Two weeks after Tesco introduced its new ‘Everyday Value’, Booths has called time on its own Everyday range and will pull out of value own-label altogether.
The uprmarket northern retailer will phase out Booths Everyday over the next 14 months, scrapping some of the 300 products completely and converting others into standard own-label ones.
Launched at the end of 2010 to convince recession-hit shoppers that Booths offered good value for money, the range has failed to win over the supermarket’s customers, it admitted.
“As Tesco jumps into Everyday we jump out - it speaks volumes about the differences between us. Booths is just not an Everyday brand,” said chairman Edwin Booth.
Only 20% to 25% of Booths customers bought all their groceries from the supermarket, which meant that the majority stocked up on cheap basics elsewhere, said Booth. The demand was therefore not sufficient to justify a Booths value own-label range.
He also admitted that in some instances the Everyday label had devalued the food inside and in others customers had been disappointed with the product.
Scrapping the Everyday range will give Booths more space to expand its standard own-label range and stock more higher quality products., he added.
Booths will also be giving its entire estate a makeover. Over the next 18 months, it will revamp all its stores, using the template established for the shops opened in MediaCity, Salford, and Penrith last year.
The new look will include more graphics and photos to tell shoppers about the food on the shelves and Booths’ suppliers. In store, more black and white used, which Booth said stood out better against colourful grocery aisles. A new typography will be used on signage to give a more sophisticated look.