Editing Sainsbury's (section)

===Brand relaunch (1999–2003)===
[[File:Sainsbury's Logo.svg|thumb|right|Sainsbury's logo, introduced in 1999]]
In June 1999, Sainsbury's unveiled its new [[corporate identity]]. This was developed by 20/20 Design and Strategy, and included

*the current company logo, 
*new corporate colours of "living orange" and blue,
*[[Interstate (typeface)|Interstate]] as the company's new general use font, replacing the old all-uppercase font, and 
*new [[slogan]] "Making life taste better", created by [[M&C Saatchi]], which replaced its old slogan from the 1960s,
* new staff uniforms.<ref>{{cite web |title=Waiting for a better taste |url=https://www.designweek.co.uk/issues/10-june-1999/waiting-for-a-better-taste/ |website=Design Week |date=11 June 1999}}</ref><ref>{{cite news|first=Alexandra|last=Jardine|title=Sainsbury's overhauls its image for fightback|work=Marketing|publisher=Haymarket Publishing Services|date=10 June 1999}}</ref><ref>{{cite news|first=Kathy|last=Marks|title=Dowdy Sainsbury to rebuild image|work=The Independent|publisher=Newspaper Publishing|page=4|date=3 June 1999|url=https://www.independent.co.uk/news/dowdy-sainsbury-to-rebuild-image-1097701.html}}</ref>

The strapline was dropped in May 2005, and replaced in September of that year by "Try something new today." This new brand statement was created by [[AMV BBDO|Abbott Mead Vickers BBDO]]. While the Interstate font was used almost exclusively for many years, the company introduced another informal font in 2005, which is used in a wide range of advertising and literature.<ref>{{cite web|url=http://www.campaignlive.co.uk/article/sainsburys-backs-try-something-new-today-10m-drive-starring-jamie-oliver/517455|title=Sainsbury's backs 'try something new today' with £10m drive starring Jamie Oliver|date=19 September 2005|publisher=Campaign Live|access-date=11 April 2017|archive-date=12 April 2017|archive-url=https://web.archive.org/web/20170412062105/http://www.campaignlive.co.uk/article/sainsburys-backs-try-something-new-today-10m-drive-starring-jamie-oliver/517455|url-status=live}}</ref>

In 1999, Sainsbury's acquired an 80.1% share of [[Egyptian Distribution Group]] SAE, a retailer in Egypt with one hundred shops and 2,000 employees. However, poor profitability led to the sale of this share in April 2001.<ref>{{cite news|title=Sainsbury's pulls out of Egypt|work=BBC News|date=9 April 2001|url=http://news.bbc.co.uk/1/hi/business/1268099.stm|access-date=28 August 2006|archive-date=28 November 2006|archive-url=https://web.archive.org/web/20061128020941/http://news.bbc.co.uk/1/hi/business/1268099.stm|url-status=live}}</ref> On 8 October 1999, the CEO [[Dino Adriano]] lost control of the core supermarket business within the United Kingdom, instead assuming responsibility for the rest of the group. David Bremner became head of the supermarkets in the United Kingdom. This was "derided" by the city<ref>{{cite news|first=Nigel|last=Hope|title=City derides Sainsbury's boardroom reshuffle|work=The Independent|page=18|date=9 August 1999}}</ref> and described as a "fudge".<ref name="Davisappointed">{{cite news|first=Andrew|last=Wilson|title=Davis returns to the checkouts;Sainsbury appoints new chief executive|work=The Herald|publisher=Scottish Media Newspapers|page=22|date=15 January 2000}}</ref> On 14 January 2000 Sainsbury's reversed this decision by announcing the replacement of Adriano by [[Sir Peter Davis]] effective from March.<ref name="Davisappointed" /> Davis was CEO between 2000 and 2004, with his appointment well received by investors and analysts.<ref>{{cite news|first=Saeed|last=Shah|title=Sir Peter Davis brought back to take helm at Sainsbury's|work=The Independent|publisher=Newspaper Publishing|page=19|date=15 January 2000}}</ref>

