Editing Waitrose (section)

==Brand and marketing==
[[File:Old Waitrose Logo.png|thumb|The logo of Waitrose prior to the re-brand in 2003]]
[[File:Waitrose Logo.svg|thumb|Waitrose logo from 2004 to 2018]]
Waitrose sponsored [[Reading Football Club]] from 2008 to 2015,<ref>{{Cite web|url=http://www.readingfc.co.uk/news/article/waitrose-reading-sponsors-sponsorship-2523950.aspx|title=Confirmed: Waitrose renew with Royals|website=www.readingfc.co.uk|access-date=23 May 2016}}</ref> and the [[England cricket team]] for three years from 2013 to 2016.<ref>{{Cite web|url=http://www.ibtimes.co.uk/ecb-loses-crucial-wicket-waitrose-announces-it-will-not-renew-sponsorship-deal-1543469|title=ECB loses crucial wicket as Waitrose announces it will not renew sponsorship deal|date=12 February 2016|website=International Business Times UK|access-date=23 May 2016|author-first1=Dan|author-last1=Cancian}}</ref>

In March 2010, Waitrose released a series of adverts, in print, online, and on national television, featuring celebrity chefs [[Delia Smith]] and [[Heston Blumenthal]].<ref>{{cite news|url=https://www.theguardian.com/media/2010/oct/20/waitrose-ad-heston-blumental|title=Waitrose's Heston Blumenthal and Delia Smith ads banned|date=20 October 2010|newspaper=The Guardian|access-date=18 October 2021}}</ref>
[[File:Waitrose stall, Headingley Stadium during the second day of the England-Sri Lanka test (21st April 2014).JPG|thumb|A Waitrose promotional stall at [[Headingley Cricket Ground|Headingley]] during a 2014 Test between [[England cricket team|England]] and [[Sri Lanka national cricket team|Sri Lanka]]]]

===Waitrose Duchy Organic===
{{main|Waitrose Duchy Organic}}
In 1983 Waitrose became the first major supermarket chain to sell [[organic food]], and by 2008 it had an 18% share of the organic food market. In September 2009, [[Waitrose Duchy Organic|Duchy Originals]], the struggling organic food business started by [[Charles III|King Charles III]] was rescued by Waitrose, which agreed to an exclusive deal to stock the range, and to pay a small fee to his charity.<ref>{{cite news| url=https://www.theguardian.com/uk/2009/sep/10/prince-charles-duchy-originals-waitrose |work=The Guardian | location=London | title=Waitrose in deal with Prince Charles's Duchy Originals food company | first=Rebecca | last=Smithers | date=10 September 2009 | access-date=27 May 2010}}</ref> In August 2010, the Duchy range was relaunched with many new lines under the ''Duchy Originals from Waitrose'' (later ''Waitrose Duchy Organic'') brand.<ref name="THE NEW FACE OF BRITISH ORGANIC FOOD">{{cite web|title=The New Face Of British Organic Food |publisher=Duchy Originals |url=http://www.duchyoriginals.com/post.php/News/356 |date=2 August 2010 |access-date=5 August 2010 |url-status=dead |archive-url=https://web.archive.org/web/20100806215117/http://www.duchyoriginals.com/post.php/News/356 |archive-date=6 August 2010 }}</ref>

===Product ranges===
* Essential Waitrose: Aware that Waitrose risked being seen as a food retailer for special occasions rather than everyday shopping, the chain launched its value range of products as "essential Waitrose" in March 2009. The marketing used the tagline: "Quality you'd expect at prices you wouldn't". 1,400 products were branded with this name using simple white-based packaging.<ref>{{cite web|title=2010: Waitrose, Brand Extension - Case Study|url=https://www.marketingsociety.com/the-library/2010-waitrose-brand-extension-case-study|publisher=The Marketing Society|date=9 June 2012|access-date=23 January 2017}}</ref> Some people poked fun at the range for selling products that are not essential, such as [[ratatouille]] Provençal and [[limoncello]] desserts. Nevertheless, the range was highly successful. By 2016 it had more than 2,000 items and £1.1 billion annual sales, making it one of only five food and drink brands in Britain worth more than £1 billion.<ref name=Wallop>{{cite news|title=Why Waitrose is launching its first premium range|url=https://www.telegraph.co.uk/food-and-drink/news/why-waitrose-is-launching-its-first-premium-range/ |archive-url=https://ghostarchive.org/archive/20220112/https://www.telegraph.co.uk/food-and-drink/news/why-waitrose-is-launching-its-first-premium-range/ |archive-date=12 January 2022 |url-access=subscription |url-status=live|author=Harry Wallop|date=1 April 2016|newspaper=The Telegraph|access-date=15 June 2016}}{{cbignore}}</ref>
* No 1 Waitrose is a range of around 650 premium lines with black packaging.<ref>{{Cite web|url=https://www.thegrocer.co.uk/ranging-and-merchandising/waitrose-revamps-premium-no1-range-with-200-products-added/598041.article|title=Waitrose revamps premium No.1 range with 200 products added|first=Ronan|last=Hegarty|website=The Grocer}}</ref>
* Cooks Ingredients are spices, herbs and related products with colourful packaging.<ref>{{Cite web|url=https://www.retailgazette.co.uk/blog/2022/08/waitrose-cooks-ingredients/|title=Waitrose spices up Cooks' Ingredients range for Tik Tok-inspired chefs - Retail Gazette|first=Mark|last=Faithfull|date=23 August 2022|website=www.retailgazette.co.uk}}</ref>
* Heston for Waitrose is a range of prepared foods such as pies and cakes developed by celebrity chef [[Heston Blumenthal]].<ref>{{Cite web|url=https://www.marketingweek.com/waitrose-to-launch-heston-blumenthal-range/|title=Waitrose to launch Heston Blumenthal 'range'|date=16 July 2010|website=Marketing Week}}</ref>

