I'm not battling Yesh or Shefa Shuk. I'm competing against everyone."
Published by Globes [online], Israel business news - www.globes-online.com - on August 17, 2008
© Copyright of Globes Publisher Itonut (1983) Ltd. 2008