Today’s Special

Super Butcher

A truly Australian company, Super Butcher was first opened to the Australian public in 2003, with its first location in Yatala. Prior to the opening of its first factory outlet, Super Butcher exported its beef to Japan. According to, 70 per cent of Australian beef has traditionally been exported and is seldom available to the Australian Public. Super Butcher spokesman, John Filmer, who has been with the company since it was first opened to the public, says that this was because the higher quality beef would fetch a higher price overseas.

Taking a different approach, Super Butcher first began delivering its brand of high quality beef and meat products to the hotel and restaurant industry, but by 2005 the company decided to fully open its locations to the public so that anyone could enjoy this fantastic product. And it’s not just quality beef Super Butcher provides; perhaps you’d rather a Pork Eye Fillet, some Marinated Chicken Kebabs? Whatever you’re looking for, Super Butcher has it and can suggest just the thing to please any palate. At present, you can look for a Super Butcher store in Ashmore, Birkdale, Eagle Farm, Oxenford, Waterford and Yatala.

Not to be confused with a typical butcher shop, Super Butcher has created a truly unique shopping experience for its customers. When someone walks into the store they are actually entering a giant fridge that’s kept under five degrees Celsius, stocked with hundreds of cuts and varieties of meat to choose from, displayed much like a giant deli. “We offer a huge variety of good quality meat,” explains Mr Filmer. “At a regular butcher shop you’ll go in and if you want a rump, you either have a choice of yearling rump or prime rump, whereas at Super Butcher what we have done is we have educated our customers with customer service on the floor, in our newsletters, and in specific training courses that we offer to people. It’s a bit like the wine industry; when that started out you basically drank a red or you drank a white and didn’t really know much more about it. As people’s palates developed and people became educated about wine, they began to become a lot more fussy about what they drank and their palates developed. It’s the same with meat, and so we’ve developed and educated our customers in the same way.”

Super Butcher does this very well, through its excellent customer service staff who will not only show a customer what they are looking for, but will introduce them to things they may not have even known were available. For example, the Tasmanian Rib Fillet is a fantastic cut of meat that comes from an animal raised without the use of any growth hormones – good news for the health conscious meat lover.

Traditionally, Super Butcher has only sold meat and accompanying products such as dry spices, rubs, marinades and sauces. Recently, however, the business has expanded into stocking more supermarket lines. Soon the company will be a one-stop shop stocking a large range of the fresh foods one would find in a supermarket along with its broad selection of quality meats. In fact, the expansion will be dramatic, adding over 500 new product lines to the smaller stores and 1500 new product lines to the two larger outlets.

Along with these new items, Super Butcher has also decided to introduce supermarket grade meats for the budget conscious shopper – a high level of quality and at a good value. Where value is concerned there will be no question now that Super Butcher is moving toward a new standardised in-house grading system. The highest grade meats will be labelled Diamond and Gold, which represent the company’s traditional product, and to reach more customers, Super Butcher will offer the supermarket-level meats, clearly labelled so that customers know exactly what they are getting from week to week.

A great deal of behind the scenes work goes into stocking quality meats, and Super Butcher prides itself on its experienced buying team, who know exactly where to go for the best quality. For instance, some meat plants package their meat better so that it stays fresh longer – there are dozens of nuances such as these that take years of experience to discern, and together, they add up to the best possible product lining the Super Butcher shelves.

Mr Filmer explains, “When you walk into Super Butcher you will get service like you wouldn’t get anywhere else.” Shoppers are greeted by a member of the staff who will not only show them around but will explain how to use and prepare the product. They will indulge the shopper with examples and recommended cooking styles. “Our customer service is something that we value very highly,” says Mr Filmer. “You can rely on it.”

There are other things to watch out for once in the store, even if one is low on time and only looking for a few staples. Super Butcher regularly hosts sales that are advertised via newsletter to around 100,000 subscribers as well as on the company website, and on its Facebook site, offering excellent deals on things like a very popular line of Rib Eye Fillets, where, for example, a shopper can buy five for the price of three. Super Butcher also offers Marbled Beef which is one of those products that is typically destined for overseas. Thanks to its strong supplier base, Super Butcher can always pull some strings to get a good amount of this product in its shop and sell it at a very reasonable price. It’s very good quality meat and always a great deal. Another pleasant surprise is the fact that Super Butcher will deliver its products anywhere in SE Queensland, Sydney and Melbourne.

Super Butcher always has its eye on the pastoral industry, and maintains solid relationships with its suppliers, giving the company a competitive advantage in the marketplace. With ongoing access to a variety of high grade meats, there are exciting opportunities ahead. Super Butcher is planning to open upwards of 30 new outlets over the next three years to increase its footprint throughout Australia. Keep your eyes open for a store opening near you.

Making Sense of Management

Management is the art, or science, of getting things done through people. Sounds fairly straightforward – except for the fact that people are not robots waiting to do our bidding. People have their own minds, motivations, and goals. So how do managers keep operations – and the people behind them – running as planned?

November 21, 2018, 3:44 AM AEDT