The typical customer at Waitrose’s Glasgow branch enjoys a healthy diet alongside favourite treats like macaroni cheese and chunky chips, according to figures released today [11 November 2010] to coincide with the store’s first 12 months of trading.
Since the Byres Road store opened last year, its 164 employees have welcomed more than 1.25 million customers through its doors.
In trading terms, the Glasgow branch is on a par with busiest Waitrose stores in London and the south east.
Soft fruits – strawberries, raspberries and blueberries – are top of Byres Road shopping lists accounting for over 7 per cent of all purchases and showing Waitrose customers’ determination to achieve a healthy, 5-a-day.
But the trading figures reveal that West End shoppers also have comfort-eating favourites: macaroni cheese, chunky chips, petit pois and Pinot Grigio all feature in the top 10 selling items.
Six out of eight items in the top ten best-sellers, are products from the essential Waitrose range: a range of 1400 everyday items at everyday prices.
Sales of fresh pork, beef and organic sweet potatoes continue to grow each week and demand for locally and regionally sourced Scottish produce is high.
Andy Loveday, Branch Manager of Waitrose Byres Road, said the sales figures showed that the store’s reputation for high quality produce and its commitment to local and regional sourcing was proving popular with Glasgow customers. He said:
“We’ve had an excellent first year in the city and our customers clearly have a big appetite for healthy foods alongside favourite treats.
“Our customers also want to know that the food we offer is of the highest quality that we can source. And many also shop with us because they’re looking for good customer service and staff who really know and care about the food they sell.
“As every one of us is a Partner – a co-owner in the business – we’ve a real stake in getting that right.
“Waitrose Byres Road continues to exceed predicted sales performance and serves to underline the business confidence in expanding our presence in Scotland.”
Waitrose champions Scottish local and regional suppliers, including several producers exclusive to the supermarket such as West, the Glasgow Green-based brewery; the Handmade Meringue Company and Gigha Island Halibut.
Byres Road customers have also had a chance to select the beneficiaries of the Waitrose Community Matters scheme which donates £1,000 each month to local charities and projects.
Maggie’s Cancer Centres, The Notre Dame Centre and the Glasgow Simon Community are some of the charities chosen in the first 12 months by customers who cast their vote using a token they get with each till transaction.
The online grocery shopping and free delivery service, WaitroseDeliver, now delivers to shoppers living in a wide range of Glasgow postcodes.
- Around 3,400 customers visit the shop each day and Waitrose Partners are handling more than 24,000 transactions each week.
- Top ten items in shoppers’ baskets are essential Waitrose chicken breast fillets, semi-skimmed milk, tomatoes, raspberries, strawberries, blueberries, Columbian Blacktail free range eggs, British chicken breast chunks, macaroni cheese, chunky chips, petit pois, Forte Alto Pinot Grigio
- Waitrose has an ambitious UK-wide growth strategy; it will open a brand new 25,000 sq foot store at Newton Mearns during 2011
- Waitrose launched a brand price match in September (see note 4) to underline its value position on a range of household basics
Notes for Editors
- Waitrose has three stores in Scotland, at Byres Road in Glasgow and at Comely Bank and Morningside in Edinburgh. It plans to open its fourth and largest store at Newton Mearns during 2011.
- Waitrose is part of the John Lewis Partnership and is owned by its employees, called Partners. There are 2380 John Lewis Partners in Scotland.
- essential Waitrose is a range of 1400 everyday food and grocery products including fresh meat, fish and poultry, dairy, fruit and vegetables, grocery and household goods at everyday, affordable prices. Launched in March 2009 and now making up 17 per cent of total sales, essential Waitrose products are sourced and produced to high standards. For example, the essential Waitrose pork sausages are produced from meat supplied by a long established group of carefully selected British committed to our high standards of animal welfare.
- Waitrose announced a long-term commitment, on 27.09.2010, to underline its value position with a Brand Price Match that uses Tesco as the supermarket industry benchmark on 1,000 everyday branded products. The lines included in the price match range from store cupboard staples such as Heinz Baked Beans to household basics like Persil and have been selected because they are top-selling brands that are most frequently part of customers’ weekly shop.