Sainsbury’s Takes Deli Approach

The chain will also open six new food colleges in order give staff-members the relevant specialist knowledge to work on the counters. This includes training in product knowledge, knife skills, food preparation and merchandising.

Coaching skills will also be taught to ensure training can be passed on when colleagues return to store. Sainsbury’s anticipates that over 8,500 colleagues will pass through the colleges per year, although this could rise to up to 10,000.

“We have an unrivalled heritage of offering fresh food dating back over 141 years and our counters are an integral part of this,” says Gwyn Burr, Sainsbury’s customer service and colleague director. “We know from customer feedback that customers enjoy the great tasting food and service they receive on our counters, but we were keen to improve this even further,” he adds.

Independent retailers see the move as another sign of the supermarkets upping their game to compete with the growing popularity of delis and farm shops. Indeed, Waitrose – known for its high-end food offering – recently announced plans to open 220 new stores over the next five years.

“The multiples are certainly getting savvier and it’s no wonder they’re realising that customers appreciate more expert service,” says Paul Grimes, owner of Wotton Farm Shop in Gloucestershire. “However, I don’t think supermarkets could ever compete with independents when it comes to food knowledge and personal service. Our staff can address the majority of our customers by name and know the products inside out because they’ve often ordered them in themselves. These are skills you can’t teach in a few hours,” he adds.