Level of operations refers to the scale of food production and the amount of sophistication of the technology used. The various levels of operation and mechanisation include household, small business, large company and multinational. Woolworths is a large company. A large company is characterised by a range of stores across Australia, large scale food production and selling, stores including industrial equipment, high turnover and a large number of employees.
In Australia, there are 872 Woolworths supermarkets and in 2012, 38 new stores opened nationally.
Overall, full year sales through supermarkets, liquor stores and petrol stations increased by 4.9% from AU$45 312 billion in 2011 to AU$55 130 billion in 2012. Sales in the Supermarket division totalled to AU$48 564 billion in 2012 which is an increase of 4.9% from AU$46 312 billion in 2011. Petrol sales for the full year were AU$6 714 billion in 2012 which is an increase of 11.4% compared to AU$6 025 billion 2011. Woolworths opened 18 new petrol stations during 2012, bringing the total to 599 sites. Sales of liquor increased by 3.8% from AU$36 176 billion 2011 to AU$37 549 billion in 2012. Woolworths have extensive employee numbers, employing 190 000 people nationally in stores, distribution centres and support offices.
Woolworths has a wide variety of machinery, equipment and technology used in supermarket stores, distribution centres and support offices. Machinery and equipment includes forklifts, commercial kitchens, ovens, heaters, fridges, food slicers, ladders, storage shelves and transportation trucks. Technology used by Woolworths includes cash registers, barcode scanners, computers, automatic doors, handheld transceiver (walkie talkie), Woolworths’ iPhone app and website.
Woolworths has also released an extensive range of emerging technology in 2012. In February, Woolworths introduced virtual supermarkets in Sydney and Melbourne.