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Waitrose

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Waitrose Limited
Company typeSubsidiary
IndustrySupermarket
Founded1904
FounderWallace Waite
Arthur Rose
David Taylor
Headquarters
Bracknell
,
England
Number of locations
329 (April 2023)
Area served
United Kingdom
ProductsFood
ServicesSupermarkets
Online shopping
RevenueIncrease £7.7 billion (2024)[1]
Increase £1.1 billion (2024)[1]
Number of employees
Increase49,600 (2024)[1]
ParentJohn Lewis Partnership
Websitewaitrose.com Edit this at Wikidata
The Waitrose branch in Cheadle Hulme, Stockport, built in 2007, was Waitrose's first purpose-built retail outlet in Northern England

Waitrose & Partners is a British supermarket chain, founded in 1904 as Waite, Rose & Taylor, later shortened to Waitrose. In 1937, it was acquired by the John Lewis Partnership, the UK's largest employee-owned business, which continues to operate the brand.[2] The company's head offices are in Bracknell, Berkshire.[3]

As of April 2023, Waitrose & Partners operates 329 shops across Great Britain and the Channel Islands, including 65 "little Waitrose" convenience shops.[4] They also export products to 52 countries and have locations in the Middle East.[5]

Known for its "upmarket" reputation, as described by The Daily Telegraph and The Guardian, Waitrose has been positioned as a premium supermarket. However, former managing director Mark Price has noted that its prices are competitive with those of Tesco, a mid-market chain.[6][7][8] The company holds a royal warrant to supply groceries, wine, and spirits to King Charles III.[9][10]

History

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Founded in 1904 by Wallace Waite, Arthur Rose and David Taylor, Waitrose & Partners began as a small grocery, Waite, Rose & Taylor, in Acton, West London.[11] In 1908, two years after David Taylor had left the business, the name "Waitrose", from the remaining founders' names, was adopted.[12] In 1937, the company, consisting of ten shops and 160 employees, was taken over by the John Lewis Partnership.[11] In 1944, the partnership purchased the South Essex grocery business Schofield and Martin, which had 12 shops in its chain.[13]

In 1955, the chain opened its first Waitrose supermarket in Streatham, London, and continued to expand throughout London and the South East of England during the 1960s. In the 1970s, Waitrose opened branches in Hampshire, Bedfordshire, Essex and Cambridgeshire. On 16 June 2016 the shop's most southerly branch opened in Truro, Cornwall.[14]

In the early 21st century, Waitrose continued its expansion, which included purchasing shops from Somerfield,[15] Morrisons[16] and Woolworths.[17]

In 2009 the firm signed a deal with Alliance Boots which allowed Boots to operate branded pharmacies in Waitrose shops and Boots shops to sell Waitrose food products.[18] The partnership between the companies ended in 2012 having been deemed unsuccessful, which led to Boots replacing Waitrose products with items from Irish retailer Musgrave's SuperValu chain.[19]

Profitability issues at the end of the decade resulted in John Lewis announcing the closure of five Waitrose shops in 2018 and the sale of a further five Waitrose shops to other retailers in 2019.[20]

Brand and marketing

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The logo of Waitrose prior to the re-brand in 2003
Waitrose logo from 2004 to 2018

Waitrose sponsored Reading Football Club from 2008 to 2015,[21] and the England cricket team for three years from 2013 to 2016.[22]

In March 2010, Waitrose released a series of adverts, in print, online, and on national television, featuring celebrity chefs Delia Smith and Heston Blumenthal.[23]

A Waitrose promotional stall at Headingley during a 2014 Test between England and Sri Lanka

Waitrose Duchy Organic

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Main article: 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, Duchy Originals, the struggling organic food business started by 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. In return, Prince Charles visited Waitrose shops and dined with senior Waitrose executives and their spouses.[24] In August 2010, the Duchy range was relaunched with many new lines under the Duchy Originals from Waitrose (later Waitrose Duchy Organic) brand.[25]

