Elg & Robinson

Elg & Robinson are about as far away from the traditional butchers' shop image as could be. Their

produce includes not only the standard meat fare, but also a diversified offering of specialty meats,

poultry, wine (as part of a loyalty program), spices, smallgoods (prepared on-site) and seafood. Their

bouquet specialty meats, fish and poultry selections are prepared on the premises and are purchased by

a burgeoning number of professional families with dual incomes living in the area. The marketing effort

underpinning this innovative approach to retailing encompasses new product lines, modern promotions,

competitive pricing and a close eye on location. The creative team behind the image is a partnership

between Phillip Elg and Peter Robinson. Mr Robinson explains: 'Phillip is the director for the company,

Elg Developments; and although we are both employees, we have a partnership agreement.'

The company has focused on their store in Williamstown, which has 12 employees in total. Phillip was

born and bred in Williamstown, and has had a long association with businesses in particular in the area.

He built The Strand, a well-known local seafood eatery, 18 years ago. Phillip was offered the current

site in the concourse directly opposite a Coles supermarket (and the conduit to one of the main

carparks) because of his professional training as a butcher and his expertise in food.

The partners quickly realised that they were catering to a select market of sophisticated professionals

who manage careers and families; making them time-conscious and willing to purchase prepared and

part-prepared meat, poultry and fish meals. The sale of these items is a major differentiating factor

between the store and the Coles supermarket just across the concourse. As well, the partners realised

that there was also a market for speciality smallgoods, so these are provided prepacked and are

displayed separately. They also understand the modern consumer has a need for an ever-changing

selection of products.