In his first two years, he exceeded profit targets, although by 2004 the group had suffered a decline in performance relative to its competitors and was demoted to third in the groceries market within the United Kingdom. Davis also oversaw an almost £3&nbsp;billion upgrade of shops, distribution and IT equipment, entitled 'Business Transformation Programme', but his successor would later reveal that much of this investment was wasted and he failed in his key goal – improving availability. Part of this investment saw the construction of four fully automated depots, which at £100&nbsp;million each cost four times more than standard depots.<ref name="depots">{{cite news|first=Abigail|last=Townsend|title=How the 'Newbury process' turned Sainsbury's round|url=http://www.findarticles.com/p/articles/mi_qn4159/is_20060423/ai_n16212212|archive-url=https://web.archive.org/web/20150924121604/http://www.findarticles.com/p/articles/mi_qn4159/is_20060423/ai_n16212212|url-status=dead|archive-date=24 September 2015|work=The Independent on Sunday|publisher=Independent Newspapers|date=23 April 2006|access-date=8 February 2007 }}</ref>

In 2001, Sainsbury's moved into its current headquarters at Holborn, London. Sainsbury's previously occupied Stamford House and twelve other buildings around [[Southwark]]. The accounting department remained separate at [[Streatham]]. The building was designed by architectural firm [[Foster and Partners]], and had been developed on the former [[Trinity Mirror|Mirror Group]] site for Andersen Consulting (now [[Accenture]]); Sainsbury's acquired the 25-year lease when Accenture pulled out.<ref>{{cite news|first=Nigel|last=Cope|title=Sainsbury's looks to sell HQ for £100m after move to Holborn Circus|url=https://www.independent.co.uk/news/business/news/sainsburys-looks-to-sell-hq-for-pound100m-after-move-to-holborn-circus-627769.html|work=The Independent|publisher=Independent Newspapers|date=9 December 2000|access-date=9 November 2008|location=London}}</ref>

Sainsbury's was a founding member of the [[Nectar (loyalty card)|Nectar]] loyalty card scheme, which was launched in September 2002, in conjunction with [[Debenhams]], [[Barclaycard]] and [[BP]]; Debenhams, Barclaycard and BP have all subsequently left the scheme, although until the chain's demise Nectar points continued to be awarded for online purchases at Debenhams made through the Nectar app. The Nectar scheme replaced the Sainsbury's Reward Card; accrued points were transferred over.<ref>{{cite news|title=Technical glitch sours Nectar launch|url=http://news.bbc.co.uk/1/hi/business/2263614.stm|work=BBC News|date=17 September 2002|access-date=9 November 2008|archive-date=24 February 2009|archive-url=https://web.archive.org/web/20090224161415/http://news.bbc.co.uk/1/hi/business/2263614.stm|url-status=live}}</ref>

In January 2003, [[Wm Morrison Supermarkets]] (trading as Morrisons) made an offer for the [[Safeway (UK)|Safeway]] group, prompting a bidding war between the major supermarkets. The Trade and Industry Secretary, [[Patricia Hewitt]], referred the various bids to the [[Competition Commission]], which reported its findings on 26 September. The Commission found that all bids, with the exception of Morrisons, would "operate against the public interest". As part of the approval Morrisons was to dispose of 53 of the combined group's shops.<ref>{{cite news|url=https://query.nytimes.com/gst/fullpage.html?res=9F05E4D7123DF934A1575AC0A9659C8B63|title=Britain Blocks Big Chains From Taking Over Safeway|newspaper=The New York Times|date=27 September 2003|access-date=22 December 2015|archive-date=19 July 2022|archive-url=https://web.archive.org/web/20220719015246/https://www.nytimes.com/2003/09/27/business/international-business-britain-blocks-big-chains-from-taking-over-safeway.html|url-status=live}}</ref>

In May 2004, Sainsbury's announced that it would acquire fourteen of these shops, thirteen Safeway shops and one Morrisons outlet, located primarily in the Midlands and the North of England.<ref>{{cite news|first=Susie|last=Mesure|title=Sainsbury's buys 14 supermarkets from Morrisons|url=https://www.independent.co.uk/news/business/news/sainsburys-buys-14-supermarkets-from-morrisons-563478.html|work=The Independent|date=15 May 2004|access-date=9 November 2008|location=London|archive-date=16 October 2015|archive-url=https://web.archive.org/web/20151016232407/http://www.independent.co.uk/news/business/news/sainsburys-buys-14-supermarkets-from-morrisons-563478.html|url-status=live}}</ref>