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The Guardian - UK
The Guardian - UK
Business
Andrew Anthony

Waitrose v M&S: free coffee, longer toilet paper and the battle to win over the middle class shopper

Waitrose shopper Marie: ‘If something is £2 cheaper elsewhere, I’ll leave and go there.’
Waitrose shopper Marie: ‘If something is £2 cheaper elsewhere, I’ll leave and go there.’ Photograph: Sophia Evans/The Observer

“We’re sorry the machine isn’t working now.” This was the crushing notice greeting shoppers looking for a free hit last week in Waitrose’s Finchley Road store in north London. The unpalatable fact was that neither of the two complimentary coffee makers were in operation.

Taking into account apocalyptic fires and geopolitical instability, this mechanical breakdown may not have qualified as a harbinger of global crisis. Indeed, customers took the malfunction in their stride, gamely going about their business uncaffeinated.

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