===myWaitrose loyalty card===
In late 2011 the supermarket introduced its first loyalty card scheme, ''myWaitrose''. It differed from supermarket loyalty schemes like Tesco Clubcard and Nectar, giving cardholders access to exclusive competitions and offers instead of allowing them to collect points.<ref>{{cite web|title=Waitrose unveils first loyalty card in strategic shift|url=http://www.marketingmagazine.co.uk/article/1100271/waitrose-unveils-first-loyalty-card-strategic-shift|work=Marketing Magazine|publisher=Haymarket|access-date=27 December 2013}}</ref>

It later began to give cardholders 10% off selected products, as well as free tea or coffee in store and money off their shopping for purchasing selected newspapers.<ref>{{cite web|title=Waitrose ramps up 10% off deal for myWaitrose card holders|url=http://www.thegrocer.co.uk/companies/supermarkets/waitrose/waitrose-ramps-up-10-off-deal-for-mywaitrose-card-holders/350036.article|work=The Grocer|publisher=William Reed Business Media|access-date=27 December 2013}}</ref> Former Managing director [[Mark Price, Baron Price|Mark Price]] has said that this offer has made Waitrose the second largest provider of coffee in the UK, calling it a "phenomenal" response that showed other schemes offering the different system of loyalty points to be meaningless. He told ''[[The Daily Telegraph]]'': "Giving free coffee or free newspapers is disruptive to the market, but I think that is what customers want, I don't think they want a point. I mean, what is a point? I think it's meaningless. It doesn't have the richness, it doesn't have the affinity you can gauge if you engage with your customers in a different way. It is about what do consumers value today, not what did they value historically. So green shield stamps, or points, were a response to what happened post-war...I just don't think that is where the world is now."<ref>{{cite news|title=Waitrose boss attacks 'meaningless' loyalty cards|url=https://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/10538458/Waitrose-boss-attacks-meaningless-loyalty-cards.html |archive-url=https://ghostarchive.org/archive/20220112/https://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/10538458/Waitrose-boss-attacks-meaningless-loyalty-cards.html |archive-date=12 January 2022 |url-access=subscription |url-status=live|work=The Daily Telegraph|access-date=27 December 2013|location=London|first=Graham|last=Ruddick|date=27 December 2013}}{{cbignore}}</ref>

''The Daily Telegraph'' also later reported that Waitrose has faced "complaints from disgruntled middle-class shoppers who claim its free coffee offer is attracting the wrong kind of customer".<ref>{{cite news|title=Waitrose faces 'middle-class backlash' after free coffee attracts 'wrong kind of customer'|url=https://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/10542060/Waitrose-faces-middle-class-backlash-after-free-coffee-attracts-wrong-kind-of-customer.html |archive-url=https://ghostarchive.org/archive/20220112/https://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/10542060/Waitrose-faces-middle-class-backlash-after-free-coffee-attracts-wrong-kind-of-customer.html |archive-date=12 January 2022 |url-access=subscription |url-status=live|work=The Daily Telegraph|access-date=30 December 2013|location=London|first=Emily|last=Gosden|date=30 December 2013}}{{cbignore}}</ref>

===Price matching===
In 2010, Waitrose began a price guarantee, matching prices of 1,000 items with [[Tesco]]. In 2012, it extended this campaign to 7,000 items.<ref>{{cite news |last=Wood |first=Zoe |title=Waitrose matches Tesco prices with 'never knowingly undersold' pledge |url=https://www.theguardian.com/business/2012/may/02/waitrose-johnlewis |access-date=2 April 2015 |work=[[The Guardian]] |location=London |date=2 May 2012}}</ref>

===''Waitrose Kitchen'' magazine===
In February 2015, ''Waitrose Kitchen'' magazine included an advertising pamphlet, "Taste of Israel", submitted by the Israeli government, in which traditional [[Arab cuisine|Arabic foods]] were referred to as Israeli. The advert prompted a social media backlash against Waitrose.<ref>{{cite news |url=http://metro.co.uk/2015/03/16/waitrose-are-getting-a-battering-over-taste-of-israel-magazine-5106180/ |author=Wheaton, Oliver |date=16 March 2015 |access-date=11 April 2015 |title=Waitrose are getting a battering over running Taste of Israel advert |work=Metro}}</ref>