Jump to content

Waitrose

From Wikipedia, the free encyclopedia

This is an old revision of this page, as edited by François~enwiki (talk | contribs) at 10:22, 25 April 2010 (→Duchy Originals: Added link to main "Duchy Originals" article). The present address (URL) is a permanent link to this revision, which may differ significantly from the current revision.

Waitrose
Company typeSubsidiary
IndustrySupermarket
Founded1904[1]
FounderWallace Waite, Arthur Rose, David Taylor [2]
Headquarters
Bracknell[3]
,
England , UK
Number of locations
225[4]
Area served
UK
Key people
Mark Price, Managing Director
Tony Solomons, Retail Director
Richard Hodgson, Commercial Director
Richard Mayfield, Finance Director
Mark Williamson, Supply Chain Director
Ailsa Emmerson, Personnel Director[5]
ProductsFood
Revenue£5046.8 million[6]
£173.5 million [6]
Number of employees
42,900[7]
ParentJohn Lewis Partnership
Websitewww.waitrose.com

Waitrose is a chain of supermarkets in the United Kingdom and the food division of the British retailer and worker co-operative the John Lewis Partnership. As of January 2010, Waitrose 225 branches across the United Kingdom and a 4.3% share of the market, making it the 6th largest grocery retailer in the UK.[8]

The company attempts to differentiate itself from its competitors by offering high quality food and placing emphasis on its standard of customer service, as a result it has the reputation of being more expensive and is popular with the middle classes.[9]

The company has a Royal Warrant to supply groceries, wine and spirits to Queen Elizabeth II.[10]

The company has a long term goal of opening 400 branches across the UK by 2017 and doubling its revenue to £8bn by 2016.[11]

History

File:ABCD0008.JPG
A typical Waitrose branch (Chesham branch)
Waitrose branch in Petersfield, Hampshire

which carries the old Waitrose logo.

Waitrose branch in Peterborough, Cambridgeshire
Waitrose branch in Newark, Nottinghamshire. For several years from its opening in 1997 to 2005 this branch was the most northerly in the UK
File:Waitrose petrol station, Lincoln.JPG
A Waitrose Petrol Station in Lincoln
The Waitrose branch in Lincoln

Founded in 1904 by Wallace Waite, Arthur Rose and David Taylor, Waitrose began as a small grocery store, 'Waite.Rose&Taylor', in Acton, West London[7]. In 1908, two years after David Taylor had left the business, the name “Waitrose” (a portmanteau of the remaining founders' names) was adopted. In 1937, the company, consisting of 10 stores and 160 employees, was taken over by the John Lewis Partnership.[7]

In 1955, the chain opened its first supermarket in Streatham, London and continued to expand throughout London and the South East during the 1960s. In the 1970s Waitrose opened branches in Hampshire, Bedfordshire, Essex and Cambridgeshire.

In 1981 counter service was introduced for fresh meat, fish and cheese, and in 1983, Waitrose became the first major supermarket chain to sell organic food.

In 2000, Waitrose purchased 11 stores from rival Somerfield.[12]

In order for Morrisons to meet competition regulations following its acquisition of Safeway, it was required to sell 52 of the Safeway stores. The first batch of 19 stores were sold to Waitrose in 2004,[13], and in August 2005, it purchased a further five former Safeway stores. This took the firm as far north as Durham (now closed)[14], fitting with its long term strategy to evolve into a national retailer. In December 2005, Waitrose also bought another store at Biggin Hill, south east London, from Morrison's. In July 2006, Waitrose announced it had purchased another six stores from Morrison's and also a former Safeway regional distribution centre in Aylesford, Kent.

In June 2008, Waitrose announced the acquisition of four Woolworths store sites for conversion to Waitrose branches in Chiswick, Battersea (Clapham Junction), Edgware Road (Marylebone) and Chapel Market, Islington. All these stores are now trading.[15]

In January 2009, Waitrose announced that they had acquired 13 sites from The Co-operative Group. One site in Melksham, Wiltshire was bought from Somerfield and opened on 18 March 2010.

