Case Study: Waitrose boosts sales and customer engagement with John Brown Media's Waitrose Food magazine and app

The strategic evolution of a well-loved magazine continues to drive sales

Waitrose hired John Brown Media to evolve its long-running title, Waitrose Food, into a more strategic sales and loyalty driver. Facing unprecedented upheaval in the supermarket sector, Waitrose wanted the magazine — in print and via a new app — to surprise and delight myWaitrose members while also broadening appeal to less loyal silver and bronze shoppers.

John Brown Media added new sections (“The Food List” and “Everyday Taste”), brought in expert columnists and travel features, launched the Waitrose Food app and social activations (videos, polls and the #WaitroseFood campaign). The changes delivered strong engagement: 87% of readers enjoy the magazine, 71% were inspired to buy or try something new, 44% say it improves their opinion of Waitrose, and 42% of silver and 45% of bronze shoppers report they’re more likely to shop at Waitrose — results that have helped drive sales.

Waitrose

Lisa Whitehouse

Marketing Manager