Product ranges

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  • 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.[26] 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 over 2,000 items and £1.1 billion annual sales, making it one of only five food and drink brands in Britain worth over £1 billion.[27]
  • No 1 Waitrose is a range of around 650 premium lines with grey packaging.[28]
  • Cooks Ingredients are spices, herbs and related products with colourful packaging.[29]
  • Heston for Waitrose is a range of prepared foods such as pies and cakes developed by celebrity chef Heston Blumenthal.[30]

myWaitrose loyalty card

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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.[31]

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.[32] Former Managing director 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."[33]

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".[34]

Price matching

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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.[35]

Waitrose Kitchen magazine

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In February 2015, Waitrose Kitchen magazine included an advertising pamphlet, "Taste of Israel", submitted by the Israeli government, in which traditional Arabic foods were referred to as Israeli. The advert prompted a social media backlash against Waitrose.[36]

Corporate practices

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Main article: John Lewis Partnership
A Waitrose 'Community Matters' charity token
A Waitrose customer services partner serving a customer during the Christmas period at Putney

Waitrose and its related brands are owned by the John Lewis Partnership (JLP), which is itself owned by its employees, referred to within the organization as "partners."[37] Employee shares are held in trust by the Partnership—their shares cannot be sold by the individual partners. The partners' economic rewards are achieved through the payment of bonuses, based on the JLP's annual profits.[38] 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 20%).[39] However, during the COVID-19 pandemic, Partnership bonus was suspended in both the 2020 and 2021 financial years, angering many Partners as they felt their hard work was not recognised.[40]

Waitrose donates a portion 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 to whom they want money to be donated.[41]

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. This was expanded to Ghana and Kenya in 2009.[42]

Shops

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Traditionally, Waitrose branches were largely concentrated in the south-east of England and Greater London; even as recently as 2003, its northernmost English branch was in Newark-on-Trent, Nottinghamshire.[43] However, the company's expansion northwards and into Scotland since the mid-2000s has changed this significantly: the most northerly Waitrose shop is now located in Stirling, which opened in January 2013. Waitrose opened its 300th shop in Helensburgh on the River Clyde on 23 October 2013.[44]

Waitrose shops vary considerably in size. For example, the smallest branch, little Waitrose at King's Cross station, London,[45] occupies only 2,500 sq ft (230 m2) of retail space.[46]

Some Waitrose shops incorporate an in-house restaurant selling hot and cold food sourced in the main from the shop. The myWaitrose card, which customers can obtain online, offers free hot drinks from the store's self-service machines with a purchase of goods; this was withdrawn due to the COVID-19 pandemic but as of February 2023 the coffee offer has returned.[47][48]

Internationally, Waitrose holds a licensing agreement with Spinneys of Dubai, United Arab Emirates, which operate two purpose-built branches, of which the first opened in the Dubai Mall in October 2008.[49] In the United Arab Emirates, it is an official grocery supplier to the royal family, the House of Maktoum.[50]

Convenience shops and little Waitrose

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A Waitrose convenience shop on Lands Lane in Leeds city centre
A little Waitrose shop in Cheam

Announcing its foray into the convenience sector in July 2008,[51] Waitrose opened its first convenience shop in Nottingham in December of that year.[52] In September 2009, it was announced that a large scale rollout of the concept was planned, opening up to 300 shops in 5 to 10 years. The new arm will operate in a two-tier environment, with the majority of sites expected to trade from 2,500 to 3,000 square feet (230 to 280 square metres) and some trading from a larger 5,000 to 7,000 square feet (460 to 650 square metres) floor plate.[53] A trial of a 'little Waitrose' fascia on smaller floor plate shops may yet lead to brand differentiation of some or all of the convenience estate.[54]

Shell operates a series of Little Waitrose stores at selected petrol stations in the UK.[55]

In August 2024, Waitrose announced plans to open 100 new convenience shops over the next five years.[56]

