Pick n Pay wants to retain it's top spot in the retailer business

Wolmaransstad - Pick n Pay hopes to recapture its top position in South Africa’s retail sector through consumer-savvy deals that help shoppers stretch their budgets 

One of the ways it is doing this is by offering heavily discounted meals and foods, leveraging its new partnership with banking group FNB to drive even more loyalty through combining rewards programmes.

The retailer has had a rough few years, with financial and operational difficulties.

The group has been closing down loss-making stores across the country, while trying to revitalise and regain ground lost to competitors like Shoprite in the lower-end and Woolworths in the higher-end.

CEO Sean Summers has implemented a remarkable turnaround strategy at the group that is starting to bear fruit, operationally.

Now, the group is tackling its positioning the eyes of consumers by leveraging its popular SmartShopper rewards programme and new partnership with FNB.

The group announced a new benefit for FNB clients on Pick n Pay’s SmartShopper programme, who will now receive double discounts on the group’s “Burger Friday” promotion.

Pick n Pay’s Burger Friday special offers all the ingredients to make four hamburgers for R150.

It was launched as a ‘complete meal’ package that the group says has become a weekly tradition for thousands of families.

The promotion was developed as a way for the retailer to regain a foothold among shoppers, offering value-focused deals to help South Africans stretch their budgets.

It includes four fresh buns, lettuce, tomato, cheese, and a choice of four burger patties — beef, chicken, or vegetarian — offering a complete family meal at an affordable price.

However, with the combination of both the Smartshopper and FNB eBucks rewards programmes, Pick n Pay said joint customers can now get the deal for R60, which works out to be R15 per burger.

To access the discounted price, customers must swipe their Smart Shopper card and pay with their FNB card.

FNB, Smart Shopper customers pay just R60 instead of the regular R150. Non-FNB Smart Shopper customers pay R110.

On 1 April, Pick n Pay became FNB’s primary eBucks grocery partner, offering customers up to 30% back in eBucks.

Launched on 4 April 2025, Pick n Pay said the partnership has attracted thousands of shoppers across all income segments to Pick n Pay stores nationwide. It has boosted both businesses.

The group said FNB saw an increase in customer sign-ups, while Smart Shopper sign-ups grew by over 50% year-on-year, as customers wanted to capitalise on the savings.

However, Pick n Pay said that “Burger Friday” was just the start of many value-driven initiatives trying to achieve the same goal.

“Seeing the massive appetite for great-value combo meals like Burger Friday, we launched a range of everyday deals to help customers save on family favourites, and the results show how these are also a hit across South Africa,” the group said.

For example, Smartshopper members pay R100 for two large pizzas from Thursday to Sunday. On Saturdays, customers pay R70 for a six-pack Bombsquad wors and six hotdog rolls.

Pick n Pay said it is also tackling the cost of protein with its popular Sunday Chicken Special – which offers two rotisserie chickens. Meat Cut Tuesdays offer bulk meat deals.

“We’re reshaping the weekly shop into something customers can look forward to – convenient, affordable meal solutions every day, at prices they can trust,” the group said.

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Updated: August 2025 

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