richard oldham sainsbury's beaconsfield

Wow! Sainsbury’s has won store of the week five weeks in a row. What’s your secret? Service is key to what we do - it’s always something we talk about when we have our daily meetings. We also run a colleague of the month award, where managers argue why their chosen staff member should win the service award.

Do they get a trophy if they win? Yes! And their picture on the wall. The trophy is cheap but the meaning is priceless - they all do really compete to win it, and having a bit of competition can really help shore up our service.

You are based on one side of Beaconsfield railway station with your nearest rival Waitrose on the other side - is there a competitive element between you? We do go and visit Waitrose and see what they are doing, but generally we are focused on our own store. Availability is the big thing for us and this has been boosted by our growing online presence. We had a major re-fit a year ago - making that work for customers is the main focus.

The new national campaign ‘Twist your Favourites’ has been pushed hard by Sainsbury’s - is it doing well in store? Twist your Favourites is a great idea and forms part of our focus to get customers to think more about food and recipes, which also of course helps drive up sales of food they might not usually buy. It gets customers thinking and we’re doing a lot to promote it in store.

A week into the new 5p bag levy, has there been any chaos or complaints to report? No! In fact we’ve been talking to our customers for a long time about this and making sure they know how great this is for the environment and for charities. We have seen no complaints or chaos - just our customers happy to bring their bags from home or pay 5p. We’ve also gone further and created a new and stronger bag for the 5p surcharge, so it has been very smooth.

Winner: Sainsbury’s Beaconsfield

Deputy store manager: Richard Oldham

Opened: 1994

Size: 44,000 sq ft

Market share: 15.5%

Nearest rivals: Waitrose - 0.3 miles 
Tesco - 2.9 miles 
Morrisons - 7.4 miles

Store data source: Analysis by CACI. Call the market planning group on 020 7602 6000