Welcome Break

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In May 2009, Waitrose started a franchise deal with the motorway service station operator Welcome Break.[57]

Closed / sold stores

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Waitrose closed four convenience shops and one supermarket in the UK in 2018.[58] This was followed by the announcement of twelve further store closures in 2019.[59][60] In September 2020, a further four stores, Caldicot, Ipswich, Shrewsbury and Wolverhampton, were announced as closing, the latter having been sold to Tesco.[61]

2014

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2015

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2016

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2017

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2018

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Spring 2019

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Autumn 2019

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Spring 2020

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Autumn 2020

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2022

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Online presence

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Ocado

[edit]

In April 2000, the online food retailer Ocado was launched, with the Ocado service being only available in certain areas of Britain. John Lewis Partnership came on board as a principal supplier and part owner in October 2000, although the relationship between the two began formally in January 2002. In August 2020, Waitrose announced they would cease operations with Ocado, which ended on 1 September 2020. Ocado partnered with Waitrose's rival store Marks & Spencer.[63] Arrangements were amended in 2010 to a ten-year agreement to supply products to Ocado.[64] In February 2011, John Lewis Pension trust divested itself of its Ocado shares.[65]

Waitrose.com

[edit]

Waitrose operates its own delivery service, Waitrose.com (previously WaitroseDeliver), which originally was only available in certain shops, delivering goods ordered through the internet and serviced from the local branch. Not to be confused with Ocado, which is an unrelated business, which formerly had a licence to distribute Waitrose items until 1 September 2020, when Waitrose ended its relationship with Ocado, to instead operate deliveries solely by itself from centralised fulfilment centres.[63] As well as ordinary online groceries shopping, Waitrose.com also hosts the online ordering system for Waitrose's special order food and cakes service "Waitrose Entertaining". Waitrose became the first supermarket to abolish all delivery charges as of May 2009.[66]

In October 2011, Waitrose opened a "Dotcom Fulfilment Centre" in Acton, West London, less than two miles from its original shop. The shop employs over 200 Partners and provides Waitrose internet food deliveries for most of west and central London from a dedicated site. The shop, whilst not open to the public, is laid out in a similar manner to a regular shop and even offers service counter lines, much like a normal Waitrose supermarket.[67]

In March 2020, Waitrose announced that it was to add its Waitrose.com online delivery service to 24 more of its stores across the UK in preparation for its split with Ocado in September 2020.[68]

Awards and acclaims

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Waitrose has received a number of awards. Its wines have been given awards by Decanter magazine and the International Wine and Spirit Competition.[69][70] The supermarket chain has also received awards for its retail service, including awards from Which? magazine.[71][72][73][74][75][76][77] Compassion in World Farming and the RSPCA have given Waitrose awards for animal welfare.[78][79]