Recent developments

John Lewis Foodhalls

Waitrose operates food halls in key stores of sister chain John Lewis. The stores are officially branded as 'John Lewis Food Hall', but the stores do carry many Waitrose own-brand product lines. The first John Lewis Food Hall opened at the flagship London Oxford Street department store in October 2007; a second opened at the Bluewater branch in August 2009.

Welcome Break

Following a successful franchise deal with the motorway service station operator, Welcome Break, in May 2009[16], Waitrose announced plans to expand its presence in the convenience store sector. The firm has also signed a deal with Alliance Boots which will see Boots operating branded pharmacies and retailing health and beauty products through Waitrose stores; in return Boots stores will sell Waitrose food products.[17].

Spinneys

Waitrose has a licensing agreement with Spinneys of Dubai, United Arab Emirates to open three purpose-built branches, of which the first opened in the Dubai Mall in October 2008. Spinneys will convert 20 of their own stores to the Waitrose format by 2010.[18]

Waitrose Essentials

Departing from earlier practice, there is now an economy brand "essential Waitrose" [19], which includes both obvious items such as milk and chicken as well as less obviously "essential" items such as "essential Waitrose butter croissants" [20]. The marketing of essential Waitrose has been around the tagline "quality you'd expect at prices you wouldn't". 1,400 new and existing products have been rebranded with this name using simple white-based packaging.

Duchy Originals

In September 2009, Duchy Originals, the struggling organic food business started by Prince Charles was rescued by Waitrose, who has agreed an exclusive deal to stock the range, and to pay a small fee to charity. In return, Prince Charles has graced a number of Waitrose stores, and dined with senior Waitrose executives and their wives.[21]

Ocado

In January 2000, the online food retailer Ocado was launched with the John Lewis Partnership as a principal supplier and part owner. The Ocado service is only available in certain areas of Britain. Ocado uses a central warehouse to service their deliveries. In November 2008, the John Lewis Partnership transferred its shareholding, then 29%, into its staff pension fund. It also agreed a five year supply deal with the business, replacing its previous one year rolling deal.[22]

Waitrose Deliver

Waitrose also operates its own delivery service, WaitroseDeliver, which is only available in certain stores, delivering goods ordered through the Internet and serviced from the local branch. Some stores also deliver after customers shop in-store, branded as "WaitroseDelivery Service". The WaitroseDeliver service also hosts the online ordering system for Waitrose's special order food and cakes service "Waitrose Entertaining" as well as ordinary online grocery shopping. Waitrose is the first supermarket to abolish all delivery charges for as of May 2009. [23]

Corporate identity

The logo of Waitrose prior to the re-brand in 2003

The current Waitrose logo was designed by Monotype fonts and Interbrand,[24][25] to replace the traditional Waitrose logo (pictured right).

Advertising for Waitrose emphasises on the chain's unique selling points. For example, its differences in production processes, emphasising the quality of products or the expertise of their partners (staff). Recent marketing has also attempted to portray the chain as more ethical than other supermarkets, especially with regards to Fairtrade produce.

It was announced on 20 May 2008 that Waitrose would be sponsoring Reading F.C. for the 2008-09 season.[26]

In March 2010, Waitrose released a series of adverts, in print, online and on national television, featuring celebrity chefs Delia Smith and Heston Blumenthal.

Corporate social responsibility

Waitrose donates a proportion of its profits to a group of charities on a proportional basis, whilst individual Waitrose branches manage their own charitable donations and local decisions are made on which charities are to be supported. This is a system called 'Community Matters', where customers are invited to choose who they want money to be donated to.[27]

The supermarket launched the Waitrose Foundation in 2005, providing funds for education, worker facilities and health services among other things for fruit growers in South Africa. Waitrose's vegetable varieties include organic varieties.[28]

Employment practices and benefits

Main article: John Lewis Partnership

As part of the John Lewis Partnership, all of Waitrose's employees are assigned the title of Partner, co-owners of the business. As such, they receive certain benefits, most notably the Partnership bonus, usually around 10–20% of a Partner's yearly salary in a lump sum paid in March (the highest bonus percentage in recent years has been 22%). The annual partnership bonus for 2010 was 15%. After three months service Partners receive an orange discount card which entitles them to 15% discount in Waitrose and 25% in John Lewis Department Stores on most goods. Due to lower margins, discount is 12% on some (mainly electrical) goods in the department stores. The department store discount (25%/12%) also applies on johnlewis.com, but only if the partner has, and uses for the transaction in question, John Lewis's store credit card, the 'Partnership Card'.

