aitrose has joined the lunchtime battle to win over customers as it launches its first ever meal deal.
The meal deal costs £5 and includes a main, side and drink, and launches on August 30. Customers can choose from a range of sandwiches, sushi, salads and wraps, as well as fruit, cereal bars, crisps, juices and smoothies.
Those subscribed to the supermarket’s loyalty scheme, myWaitrose, will also be offered a free cup of coffee whenever they purchase the meal deal.
Compared with other supermarkets, the Waitrose meal deal is on the higher end of meal deal options. Meal deals offered by Tesco, Sainsbury’s, Asda and Morrisons are all under £4.
But while Waitrose is offering a premium meal deal – the price point does align with other £5 premium meal deals offered by some of these supermarkets.
Jennifer Moscardini, Waitrose food-to-go buyer, said: “We know lots of our customers are heading into our shops to grab something for their lunch, so to be able to offer them a convenient, high-quality and great value meal deal is really important for us.”
In June, Waitrose slashed the prices of hundreds of grocery essentials – including bread, pasta, vegetables and meat – to help meet customers’ concerns about the price of food in the cost of living crisis.
Charlotte Di Cello, commercial director at Waitrose, said: “We’re investing millions in lowering the prices of everyday food across our aisles so customers benefit every time they shop with us.
“We’ve made these cuts with absolutely no compromise on the high quality, high welfare and delicious recipes our customers expect from us.
“We’ll still react to any drops in food inflation and pass on savings to our customers as soon as the prices we pay begin to fall, and we’ll continue to pay farmers a fair price for their products too.”
The royal warrant holder said it has invested £100m in cheaper items, with nearly a quarter of prices being lowered by 20 per cent.