Not sure how well you follow Coles, but don't expect them to stay in the 70's for too much longer. Once their recipe is finalised, billions will be spent to change this. Who knows what the consequences of this will be on WOW? I think it would be naive to think that WOW will be forever untouchable.
Whilst WES has not made substantial inroads, their plan was always long term. Since their ownership I believe they have essentially been strategising and concentrating on stopping the rot. If they get the mix right, once they spend the $$$ and roll out the new format, then they'll get some serious traction
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