Accordingly, customer satisfaction levels are consistently higher than rivals, as a new survey confirmed (p16). This 'giving the customers what they ask for' line was understandably trotted out, once again, when it emerged this week that Tesco was selling live turtles in its new Beijing store.
But for once, I'm not convinced. Tesco is an international brand now, with a reputation that can be damaged from all corners of its growing global empire. With more sensitive types in closer kingdoms, if it adapts always to local custom - like those poor little turtles - it might find itself in hot water.