In 2005 the business introduced a 'Mystery Shopper' programme to score its branches on the service they provide. The mystery shopper grades the branch on its presentation and on the service the branch provides at its service counters, checkouts, wine department and shop floor. During 2008 Waitrose will be training its partners in its new programme 'fresh on service' which aims to lift core service standards.

The employee levels in selling branches are: non-management Partner, Specialist, third hand (TH), assistant section manager (ASM), section manager (SM), department manager (DM) and branch manager (BM). Above BMs are ten area managers known as Head of Retail Operations (HoROs), working with Registrars who are impartial of management and seek to safeguard the constitution which underpins the Partnership, then the two regional directors (north and south), the director of retail and finally at the top, the managing director, Mark Price. Price reports to the chairman of the John Lewis Partnership, Charlie Mayfield. Waitrose offer many different management courses, including the Retail Management Training Scheme (RMT) where school leavers train to become section managers within two years, continuing to become department managers three years later and a Graduate Scheme that sees people achieving department manager level within two years.

Waitrose also offer industrial placement schemes for students studying a 4 year sandwich degree. This gives them the opportunity to work in Branches leading to a section manager role within the year. They also offer limited placements at their head office in Bracknell; this gives students experience in departments such as Buying, Marketing and Personnel.

Operations

Waitrose branches are mainly located in the south-east of England and in the London areas. The chain only has three branches in the south west of England, five in Wales, twelve in the north of England, and three in Scotland (two in Edinburgh, the other in Glasgow's West End). In the countryside most Waitrose stores are located in towns with smaller populations rather than in towns with larger populations.

Branches are usually finished with white walls. Much attention is paid to lighting with halogen spots in key areas such as service counters, fruit and vegetables and wines.

Waitrose stores vary considerably in size. For example, the smallest branch, Nottingham Trinity Square, occupies 5,815 sq ft (540.2 m2) of retail space and the largest, Southend-on-Sea, over 56,000 sq ft (5,200 m2). [29] The average Waitrose occupies a retail space of around 18,000 sq ft (1,700 m2).

UK Market share

Graph Showing Market Share of Waitrose

TNS Worldpanel reports that Waitrose currently has a 4% share of the food market up 0.1% from 2006, and additionally a 18% and 10% share of the organic food and fish markets respectively. [30]

There have been concerns expressed by members of the Guild of Fine Food retailers that Waitrose is competing with quality independent grocers and farmers' markets, more than other supermarkets.[31]

Awards and acclaims

2006

  • Multiple Retailer of the Year (Re:Fresh)[32]

2007

  • Best High Street Retailer for Customer Service (Which?)[33]
  • UK's Favourite Retailer (Verdict Research)[34]
  • Multiple Retailer of the Year (Re:Fresh)[35]
  • Best Business Initiative (Re:Fresh)[36]
  • Seafood Multiple Retailer of the Year (Seafood Awards)[37]
  • Best Animal Welfare Practice (RSPCA)[38]
  • Best Supermarket [for Wines] (Decanter World Wine Awards)[39]

2009

2010

Waitrose are planning a chain of convenience stores, with the first to open in June 2010. This will be located in Oxford, on Magdalen St at the old Borders site.

