Coles is fighting for chairs on a sinking ship
The AFR commented that according to the Coles’ MD, Coles is regaining market share from Woolworths. We have said many times that Coles’ core problem is not Woolworths, but highly efficient operators such as Aldi and Costco. Fighting for chairs on a sinking ship is not helpful. Coles should start assessing its KPIs against Aldi rather than Woolworths and a different story will emerge.