Waitrose... it's just not worth it
Discussion
It’s a few years since I had a directorship, I can’t remember the last time my build was ‘powerful’, beards (of any description) are for deviants and Red Bull is disgusting. But, in spite of only being normally endowed in the finance department, I would always rather go without than buy something of low quality. And this applies to food in particular.
So, you can imagine my delight a year or so ago, when a Waitrose opened a matter of only 800m from my house (half a mile, in old money). Less than five minutes’ walk. (But I drive. Obviously)
I’ve given them a good go; they have been my main supermarket for that period and I’ve spent plenty of money, on basics through to luxuries, all to get that Waitrose experience. And do you know what? It just isn’t worth it.
I will gladly pay vendor A more for the same product than vendor B, if I believe that vendor A differentiates himself in some positive way. But I’m struggling to see what that differentiation is. All I see is Waitrose adopting the same shoddy practices adopted by the mainstream supermarkets and falling into a few traps of their own:
- ‘Special offers’ when, in fact, the produce is simply coming into season locally
- Poor quality fresh produce, which remains premium-priced
- Poor availability of ‘the basics’, bread, milk etc.
- Poor quality stock rotation
- Only short-coded or reduced-price product on sale for given lines
- Temperamental, handheld, self-scan technology
- Competitor price-matching folly
and, worst of all,
- Changes to the terms with which the company engages with its customers which are not properly and timely briefed to staff, leading to confrontation in-store.
I like shopping. For anything. And I love seeing how clever retailers take their customers through a positive retail experience. Visit good quality food stores in Germany, Switzerland and even France, and the range and quality of goods makes Waitrose look like an inferior corner shop. I don’t understand why we’re denied access to that level of food retailing; I absolutely believe that there are sufficient customers who will pay for quality.
The crown, in the UK, was there for the taking. Waitrose has been around for years, in small numbers, and their decision to escalate their estate is to be applauded. But it strikes me that in setting out on that journey they simultaneously decided to drop the differentiation between them and their competitors when, in fact, that was the only reason we wanted to shop there.
Bit of a stream of consciousness, so I’ll add further thoughts/recollections in due course, but I’d be interested to hear your views on our ‘premium’ food chain.
So, you can imagine my delight a year or so ago, when a Waitrose opened a matter of only 800m from my house (half a mile, in old money). Less than five minutes’ walk. (But I drive. Obviously)
I’ve given them a good go; they have been my main supermarket for that period and I’ve spent plenty of money, on basics through to luxuries, all to get that Waitrose experience. And do you know what? It just isn’t worth it.
I will gladly pay vendor A more for the same product than vendor B, if I believe that vendor A differentiates himself in some positive way. But I’m struggling to see what that differentiation is. All I see is Waitrose adopting the same shoddy practices adopted by the mainstream supermarkets and falling into a few traps of their own:
- ‘Special offers’ when, in fact, the produce is simply coming into season locally
- Poor quality fresh produce, which remains premium-priced
- Poor availability of ‘the basics’, bread, milk etc.
- Poor quality stock rotation
- Only short-coded or reduced-price product on sale for given lines
- Temperamental, handheld, self-scan technology
- Competitor price-matching folly
and, worst of all,
- Changes to the terms with which the company engages with its customers which are not properly and timely briefed to staff, leading to confrontation in-store.
I like shopping. For anything. And I love seeing how clever retailers take their customers through a positive retail experience. Visit good quality food stores in Germany, Switzerland and even France, and the range and quality of goods makes Waitrose look like an inferior corner shop. I don’t understand why we’re denied access to that level of food retailing; I absolutely believe that there are sufficient customers who will pay for quality.
The crown, in the UK, was there for the taking. Waitrose has been around for years, in small numbers, and their decision to escalate their estate is to be applauded. But it strikes me that in setting out on that journey they simultaneously decided to drop the differentiation between them and their competitors when, in fact, that was the only reason we wanted to shop there.
Bit of a stream of consciousness, so I’ll add further thoughts/recollections in due course, but I’d be interested to hear your views on our ‘premium’ food chain.
Never been. I make do with inferior suppliers like Aldi and Sainsburys. Also those local farmer types who sell veg and meat and the lady round the corner who sells eggs via an honesty box the customer service isn't up to much as ive never seen her but her eggs are great just stick a quid in the box and take half a dozen.
Asda here 
It's joint closest (with Tesco), it's cheaper than Tesco, my eldest works there parttime so we get a 10% discount on top, the other customers seem "normal" to me 9as in you get the full spectrum), even if they weren't I'm a grown man who doesnt wet his knickers at the sight of "lehrrr clarrrse sc'm".
Waitrose is very nice. When I've been in there it seems a LOT quieter than Asda so shopping can be a little less stressful. OTOH prices were dearer and the quality of the food is about the same.
It's joint closest (with Tesco), it's cheaper than Tesco, my eldest works there parttime so we get a 10% discount on top, the other customers seem "normal" to me 9as in you get the full spectrum), even if they weren't I'm a grown man who doesnt wet his knickers at the sight of "lehrrr clarrrse sc'm".
Waitrose is very nice. When I've been in there it seems a LOT quieter than Asda so shopping can be a little less stressful. OTOH prices were dearer and the quality of the food is about the same.
Nimbus said:
V8mate said:
and, worst of all,
- Changes to the terms with which the company engages with its customers which are not properly and timely briefed to staff, leading to confrontation in-store.
Do tell..- Changes to the terms with which the company engages with its customers which are not properly and timely briefed to staff, leading to confrontation in-store.
