Waitrose price cut campaign should spur indies on with their own promotions

By Greg Pitcher

Industry commentators have urged independent food retailers to promote their own strengths a er Waitrose launched a huge campaign highlighting its price cuts.

The supermarket is promoting the reduced cost of hundreds of products through TV and radio adverts, social media and heavy physical branding, including a 6m-tall “3D” billboard in West London.

A number of other mainstream grocers have also slashed prices in recent weeks as soaring in ation and interest rates squeeze household budgets.

To compete on their own terms, consumer behaviour consultant Philip Graves said it was important for small food retailers to consider what messages they wanted to get across to shoppers.

“There may be a ‘price’ or ‘value’ element but if the proposition is based on quality, novelty or local sourcing then it makes sense to focus on building those associations,” he said.

“Independents are only competing indirectly with supermarkets. They o er shoppers a di erent experience.”

Daniel Williams, project manager at Cheshire-based Godfrey C Williams & Son, said advertising the quality and provenance of produce not only tempts customers in but helps build critical relationships with suppliers.

“When I think of supermarket price-cut campaigns, I immediately think of the producer and wonder how much they’re being squeezed,” he said.

“Our supplier Belton Farm recently won trophies at the International Cheese and Dairy Awards so we might put a poster up or a social media post. I don’t see supermarkets doing that.”

Williams also has a noticeboard out on the street outside the Sandbach deli, advertising events and other community-building activities.

“There are a lot of things delis could do to put themselves above others,” he said. “Many supermarkets have been closing their deli counters so we can promote ours and the products we o er. I also see businesses talking about their sta .”

Meanwhile some

Research shows con dence in multiples is at its lowest in nearly a decade

Public faith in food retailers is at a nineyear low, research has revealed.

A survey by consumer champion Which? found that trust in the groceries industry in May 2023 was the lowest it had been since November 2014.

confidence inde figure of re resented a huge fall from grace for the sector in the context of recording a score of during the first ovid loc down in May 2020.

ine in consumers polled for the latest report said they were worried about the price of food – almost as

New Openings

Cornish deli-café Sabzi, which already has sites in Truro and Falmouth, will open two new locations in the county this summer. Its Padstow and Nansledan outlets will follow the same principles of making great food accessible to both locals and tourists.

independents see the positives of supermarkets investing in promotional activities that draw footfall to the high streets.

Ruth Huxley, owner of the Great Cornish Food Store, said the Truro business was “very fortunate” to be next door to Waitrose.

“Our store sells only local food & drink and we showcase Cornwall’s abundance of ne produce.” she said. “We share many customers with Waitrose.” many as were concerned about energy costs.

Middle Eastern inspired business Honey & Co is opening a new deli, bakery and café, called Honey & Co Daily in London’s Bloomsbury area. The new site will feature a 40-cover dining room and a deli takeaway counter.

Piemaker Hoskyn’s has o ened its first bric s and mortar site. The new deli on the High Street in the Essex town of Maldon will feature its own pies and the artisan cheese it has been selling at farmers’ markets across Essex and Suffolk since 2019.

In response to rising food prices, more than half of respondents said they had bought cheaper items, while 4 in 10 had shopped around.

More than 1 in 10 had s i ed meals, while of respondents had used a food bank.

Meanwhile a separate Which? survey of over 2,000 UK adults found that two-thirds felt cheated by the prices in convenience stores.

Which? director of policy & advocacy Rocio Concha said: “People should not have to pay over the odds for everyday essentials just because they struggle to get to a large supermarket.

“While the whole food supply chain affects prices, supermarkets have the power to do more to support people who are struggling, including ensuring everyone has easy access to basic, affordable budget ranges at a store near them, including smaller stores for consumers who rely on these.

“Supermarkets must also provide transparent pricing so people can easily work out which products offer the best value.”

Devon-based Eversfield Organic has incorporated fellow West Country firm Coombe Farm Organic into its business, in a move that will double the size of its online butchery operation and expand its customer base.

Eversfield Organic, founded in 2004 by managing director Mark eversfieldorganic.co.uk

Bury, began as a local organic grocery service and has since expanded to offer nationwide deliveries.

It also operates a number of farm shops, organic inns and cafés, as well as running the butcher and fishmonger’s counters in Selfridges Food Hall, London.