John Brown launched Waitrose Food in 1999 to consistently wide acclaim. Since the beginning, the title has evolved to cater to customer feedback and stakeholder needs. More recently, though, we have made more pronounced changes to the publication to strategically accommodate the unprecedented turmoil in the supermarket sector.
What’s remained consistent through it all, however, is a publication that continues to delight and surprise customers with tailored content that encourages store purchases. It’s also an acquisition tool for the company’s loyalty program, myWaitrose, increasing store appeal to more customers.
Two new sections are now part of the Waitrose Food mix as well: “The Food List,” a product-driven news section tailored to myWaitrose members, and “Everyday Taste,” which stars approachable ideas targeted toward specific loyalty member demographics.
Our expert columnists include big names such as Pippa Middleton and Yotam Ottolenghi while in-depth travel features add bonus inspiration.
We have launched the Waitrose Food app on iOS and Android to sit alongside the print edition of the magazine. This has enabled more myWaitrose customers to access new content every month.
And it’s working: 71% say that it inspired them to buy or try something new, while 44% say the magazine improves their opinion of Waitrose as a company.