Sitting on the train, on the way home from work one day, an email from Waitrose drops into my phone. 'myWaitrose cardholders now get the Waitrose mag free' it advised. Previously only available free to John Lewis cardholders.
I had intended to pop in on the way home anyway, got to the till, cashier scanned all my goods, I then pointed at the magazine whilst simultaneously waving my card and asked whether I could have one.
No. JL cardholders only.
Yeah, but I got an email. Today. Maybe you haven't been briefed yet.
She calls a supervisor.
No. JL cardholders only.
Yeah, but I got an email. Today. It's in my pocket; wanna see it?
No. Look, just have the mag. But you're not supposed to have one for free.
Great experience.
Month later. New mag out. I try again.
No. JL cardholders only.
FFS. Surely they've briefed the staff by now?
Again, I'm given one because they are... like... so into customer satisfaction, but obviously cursing me under their breath.
Month 3. Mag holder now has a little notice saying 'free to myWaitrose cardholders'.
It's managing things like this which sets you apart from the mainstream. It's ensuring that the staff know about stuff before the customers, not leaving them to fire-fight at the frontline.
Second example.
Marketing leaflet tells me that as a 'myWaitrose' cardholder, I can have a free cup of tea or coffee when I'm instore. Given how close I live, it's always an unlikely choice for me, but one day LadyV8 and I had dropped our car off for its MOT nearby, so wandered round to Waitrose for some elevenses.
In the coffee shop...
Which drinks are in the 'free drink' offer? (You know; can I have a poncey coffee?)
What?
Free coffee or tea... for myWaitrose cardholders?
No. Not here.
Erm... yeah it is. You wrote to me.
(tries to outsmart me...) Oh yeah, that promotion has ended now.
It wasn't a promotion; it was a 'benefit'
>she looks blankly into space<
Whatever... order as normal; she's clearly not interested. (have I wandered into the Asda cafe by mistake?)
Got another leaflet reminding me of this 'benefit' last week.
These are not the behaviours of a premium service brand.
dtmpower said:
boobles said:
We use Acado for our home delivery which is basically Waitrose & they are superb.
Not any longer - Acado and Waitrose agreement expired several years ago and now Waitrose have their own delivery section. We have a waitrose, co-op, sainsburys, m&s all withing walking distance.
Would have to drive 25 mins to go to nearest Asda or Tescos so not worth going to.
Waitrose out of all the locals is by far the best for customer service & quality of produce.
Often find the deals excellent, and when we have gone to the other local supermarkets to 'give them a go', have always ended up disapointed. (Mainly in the difference in meat quality)
Our waitrose is also the largest out of all the supermarkets and has a good range of lower priced essentials and more expensive treats, plus good locally produced products and more exotic things that you just can't get in supermarkets usually.
Excellent choice of wines and beers and if we are ever stuck for a last minute present there is always something nice enough to give down some of the isles.
Would have to drive 25 mins to go to nearest Asda or Tescos so not worth going to.
Waitrose out of all the locals is by far the best for customer service & quality of produce.
Often find the deals excellent, and when we have gone to the other local supermarkets to 'give them a go', have always ended up disapointed. (Mainly in the difference in meat quality)
Our waitrose is also the largest out of all the supermarkets and has a good range of lower priced essentials and more expensive treats, plus good locally produced products and more exotic things that you just can't get in supermarkets usually.
Excellent choice of wines and beers and if we are ever stuck for a last minute present there is always something nice enough to give down some of the isles.
I use Ocado too. Their delivery service is by far the best - one-hour time slots, helpful drivers, excellent customer service, items packed well and easy to remove from the big plastic boxes, and it's very rare to have substitutions - usually everything you ordered arrives.
The other supermarket delivery services could learn a lot from Ocado!
The other supermarket delivery services could learn a lot from Ocado!
V8mate said:
Nimbus said:
V8mate said:
and, worst of all,
- Changes to the terms with which the company engages with its customers which are not properly and timely briefed to staff, leading to confrontation in-store.
Do tell..- Changes to the terms with which the company engages with its customers which are not properly and timely briefed to staff, leading to confrontation in-store.
<stuff cut>
These are not the behaviours of a premium service brand.
V8mate said:
dtmpower said:
boobles said:
We use Acado for our home delivery which is basically Waitrose & they are superb.
Not any longer - Acado and Waitrose agreement expired several years ago and now Waitrose have their own delivery section. 
calibrax said:
I use Ocado too. Their delivery service is by far the best - one-hour time slots, helpful drivers, excellent customer service, items packed well and easy to remove from the big plastic boxes, and it's very rare to have substitutions - usually everything you ordered arrives.
The other supermarket delivery services could learn a lot from Ocado!
+1 to this.The other supermarket delivery services could learn a lot from Ocado!
If you do get a sub and it's more expensive, they only charge you the price of the original item.
They were late for our last delivery, but warned us early enough and gave us £10 off our next order. Turns out there'd been a fire at the warehouse!
t in their mouths as possible. i'm sure waitrose used to be considered quite a poor supermarket many years back compared to sainsbury's...?
i find the clientèle a little nice in waitrose but i'm not convinced that the meat or veg is any better than the good stuff in other supermarkets and my local one never has any offers. i can frequently perform almost entire shops of half price stuff in tesco's and sainsbury's - and not on things going out of date either.
i only use waitrose for my brazilian fizzy guarana drink
i find the clientèle a little nice in waitrose but i'm not convinced that the meat or veg is any better than the good stuff in other supermarkets and my local one never has any offers. i can frequently perform almost entire shops of half price stuff in tesco's and sainsbury's - and not on things going out of date either.
i only use waitrose for my brazilian fizzy guarana drink
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