See also

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References

[edit]
  1. ^ a b c "Annual Report 2023/24" (PDF). John Lewis Partnership. Retrieved 24 August 2024.
  2. ^ "John Lewis Partnership - Who We Are". www.johnlewispartnership.co.uk. Retrieved 8 August 2024.
  3. ^ "Head Office Location". John Lewis Partnership. Archived from the original on 5 August 2011. Waitrose head office Waitrose Limited Doncastle Road Southern Industrial Area Bracknell Berkshire RG12 8YA
  4. ^ "John Lewis Partnership - Who we are". John Lewis Partnership. Retrieved 20 April 2023.
  5. ^ "Waitrose". John Lewis Partnership. John Lewis Partnership plc. Archived from the original on 29 December 2018. Retrieved 27 December 2017.
  6. ^ Ruddick, Graham (27 December 2013). "Changing the 'upmarket' perception of Waitrose". The Daily Telegraph. London. Archived from the original on 12 January 2022. Retrieved 8 January 2014.
  7. ^ Wood, Zoe (29 June 2011). "Waitrose or Lidl? Shoppers in a divided Britain compare supermarkets deals". The Guardian. London. Retrieved 8 January 2014.
  8. ^ "Supermarket wars: Now upmarket Waitrose wants to open branch in Stoke Newington". Hackney Citizen. 18 September 2013. Retrieved 8 January 2014.
  9. ^ Womack, Sarah (2 December 2002). "Waitrose awarded a royal warrant". The Daily Telegraph. London. Archived from the original on 12 January 2022. Retrieved 25 February 2009.
  10. ^ "The Waitrose Press Centre Another Royal Warrant for Waitrose". Waitrose.presscentre.com. Archived from the original on 5 March 2012. Retrieved 25 December 2012.
  11. ^ a b "Company History". Waitrose. Retrieved 25 February 2009.
  12. ^ "Founders". Ciao. Archived from the original on 10 July 2010. Retrieved 25 February 2010.
  13. ^ "Acquisition of small food chains by Linda Moroney – Waitrosememorystore.co.uk". Retrieved 31 March 2016.
  14. ^ "'Exciting times' as Waitrose and Great Cornish Food Shop open". West Briton. 16 June 2016. Retrieved 16 June 2016.[permanent dead link]
  15. ^ "Somerfield sells shops". BBC News. 26 January 2000. Retrieved 25 February 2009.
  16. ^ Finch, Julia (26 March 2004). "Waitrose buys former Safeway shops". The Guardian. London. Retrieved 25 February 2009.
  17. ^ Finch, Julia (19 June 2008). "Is Woolies finished?". The Guardian. London. Retrieved 25 February 2009.
  18. ^ Creevy, Jennifer (24 September 2009). "Waitrose chases convenience market and signs deal with Boots UK". Retail Week. Retrieved 25 December 2012.
  19. ^ Zuke, Elinor (30 August 2012). "Boots turns to Musgrave after Waitrose trial flops". The Grocer. Retrieved 25 December 2012.
  20. ^ Sarah Butler (7 March 2019). "John Lewis cuts staff bonus to lowest level since 1953". The Guardian.
  21. ^ "Confirmed: Waitrose renew with Royals". www.readingfc.co.uk. Retrieved 23 May 2016.
  22. ^ "ECB loses crucial wicket as Waitrose announces it will not renew sponsorship deal". International Business Times UK. 12 February 2016. Retrieved 23 May 2016.
  23. ^ "Waitrose's Heston Blumenthal and Delia Smith ads banned". The Guardian. 20 October 2010. Retrieved 18 October 2021.
  24. ^ Smithers, Rebecca (10 September 2009). "Waitrose in deal with Prince Charles's Duchy Originals food company". The Guardian. London. Retrieved 27 May 2010.
  25. ^ "The New Face Of British Organic Food". Duchy Originals. 2 August 2010. Archived from the original on 6 August 2010. Retrieved 5 August 2010.
  26. ^ "2010: Waitrose, Brand Extension - Case Study". The Marketing Society. 9 June 2012. Retrieved 23 January 2017.
  27. ^ Harry Wallop (1 April 2016). "Why Waitrose is launching its first premium range". The Telegraph. Archived from the original on 12 January 2022. Retrieved 15 June 2016.
