 However, Coles Group announced in March 2007 it was "pausing" the re-branding of BI-LO stores to Coles, following the poor results of the 129 stores re-branded thus far.Market analysts commented that the conversion program was unsuccessful due to Coles' transforming of stores in affluent areas first, the replacement of BI-LO's budget items with more expensive equivalents, and the removal of trademark budget meat packs.Reflecting on the failed conversion strategy later in 2007, Coles chief operating officer Mick McMahon stated "a strategy you can't execute is probably not the right strategy".