WAITROSE: A slice of drama
FIRST it introduced sushi bars, wine bars, supper clubs and even yoga classes in a bid to claw back shoppers from online retailers.
But even regular customers might raise an eyebrow at Waitrose’s latest gimmick – ‘bespoke slicing’.
the service will be offered at a popup, high- end deli section inside a branch in Richmond, south-west London. Quite how ‘bespoke slicing’ differs from normal off- the- peg slicing is unclear. However, it apparently has something to do with the years of specialist training needed to learn how to carve the meat from an Iberico ham.
And this is no ordinary Iberico ham, with 100g setting you back £16.99.
the store’s traditional deli counter has been replaced by food brand Unearthed for an initial period of 12 weeks. Unearthed specialises in exclusive types of olive, antipasti, and cured and cooked meats sourced across Europe.
Waitrose said a ‘master carver’ called sergio is responsible for slicing the Iberico ham, with fellow staff taking care of other meats.
the move to introduce an element of in-store theatre is yet another bid by the high street to modernise stores and persuade customers to visit in person. the rise of internet shopping has seen the demise of many bricks and mortar chains, including BHs and toys R Us. supermarkets hope that by making shops more innovative and attractive, they won’t lose customers.
However, one regular shopper wasn’t sold on Waitrose’s new service.
‘In what world is slicing and carving bespoke?’ she said. ‘We are not asking staff to knock out a three-piece suit made from prosciutto and olives … I just can’t take this seriously.’
But a Waitrose spokesman said sales had been ‘strong’ so far, with the Iberico ham the ‘best seller’.