  28. ^ Hegarty, Ronan. "Waitrose revamps premium No.1 range with 200 products added". The Grocer.
  29. ^ Faithfull, Mark (23 August 2022). "Waitrose spices up Cooks' Ingredients range for Tik Tok-inspired chefs - Retail Gazette". www.retailgazette.co.uk.
  30. ^ "Waitrose to launch Heston Blumenthal 'range'". Marketing Week. 16 July 2010.
  31. ^ "Waitrose unveils first loyalty card in strategic shift". Marketing Magazine. Haymarket. Retrieved 27 December 2013.
  32. ^ "Waitrose ramps up 10% off deal for myWaitrose card holders". The Grocer. William Reed Business Media. Retrieved 27 December 2013.
  33. ^ Ruddick, Graham (27 December 2013). "Waitrose boss attacks 'meaningless' loyalty cards". The Daily Telegraph. London. Archived from the original on 12 January 2022. Retrieved 27 December 2013.
  34. ^ Gosden, Emily (30 December 2013). "Waitrose faces 'middle-class backlash' after free coffee attracts 'wrong kind of customer'". The Daily Telegraph. London. Archived from the original on 12 January 2022. Retrieved 30 December 2013.
  35. ^ Wood, Zoe (2 May 2012). "Waitrose matches Tesco prices with 'never knowingly undersold' pledge". The Guardian. London. Retrieved 2 April 2015.
  36. ^ Wheaton, Oliver (16 March 2015). "Waitrose are getting a battering over running Taste of Israel advert". Metro. Retrieved 11 April 2015.
  37. ^ Savage, John (2014). The Corporate Irresponsibility Committee. Brown Dog. ISBN 9781903056783. Retrieved 13 January 2019.
  38. ^ Salaman, Graeme; Storey, Jon (2016). A Better Way of Doing Business?. Oxford University Press. ISBN 9780198782827. Retrieved 13 January 2019.
  39. ^ "John Lewis profits and bonuses up". BBC. 6 March 2008. Retrieved 14 August 2016.
  40. ^ "John Lewis profits and bonuses axed". Sky. 17 September 2020. Retrieved 20 November 2021.
  41. ^ "Raising Money For Charity". Waitrose. Archived from the original on 17 February 2009. Retrieved 25 February 2009.
  42. ^ "Waitrose Foundation". Waitrose. Archived from the original on 15 August 2011. Retrieved 7 March 2011.
  43. ^ "Waitrose MBA Trainee Guide: Key Management Decisions" (PDF). www.andidas.com. March 2003. Retrieved 21 December 2015.
  44. ^ "Waitrose Unveils Fifth Branch in Scotland". Scotland Food And Drink. Retrieved 29 March 2013.
  45. ^ "Waitrose opens first stations branch" (Press release). Waitrose Media Centre. 19 August 2014. Retrieved 27 December 2015.
  46. ^ Tiffany Holland (19 August 2014). "In pictures: Waitrose opens first train station shop in London's King's Cross". Retail Week. Retrieved 27 December 2015.
  47. ^ "Waitrose free coffee will have a trial return in some stores". BBC. 10 March 2022. Retrieved 2 May 2022.
  48. ^ Marianne Calnan (10 April 2018). "Waitrose to end free hot drinks in cafés and remove disposable takeaway cups". The Grocer.
  49. ^ "Waitrose in Dubai deal to open first shops abroad". Reuters. 31 December 2007. Retrieved 25 February 2009.
  50. ^ Gremaud, Rinny (2023). All the World's a Mall. University of Alberta Press (published 26 September 2023). pp. 106–107. ISBN 9781772127126.
  51. ^ Thompson, James (9 July 2008). "Waitrose to open convenience shops in pursuit of £27bn market". The Independent. London.
  52. ^ "Waitrose First Convenience Shop Opens For Business". supermarket.co.uk. 11 December 2008. Retrieved 5 June 2011.
  53. ^ Finch, Julia; Wearden, Graeme (24 September 2009). "Waitrose to open 300-strong network of convenience shops". The Guardian. London. Retrieved 5 June 2011.
  54. ^ "Little Waitrose opens in London". Retrieved 5 June 2011.
  55. ^ "Little Waitrose & Partners". Shell. Retrieved 2 May 2022.
  56. ^ "Waitrose to open 100 new convenience shops". www.bbc.com. Retrieved 21 August 2024.
  57. ^ "Waitrose agrees first franchise deal with Welcome Break". Waitrose Press Office. 1 April 2009. Archived from the original on 15 August 2009. Retrieved 3 April 2009.
