I was surprised to see Darrell Lea liquorice at Officeworks in Pitt Street Sydney yesterday. The Officeworks price is $1.00 per pack higher than I can easily find it elsewhere. So much of the Officeworks low prices claim in their expensive ad campaigns.
The other surprise was the placement of the product in a dump bin, next to what look like cheap products. This is not the type of representation I expect to see for a quality brand.
Dump bins in Australian retail typically suggest a deal. This is not a deal.
If you sell Darrell Lea and have an Officeworks nearby, be aware.
It was generous of Officeworks to allow you to photograph this.
Troll.
This is identical to the display in our local corporate Aust Post store. I used to move quite a bit of DL particularly in the winter with around 15 cartons of stock per week. The new ownership may well have rescued the brand however I feel that its proliferation in servos, Post Offices, Officeworks … you name it has cheapened the brand. Maybe it’s just me but I don’t believe the product even tastes the same as it once did. The liquorice you took a photo of was their hero product as is now a poor shadow of its former self.
i stop selling DL, i prefer Dolce