Marry quality with value
Matt Wyatt
MARKET CONTEXT
As 2007 ushered in 2008, supermarket chain waitrose was enjoying the best of times. Having enjoyed, for many years, a deserved reputation as Britain's best quality supermarket, it had recently announced ambitious growth plans to double the size of the business within ten years.
Opening its doors to a broader audience with advertising that proclaimed 'Everyone deserves quality food', Waitrose promised to open up a world in which quality food was the norm, not the exception. The first step toward democratising quality food had been taken, and the future looked...