An interesting look at the story of Safeway, brilliantly told by the man behind the name, Bill Pratt.

Author:	Bill Pratt
Publisher:	‎ Brolga Publishing Pty Ltd (9 October 2014)
ISBN:	ISBN-10: 1920785841 ISBN-13: 978-1920785840
Characteristics:	256 pages, Paperback ; 21 x 13.5 cm.
Source:	Street Library, and returned.
Date Read:	October 2024.

Bill grew up in Frankston where he helped manage his father’s general store. He gives a good picture of what early Frankston was like. He joined the RAAF becoming a qualified engineer. At the end of this, he returned to retail, buying and taking over his father’s Frankston supermarket in 1947; and beginning his long and highly successful retail career.

Along with Safeway’s and Bill’s history, there are many tips and advice on how to succeed in business, which is why Ivanhoe Grammar School library once held this book. The most important lesson, I think, was to provide a friendly and courteous service to customers, which still persists today at Woolworths, which took over Safeway in 1985.

Even as a top company executive, Bill spent time with the large Safeway staff, opening stores and more. He knew how to harness the new medium of television to promote the brand, with Safeway becoming a major sponsor of New Faces. During this time, celebrities like Graham Kennedy and Pete Smith helped lift Safeway’s public profile.

Told are also some the underhand dealings that go on in retail land. Before Safeway entered NSW Coles registered the business name Safeway, thus preventing Safeway from using their brand. This was gotten around by calling the stores Red S.

Conclusion

This book was a terrific read, there’s a lot of nostalgia, especially if you grew up with a Safeway supermarket in your area. The lovely demeanour and attitude of Bill provides a positive influence and makes the book a wonderful read.

Chapters

1. Growing up in Frankston
2. From RAAF to student engineer
3. Bill Pratt – Grocer
4. New beginnings (marriage and self-service)
5. From one store to two
6. Self-service takes off
7. A vision of the future: supermarkets in the USA
8. Minding your Ps and Qs
9. The future comes to Frankston
10. Joining with Safeway
11. Learning in the Big League
12. Putting lessons into practice
13. Australia’s first Safeway store
14. Spreading out
15. Taking the Safeway reins
16. Australian Safeway stands alone
17. Discovering a haven amidst expansion
18. Nothing comes easy
19. Moving to Mulgrave
20. A new face at New Faces
21. Courtesy is catching
22. The era of the Hypermart
23. The great price war of 1981
24. Surviving difficult times
25. The battle for barcodes
26. Safeway turns 21 (and tries for $1 billion sales)
27. Two zones, further expansion
28. The VFL taskforce and the end of an era
29. In conclusion
30. Acknowledgements
31. Milestones

Timeline

The many achievements of Bill Pratt.

• Joined RAAF (1943)
• Purchased small service Grocery Store (1947)
• Sold out to Safeway Stores inc. USA (1963)
• Appointed Chairman & Managing Director of Australian
• Safeway Stores (1967)
• Board Member, Victorian Egg Board (1979)
• Appointed to Woolworths Board to oversee Safeway 20% holding (1985)
• Appointed non ex Director, Glaxo Pharmaceutical Company (1987)
• Appointed non ex Director, Charles Davis / McEwans (1988)
• Appointed Member in the General Division Order of Australia (AM) (1993)
• Retired from all commercial Boards (1995)
• President Scope (then Spastic Society Vic. (12 years))
• President Australian Cerebral Palsy Association, & Miss Australia Company
• President, Australian Retailer’s Association
• President Victorian Retailers Association
• President, Australian Food Retailers Association
• Founding Pres. Australian Product Numbering Association (Bar Code)
• Founding President, Victorian Organ Donor Registry
• President Transplant Promotion Council
• Founding President Rotary Club Glen Waverly
• President Rotary Club Frankston
• Member Rotary Club Moorabbin
• Member National Labour Consultative Council
• Member National Advisory Committee Prices & Incomes
• Member National Advisory Committee Tourism Australia

Further Reading