Waitrose reaffirms counter commitment

Date : 12 November 2020

Laura Jacobson

Head of Insight - RA UK

Following news of Sainsbury's counter closures, Waitrose has committed to the long-term future of its own food service counters in-store.

Point of difference in-store and online

Waitrose highlighted how keeping its counters open through COVID-19, as well as adding new lines since the spring, is a point of difference from competitors.

The retailer remains committed to training specialist Partners to serve on its counters, part of an enhanced programme launched last year.

In addition to its store counter proposition, Waitrose will also relaunch its counter products on Waitrose.com in 2021.

Jackie Wharton, Director of Category Proposition at Waitrose, comments “Waitrose is renowned for its service counters and they remain a key reason why many people shop with us...Not only do our counters offer the freshest produce available on the market, they provide something special, personalised and more sustainable."

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