Ok, ok, I am a coffee shop owner and have a vested intrest in seeing Waitrose stop giving out free coffee. Putting that to one side, I am very interested in fairness, ethics and sustainability when we shop, Waitrose was one supermarket that I actually felt good shopping in. I felt they had strong views about corporate responsibility and sustainability.
I haven't stepped foot in a Waitrose for about 1 year now. Why? I do not like lies or misleading information. Waitrose have claimed in the media, that they give coffee out to grocery shoppers to thank them for shopping at their store. Actually, they don't, they give free coffee with no purchase necessary, as stated in the terms and conditions on their website.
Free hot drink
1. Offer available to all myWaitrose members on presentation of a myWaitrose card in store.
2. One per myWaitrose member per day.
3. Only Americano, Cappuccino, Latte, Tea, Mocha and Espresso (Decaffeinated versions, Mocha and Espresso available in selected stores only) qualify as a free hot drink.
4. Selected stores only, excludes Costa Concessions, online, petrol filling stations, Shell and Welcome Break.
5. Subject to availability.
6. No purchase necessary.
7. Cannot be used in conjunction with other Café or hot drink offers.
8. At any till the myWaitrose card must be scanned to activate the offer. Quickpay customers must scan their myWaitrose card at any point during their shop.
There is also no time limit given for the promotion and no promotion of how good the coffee tastes, or how sustainable and fair that the product is. I wonder where those beans are sourced from. I am sure if it was Fairtrade coffee, they would tell us, as part of their corporate responsibility branding.
Is it fair that a large organisation that claims to be ethical, responsible and sustainable is able to continue to hand out these free drinks and directly threaten or challenge, little independent coffee shops near by and directly effect the local economy, negatively? Well, of course not and yet people are very possessive over that free coffee and if I make whinging, whining negative comments about the lack of ethics, or sustainability behind the scheme, they whinge and whine back at me. Nothing must stand between them and that much needed freebie, that they feel they deserve, especially as the green roots of economic recovery are looking rather brown and withered. Getting something, for absolutely nothing is a novelty these days and who minds taking it from a large corporation? If it is truly for nothing, is another story, seeing as you are inadvertently taking part in market research, each time you receive a coffee, by getting your card scanned and details read and your information and your routine logged.
The dynamics of the Waitrose free drink offering are very interesting indeed, for instance, I have heard several reports and jokes about how awful some people find it tastes. But why would they keep going back to get another one and another one? How long do you have to spend waiting in a queue, diverting away from your usual stroll and taking up your time to walk into Waitrose? How many times have you gone in for the free coffee and come out with other things that you realised suddenly that you 'needed'. How convenient did that feel and you had a free coffee too. Of course you know how it works, the cost of the coffee is a promotional tool, that is paid for from the shopping that you do in there. It's almost like a slight of hand magic trick.
The free hot drink promotion by Waitrose is not doing anyone any good, least of all their own business, which has issued a profit warning. If I were a member of Waitrose staff, I'd feel upset that I had joined a company that calls itself ethical and they had spent my potential share dividends on giving non-customers a reward, where no purchase is necessary. Basic business sense, ethics and a regard for sustainability suggests that a minimum spend would have to be a qualifying factor, for a free hot drink promotion, over such a long period of time.
I am amazed that Waitrose have recently won an award for sustainability, when this promotional activity is unsustainable: http://www.waitrose.com/home/inspiration/about_waitrose/the_waitrose_way.html
The way I see it is simple, Waitrose are destroying my business's chance of growing, therefore, I cannot support their business practices by shopping there. They have lost hundreds of pounds from me, as I have lost faith in the way they do business and of course their free coffee is an unfair challenge to my business, the free coffee is also damaging their business, not just the cost of giving out the free drinks but the cost of customers boycotting Waitrose because of this economic unfairness. I'd love to know if Waitrose staff had the chance to vote for or against this unprofitable scheme.