Our strategy

Our vision, purpose and strategy

For Coles to be at its best we need a shared vision, purpose and strategy as well as a culture that values consistent behaviours.

Our vision is to 'become the most trusted retailer in Australia and grow long-term shareholder value'.

Becoming the most trusted retailer in Australia means we are reliable and responsible, and delivering on our purpose. We have millions of shareholders and that's why it's important that we focus on long-term shareholder value.

Our purpose is to 'sustainably feed all Australians to help them lead healthier, happier lives'.

This is why we exist. We have an important role to play to sustainably feed all Australians. From food waste to a sustainable food chain, we want to be sure we're here for another century, creating jobs, supporting our suppliers and making a positive difference in our local communities.

Our strategy is all about changing at pace, efficiency and innovating for the future and outlines how we will deliver for our customers and teams.

Our purpose. 'Sustainably feed all Australians to help them lead healthier, happier lives'. Smarter selling through efficiency and pace of change. Win together with our team members, suppliers and communities. Inspire customers through best value food & drink solutions to make lives easier.
Our behaviours
Look ahead
Energise everyone
Deliver with pride

Our strategic pillars

We have prioritised three strategic pillars to deliver our purpose:

Smarter selling

Smarter Selling through efficiency and pace of change

  • Technology-led stores & supply chain
  • Strategic sourcing
  • Optimised network and formats
  • Efficient and agile SSC​
Inspire customers

We will inspire customers through best value food and drink solutions to make lives easier

  • Customer obsessed
  • Tailored offer with trusted and targeted value
  • Own Brand powerhouse
  • Destination for convenience and health
  • Leading anytime, anywhere shopping
  • Accelerate growth through new markets​
Win together

Win Together with our team members, suppliers and communities

  • Wellbeing and safety in our DNA
  • Great place to work – increase engagement
  • Drive generational sustainability
  • Better together through diversity
  • Innovation through partnerships

Our Values

Our Values guide the day-to-day decisions and actions of all team members, shaping the way we work together to get things done.

Customer obsession

Customer obsession: We constantly seek to better understand our diverse customers.

Passion and pace

Passion and pace: Enthusiasm, energy and responding at pace is us at our best.


Responsibility: We always strive to do the right thing, reduce waste and take accountability for our actions.

Health and happiness

Health and happiness: We believe caring about our team members helps them do a great job in caring for our customers, suppliers and the community.

Our LEaD behaviours

LEaD describes how we work and the behavioural expectations we can have of each other.

It is a set of guideposts on how we behave when we are at our best, and when we are at our best, we Look Ahead, Energise Everyone and Deliver with Pride.

Look ahead

Look Ahead is all about being future focussed: knowing the landscape, being less reactive and more planned and communicating the vision well.

Energise everyone

Energise Everyone is all about bringing people on the journey: collaborating across the business, supporting and empowering everyone, while taking the time to celebrate the wins along the way.

Deliver with pride

Deliver with Pride is all about executing: being accountable and holding each other to account, sticking with the plan and having fun while we do it.