Waitrose picnic food sales rise 213% as restrictions ease

Waitrose Michelle Slade
Waitrose is now planning to launch a new picnic box on its Deli counters
// Waitrose records rise in sales of picnic food as lockdown restrictions ease
// It will launch new picnic boxes which offer customers a selection of deli counter items

Waitrose has recorded a rise in sales of picnic and food to go items last month with sales up 213 per cent compared to the same time last year.

The grocer said sales benefited from the recent easing of Covid-19 lockdown restrictions as people began to meet up for al fresco dining.

Waitrose is now planning to launch a new picnic box on its Deli counters in time for National Picnic Week, which runs from June 19 to 27.


READ MORE: Waitrose to upskill 100 staff with butchery & fishmonger apprenticeships


The boxes will offer customers a selection of deli counter items such as pork pies, sausage rolls and scotch eggs.

Waitrose said customers will be able to buy the boxes on a special promotion with its British Artisan Cheese Boxes, which includes five of our most popular British cheeses.

“2021 is set to be the year of the picnic and we knew there was an opportunity to introduce more customers to the amazing selection of food we have on our counters,” Waitrose deli counter buyer Michelle Slade said.

“Our recent sales show that customers are already getting into the summer spirit and we have introduced this new box full of picnic staples to meet demand and make it really easy for our customers to pick up great quality food from our counters.”

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