Woolworths New Zealand has conducted a short-term Home Burgers drive-thru trial in a supermarket carpark. The initiative supported the launch of its beef burger patty range and highlighted the role of own-brand products during the summer trading period.
The activation ran from January 26 to 28 at Woolworths Pukekohe South. Some 4500 Home Burger kits were distributed at no charge.
Vehicle queues were recorded throughout the trial, and stock was exhausted each night. The results indicated demand for at-home meals replicating takeaway convenience.
Conrad Webber, marketing manager for fresh food and own brand at Woolworths NZ, said the drive-thru format provided a way to present restaurant-style meals designed for home preparation, while also testing a new approach to customer engagement.
“The drive-thru format let us take a familiar dining-out experience and bring it into a retail setting,” said Webber.
“Across the three nights, the positive response was a great reminder that Kiwis love restaurant-style food they can easily recreate at home, and reinforced that own brand can deliver on flavour, quality and convenience in a way that fits our customers’ lives.”
At the trial site, customers drove through the store carpark to collect a Home Burger kit. The kit used Woolworths Own Brand products, including beef patties, brioche buns, sliced cheese, salad components and condiments. Each kit was packed in a reusable Woolworths bag and included preparation instructions for home use.
The activation formed part of Woolworths’ broader Home Burgers launch. It positioned the beef burger patty range as an alternative to takeaway-style burger occasions.
The campaign targeted households seeking speed and familiarity amid continued cost sensitivity, and focused on bundled meal solutions rather than individual item purchases.
