Home Food and Recipes Waitrose’s Crazy New Move to Transform the Dining Experience – You Won’t Believe What They’re Doing!

Waitrose’s Crazy New Move to Transform the Dining Experience – You Won’t Believe What They’re Doing!

Waitrose’s Crazy New Move to Transform the Dining Experience – You Won’t Believe What They’re Doing!


Waitrose’s Focus on ‘Dine In’ Products to Broaden Customer Appeal

Waitrose, the UK supermarket chain, is shifting its food innovation efforts towards developing more ‘dine in’ products and ranges, aiming to appeal to a broader customer base. The supermarket recently launched its Japan Menyū own-label ready meal range as part of its strategy to adapt to the decline in customers eating out due to the cost of living crisis. Waitrose witnessed a significant increase in sales of its ‘dine in’ products during the first half of the year, and the new Japan Menyū products have seen a 140% week-on-week sales growth since their launch. With a clear commitment to ‘dine in’, Waitrose hints at future launches in this category.

Read more: No sushi? Explore Waitrose’s Japan Menyū range

Using AI and In-House Development Chefs to Enhance Food Innovation

Waitrose has been leveraging AI tools from Tastewise to track emerging food trends for the past two years. These tools enable the supermarket to monitor consumer search data and customize its ranges and new product development accordingly. Additionally, Waitrose has expanded its team of in-house development chefs, following the establishment of its Food Innovation studio in Bracknell in 2019. The launch of the Japan Menyū range aligns with Waitrose’s commitment to improving its approach to food innovation.

Enhancing its Japanese Lineup for Comprehensive and Credible Offering

Prior to the launch of Japan Menyū, Waitrose already stocked a range of Japanese products, including those from Snowfox-owned Taiko and Sushi Daily counters operated by KellyDeli. With the addition of Japan Menyū, Waitrose now boasts a comprehensive and credible Japanese lineup. The supermarket intends to position itself as a great choice for customers, leveraging the popularity of Japanese cuisine and meeting the current underserved demand for it.


Waitrose’s ‘Food to Feel Good About’ Brand Message

Waitrose’s brand message, ‘Food to Feel Good About’, focuses on the quality of its food, as well as the ethics and sustainability of its supply chain. This message, launched in response to the cost of living crisis, serves as a key differentiator for Waitrose compared to other supermarkets. It emphasizes the supermarket’s commitment to providing customers with high-quality products and a transparent and responsible sourcing process.

Waitrose’s Strategy Amidst the Cost of Living Crisis

To combat falling market share during the cost of living crisis, Waitrose has implemented a two-pronged strategy. Firstly, it has introduced a series of price cuts and increased its convenience offerings. Secondly, it focuses on its ‘Food to Feel Good About’ brand message, highlighting the quality and ethical aspects of its products. The supermarket’s marketing campaign for the new Japan Menyū range, developed in partnership with Saatchi & Saatchi, aims to communicate to customers the benefits of the range in their busy lives through slogans such as ‘Good for a midweek quickie’ and ‘Good news for tired cooks’.


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