Waitrose has revealed investment plans for its in-store service counters as part of moves to differentiate its offer from its competitors.
The retailer is launching a pilot to raise the expertise of all staff working on the service counters. Initially training 10 fishmongers and 10 butchers, the retailer stated its longer term ambition is to train a further 200 existing staff over the next two years. Fishmonger and butchery courses will focus on improving product knowledge, skills and cooking techniques to enhance customer service levels.
Waitrose stated that it has also been adding distinctive products to its service counters to improve the customer offer. This includes the introduction of specialities such as Wagyu beef, Hebridean salmon, and local cheese products.
Waitrose launched a range review programme last year with the aim of removing duplication, whilst shifting focus to its own label offering and exclusive items to help it differentiate itself from rivals.
Its plans to invest in its service counters contrast with Tesco’s recent decision to close fresh fish, meat and deli counters in around 90 of its larger stores with the remaining 700 trading with either a full or flexible counter offer.
Simon Burdess, Director of Food Service at Waitrose & Partners said: “Service counters are the jewel in our crown – they give us a unique opportunity to offer our customers an outstanding level of service – whether they are looking for something special, personalised or with less packaging.
“We want to ensure they stand out even more by developing the skills of our Partners to a higher level, as well as ensuring we offer the very best, most distinctive produce on our counters.”
