Based on the opinions here, I'm amazed woolworths is doing so well financially. Yes, they are taking a knock the past few years from Checkers who upped their game dramatically, and now PnP doing the same. But they still posting solid earnings.
So since the general consensus is Woolies is expensive and only for the wealthy, there must be a lot of really wealthy people in the middle class suburbs.
Reality is, like mentioned above, woolworths doesn't offer an entry level or budget price option. They only cover the middle of the market, and do that really well, and then have a range of premium products that are actually really good quality, but you need to pay a premium for them.
If you actually do a proper price comparison, an compare the same type of products between checkers, pnp and woolworths, everything costs about the same, give or take 5-10% either way. But you can't compare the cheapest pnp no name brand baked beans, with a can imported borlotti beans from woolworths. That silly.
Meat used to be a lot more expensive at woolworths, but now days the price is pretty much the same between checkers/pnp/woolies, but the quality of woolworths and checkers is way above pnp.
Woolworths chicken is expensive, but you get what you pay for. Much much lower saline content than the others, which means almost no shrinkage when you cook it. The free range chicken at woolworths also tastes a damn side better than others, and whether it's on brand strength alone, I trust the rBST and growth hormone free sticker on the woolies chicken, because it tastes so much more “natural”. Same can be said about the eggs. The woolworths free range eggs are a much deeper yellow, and a lot closer to that of my own free range eggs from my garden variety chickens at home.
Bread/milk/cheese/rusks/coffee/tea/eggs/cereal etc there is almost nothing between the stores on price. Granted you compare the same products. Milk might be a exception, but the woolworths milk is a step above, with faircape from pnp or checkers being the closest comparison, but then the price is close again.
But to get back to the point, love them or hate them, specialised delivers a good product at a market related price, in every sector of the market. Yes, s-works is insanely expensive, but at the comp, elite and pro levels, their bikes often provide better value compared to similar offerings from competitors. If you want to hate on a brand for “overpricing” I think Santa Cruz and Yeti are better targets - granted they do not offer any entry level options, you still pay a hefty sticker price for the badge there, specifically on their “entry level” stuff.