Elaine Fenwick was assigned to run the Weatherfield branch of Bettabuy with assistant manager Curly Watts when Reg Holdsworth was promoted to Head Office until a full-time manager was appointed. Curly and Elaine were both in line for the position but Elaine had a head start over Curly as she knew all the board members personally, with only Reg speaking up for Curly. However, Reg secured the job for Curly and Elaine was appointed assistant manager instead.