A supermarket battle has erupted in a North-East town after two major stores opened within days of each other. Local traders fear the battle could have unintended consequences.

Duncan Leatherdale investigates.

SAINSBURY’S shoppers are more sedate than Tesco customers if the opening performances are anything to go by.

While shoppers queued for an hour on Monday to enter the Tesco Extra at Tindale Crescent, just outside Bishop Auckland, yesterday’s opening of Sainsbury’s on the Abraham Enterprise Park, just a stone’s throw away, was far more civilised.

At 9am, the ribbon was cut by the town’s Mayor Lesley Zair and ten-year-old St Helen Primary School pupil Lauren Grey, allowing a trickle of customers to make their way through the doors.

By 9.30am however business was booming. A child ran past pursued by a vexed parent yelling dire warnings, silverhaired shoppers tottered down the aisles and two young men stood transfixed by a wall of flatscreen TVs.

Tesco, looming over the road like a great battleship with its blue funnels on the roof, was also alive, the clash of cutlery emanating from the cafe; gangs of girls giggling their way through the clothes section.

Meanwhile in Asda and Morrisons, a couple of miles away, it was business as usual.

By 10am both stores were busy. There were no desperate attempts to lure customers with promises of cheap deals.

It was as if the two rivals hadn’t even opened.

And that’s just how both Morrisons and Asda want to play it.

Asda store manager Darren Noble said: “We welcome competition – it is good for our customers and for the town. We’re confident in the quality and value we offer customers.”

Morrisons played to its strengths, stressing how its meats are prepared on-site, something other supermarkets cannot match.

“We remain fully committed to serving customers in Bishop Auckland with more people preparing more food instore than any other retailer.”

Bishop Auckland may only have a population of 25,000, but the town has suddenly found itself on the front-line in the battle between the supermarket rivals.

Supporters say the supermarkets will bring more choice. Critics fear they will draw shoppers away from the town centre.

The new Tesco Extra offers more than food and drink.

Profits on non-food items are five times higher than groceries.

Nationally, booming sales of electrical goods and clothes have helped Tesco maintain its market lead. And the George clothing range played a big part in Asda overtaking Sainsbury’s for second place.

Andy Turner, county councillor for West Auckland, thinks the store wars will be good for the town: “They will be cutting each other’s throats to get the best deals for customers.”

That’s a view echoed by fellow county councillor Rob Yorke, who said: “You’ll see petrol prices, food prices and the like come down.”

But councillor Sam Zair, who runs a cafe in the town, fears a bleak future: “It’s good these two stores have brought more than 600 new jobs, but at what cost to the town centre?

“Morrisons and Asda can ride out the storm but the smaller retailers will find it tough.”

Times are already tough according to Gordon Draper, owner of Bondgate Books.

“Fore Bondgate will be as quiet as Morrissey’s stag night,” he said. “The superstores will destroy the market and put a nail in the coffin for this street.”

Mr Draper pointed to the free parking the supermarkets offer: “They’ve got all the parking – all we’ve got is tickets.

People only have so much money to spend and, odds on, they’ll spend it at the supermarkets.”

Businesses fear the new supermarkets could do to Bishop Auckland town centre what Tesco Extra did to Newton Aycliffe seven years ago.

County councillor for Aycliffe North Paul Gittins said the store had sucked the life from the town centre.

The former shopkeeper said: “Based on floor space, people can get a lot more variety in a supermarket, where they are also inside, away from the poor weather, than in a shopping street. It’s the lifestyles we lead that make supermarkets so attractive because of the convenience and comfort they offer.

“If I had a shop in Bishop Auckland I would be frightened because in a few weeks the effects will be felt.

“Opening stores will be healthy for Sainsbury’s and Tesco, but not for the town.”

Rob Yorke, county councillor for West Auckland – the ward now home to Tesco and Sainsburys – and chairman of the South Durham Enterprise Agency, said smaller shops should focus on the opportunities the supermarkets bring.

The Bishop Auckland Town Centre Forum has organised a food festival, Christmas markets, a motor show and themed shopping days.

Coun Yorke said: “I understand small business will feel threatened, but you’ve got to look at it in a proactive way.”

Let battle commence.