Piglet

In the landscape of British grocery stores, Waitrose and Tesco represent two distinct ends of the socio-economic spectrum and reflect deep-seated class divisions within British society. While both offer a range of food and household essentials, the shopping experience, branding, and customer bases of each store are markedly different. Lottie Hazell uses the contrast between Waitrose and Tesco to examine the cultural and class distinctions that shape British societies.

Waitrose is synonymous with middle- and upper-class affluence. As the grocery arm of the John Lewis Partnership, Waitrose emphasizes quality, ethical sourcing, and a more refined shopping experience. The store’s branding leans into notions of sophistication and exclusivity, offering premium products, a well-stocked delicatessen, an artisanal bakery, and organic goods. The chain’s partnership with celebrity chefs, its focus on sustainability, and its higher price points reinforce its image as a supermarket for the discerning and upper-class consumer. In Piglet, the eponymous narrator shops at Waitrose to signal her participation in upper-class food culture, something made available to her through her relationship with the wealthy Kit.

On the other hand, Tesco caters to a broader and more economically diverse customer base. As one of the UK’s largest supermarket chains, it has positioned itself as a convenient and cost-effective choice.