  58. ^ Sarah Butler and agency (27 June 2018). "Five Waitrose stores to close after John Lewis issues warning on profits". The Guardian. Retrieved 26 September 2019.
  59. ^ Elias Jahshan (7 March 2019). "440 jobs at risk as Waitrose announces 5 store closures". Retail Gazette. Retrieved 26 September 2019.
  60. ^ Sahar Nazir (19 July 2019). "Waitrose to close 7 shops, risking 677 jobs". Retail Gazette. Retrieved 26 September 2019.
  61. ^ "Waitrose announces closure of four stores". BBC. 16 September 2020. Retrieved 18 October 2021.
  62. ^ "Branch closures announcement". 25 March 2020.
  63. ^ a b "I thought Ocado was the online service for Waitrose & Partners. Are they different?". Waitrose. Retrieved 28 March 2021. Yes, we're two separate companies. Ocado is an online-only retailer that currently buys groceries from Waitrose & Partners and other companies, and delivers them to shoppers from its warehouses. The relationship between the two began formally in January 2002. Waitrose & Partners had started its own delivery service but, due to our relatively small size at that time, we needed the help of an established network such as Ocado. Until 31 August 2020, both Ocado and waitrose.com had been delivering Waitrose & Partners own-brand products, but from 1 September 2020, the only place you can buy Waitrose & Partners products is in our stores on at waitrose.com.
  64. ^ "Waitrose and Ocado Announce New 10 Year Branding and Sourcing Deal". John Lewis Partnership. 10 May 2010. Archived from the original on 16 July 2011. Retrieved 7 March 2011.
  65. ^ "Ocado shares hit after John Lewis sells stake". BBC News. 11 February 2011. Retrieved 7 March 2011.
  66. ^ "WaitroseDeliver". Waitrose. Archived from the original on 18 June 2007. Retrieved 25 February 2009.
  67. ^ "The Waitrose Press Centre Waitrose dotcom fulfilment centre opens in London". Waitrose.presscentre.com. Archived from the original on 6 January 2013. Retrieved 25 December 2012.
  68. ^ Wells, Liz (2 March 2020). "Waitrose expands online delivery network". Talking Retail. Retrieved 4 March 2020.
  69. ^ "Waitrose Wins Wine Award Grand Slam". Archived from the original on 19 September 2012. Retrieved 1 July 2012.
  70. ^ "Decanter World Wine Awards gives Waitrose Top Accolade". Decanter. 5 September 2007. Retrieved 25 February 2009.
  71. ^ "Waitrose and John Lewis named top of the shops by Which?". Webwire. Retrieved 25 February 2009.
  72. ^ "Re:Fresh Awards Winners 2006". Re:Fresh. 11 May 2006. Archived from the original on 16 December 2008. Retrieved 25 February 2009.
  73. ^ "Re:Fresh Awards Winners 2007". Re:Fresh. 10 May 2007. Archived from the original on 16 December 2008. Retrieved 25 February 2009.
  74. ^ "A night of celebration for Seafood Award winners". Fish Update. 23 March 2009. Archived from the original on 16 December 2008. Retrieved 25 February 2009.
  75. ^ "Waitrose tops survey while Tesco is lowest-rated". 20 February 2013. Retrieved 10 March 2015.
  76. ^ "Waitrose Voted Top Food Retailer for Customer Service". Waitrose Press Office. 19 January 2009. Archived from the original on 25 August 2009. Retrieved 25 February 2009.
  77. ^ Caroline Mortimer (1 January 2016). "Britain's best value supermarket: Waitrose comes top of Which? 'Best Buy' rankings for own-brand products". The Independent. Retrieved 1 January 2016.
  78. ^ "Past Winners 2007". RSPCA. Archived from the original on 7 December 2008. Retrieved 25 February 2009.
  79. ^ "Waitrose wins double title at Compassion in World Farming Awards for its work on welfare". Archived from the original on 15 August 2012. Retrieved 1 July 2012.
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