Four Square has made a century of providing service to communities across Aotearoa. Four Square’s origins date back a hundred years to July 1924, when a square was drawn around the ‘4’ on the calendar by local grocer and Four Square founder J Heaton Barker.
The first self-service supermarket in New Zealand, Four Square Onehunga, was a groundbreaking concept that revolutionised how Kiwis shopped. It allowed them to select their groceries instead of relying on a clerk to collect them.
According to Greg Stone, Head of Four Square, Foodstuffs North Island, the key to the brand’s enduring relevance and longevity isn’t what has changed but what has remained constant.
“Four Square supermarkets are places where the local community gathers, where you might run into a neighbour, exchange a laugh with the checkout operator, and grab a loaf of bread – all in one go,” said Stone.
“Being around for 100 years is a remarkable achievement, and it’s a milestone we couldn’t have reached alone. This anniversary is a chance to express gratitude to all the New Zealanders who have supported us over the years – our customers, suppliers, and communities.
Four Square Martinborough, which the Kershaw family initially established as an independent grocery store in 1873, embodies the community spirit of Four Square longer than any other.
Conor Kershaw, the fourth-generation grocer and owner-operator of Four Square Martinborough, will celebrate Four Square’s 100th birthday with the community he and his family have served through wars, recessions, and technological advancements.
“As an owner-operator, we are an integral part of our community. We know our customers by name and ensure personalised service. My family has been involved with this store for four generations, and we would not have made it this far without consistently adapting to the changing needs of our customers,” said Kershaw.
“Back in the 1900s, we had to buy in bulk, and every customer had to buy the same thing. Supermarket floors were wooden and often covered in sawdust; shelves were floor-to-ceiling, making it difficult to reach what you wanted. Poor lighting and concepts like customer flow and the strategic placement of stock weren’t seen as a science.”
By embracing the Four Square brand and becoming a true self-service supermarket, they expanded their range and sold customised items, like medicine and a ‘serve yourself’ biscuit rack.
The team at Four Square Martinborough and many other Four Squares have planned a grand birthday celebration for the century. The celebration will include giveaways, specials, and a limited-edition range of Mr. Four Square merchandise available for purchase in-store.
