South Africa’s Pick n Pay CEO slashes prices—even though the strategy failed him at Tesco

Tesco cut its prices and still, no one came.
Tesco cut its prices and still, no one came.
Image: Getty Images/Oli Scarff
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Here he goes again.

Pick n Pay’s new chief executive Richard Brasher is planning to cut prices to win back market share. Brasher took the helm of the struggling food retailer that is South Africa’s second largest to help it out of its long slump.

But the strategy he’s using has failed before. Brasher implemented the so-called Big Price Drop campaign while at Tesco. It was dubbed the Big Price Flop as it backfired.

Pick n Pay continued its downward slide with a 31% drop in full year earnings reported yesterday. This was not a surprise, Brasher said, saying weakness was expected.