The way Kwik Save promotes its pricing proposition will be overhauled as part of a drive to revitalise the brand, according to managing director Robin Whitbread.

In his first major interview since taking over at Kwik Save he said: “We need to communicate prices more effectively. We have some very competitive prices, and that is the essence of the brand, and we will maintain a strong competitive position, but there are opportunities to refocus the promotional programme.”

He emphasised that promotions and deals are very important to Kwik Save customers, but added: “We could be more focused on our promotional programme, and sometimes it is a case of less is more. In some categories, we might be over-promoting products. Where you have fewer of them, the customer can see them more clearly, and you can really make more of them.”

For more about Whitbread’s plans to revitalise Kwik Save see this weekend’s edition of The Grocer.