References

  1. ^ "Our Founder". John Lewis Partnership. Retrieved 2009-02-25.
  2. ^ "Founders". Ciao. Retrieved 2010-02-25.
  3. ^ "Head Office Location". John Lewis Partnership. Retrieved 2009-02-25.
  4. ^ "About us". John Lewis Partnership. Retrieved Mar 13, 2010.
  5. ^ "Waitrose Management Team". John Lewis Partnership. Retrieved 2009-02-25.
  6. ^ a b "Partnership Brochure" (PDF). John Lewis Partnership. Retrieved 2009-02-25.
  7. ^ a b c "Company History". Waitrose. Retrieved 2009-02-25.
  8. ^ "Tesco's growth strengthens". IGD Retail Analysis. 2 March 2010. Retrieved 4 April 2010.
  9. ^ "March of the middle-class food stores". This Is London. 18 June 208. Retrieved 4 April 2010.
  10. ^ "Waitrose awarded a Royal Warrant". Telegraph. 2002-12-02. Retrieved 2009-02-25.
  11. ^ "Forget Tesco: the bigger threat to small shops may be Waitrose". Guardian. 2007-07-03. Retrieved 2009-02-25.
  12. ^ "Somerfield sells stores". BBC News. 2000-01-26. Retrieved 2009-02-25.
  13. ^ "Waitrose buys former Safeway stores". Guardian. 2000-03-26. Retrieved 2009-02-25.
  14. ^ "Waitrose closes loss-making store". BBC News. 2009-01-24. Retrieved 2009-02-25.
  15. ^ "Is Woolies finished?". Guardian. 2008-06-19. Retrieved 2009-02-25.
  16. ^ "Waitrose agrees first franchise deal with Welcome Break". Waitrose Press Office. 2009-04-01. Retrieved 2009-04-03.
  17. ^ Retail Week on Waitrose-Boots deal and convenience expansion
  18. ^ "Waitrose in Dubai deal to open first stores abroad". Reuters. 2007-12-31. Retrieved 2009-02-25.
  19. ^ http://www.marketingweek.co.uk/essentials-campaign-boosts-waitrose/3001620.article
  20. ^ http://www.waitrosedeliver.com/wdeliver/servlet/JSPs/shop/display_ind_fs.jsp?line_number=681157&prrfnbr=313079
  21. ^ http://www.guardian.co.uk/uk/2009/sep/10/prince-charles-duchy-originals-waitrose
  22. ^ "Ocado gets five-year John Lewis backing". This Is Money. 2008-11-08. Retrieved 2009-02-25.
  23. ^ "WaitroseDeliver". Waitrose. Retrieved 2009-02-25.
  24. ^ "Monotype". Monotype. Retrieved 2009-02-25.
  25. ^ "Interbrand Portfolio". Interbrand. Retrieved 2009-02-25.
  26. ^ "John Lewis weekly dept store sales fall". International Herald Tribune. 2008-06-20. Retrieved 2009-02-25.
  27. ^ "Raising Money For Charity". Waitrose. Retrieved 2009-02-25.
  28. ^ "Origins of our food". Waitrose. Retrieved 2009-02-25.
  29. ^ "New Waitrose store for Nottingham". This Is Nottingham. 2008-10-01. Retrieved 2009-02-25.
  30. ^ "Interview: Waitrose MD Mark Price". Country Life. 2008-12-30. Retrieved 2009-02-25.
  31. ^ "Forget Tesco: the bigger threat to small shops may be Waitrose". The Guardian. 2007-07-03. Retrieved 2009-05-09.
  32. ^ "Re:Fresh Awards Winners 2006". Re:Fresh. 2006-05-11. Retrieved 2009-02-25.
  33. ^ "Waitrose and John Lewis named top of the shops by Which?". Webwire. Retrieved 2009-02-25.
  34. ^ "Waitrose is UK's favourite shop". BBC News. 2007-03-08. Retrieved 2009-02-25.
  35. ^ "Re:Fresh Awards Winners 2007". Re:Fresh. 2007-05-10. Retrieved 2009-02-25.
  36. ^ "Sainsbury's double winner at retail awards". Fresh Info. Retrieved 2009-02-25.
  37. ^ "A night of celebration for Seafood Award winners". Fish Update. 2009-03-23. Retrieved 2009-02-25.
  38. ^ "Past Winners 2007". RSPCA. Retrieved 2009-02-25.
  39. ^ "Decanter World Wine Awards gives Waitrose Top Accolade". Decanter. 2007-09-05. Retrieved 2009-02-25.
  40. ^ "Verdict déjà vu". John Lewis Partnership. 2009-01-16. Retrieved 2009-02-25.
  41. ^ "Waitrose Voted Top Food Retailer for Customer Service". Waitrose Press Office. 2009-01-19. Retrieved 2009-02-25.

Template:Organized labour portal

Wikimedia Commons has media related to Waitrose.
Retrieved from "https://en.wikipedia.org/w/index.php?title=Waitrose&oldid=358181184"