Great British Bake Off effect helps sales rise at Waitrose

The Great British Bake Off effect has been whipping up demand for home baking products at Waitrose, which have soared by 12% at the supermarket chain.
Similarly, sugar is up 17% while pastry sales are up by 24 % thanks to demand created by the BBC2 TV series.

Total divisional sales at Waitrose (excluding petrol) in the week to 21 September were 6.5% higher than last year, reaching £112.19m.

Away from the aisles, the Waitrose Cookery School saw bookings leap last week. Waitrose retail director Rob Collins said:”Its Perfect Macaroon class was the most requested course with budding patissiers. Baking classes continue to be highly sought-after with our chefs often asked for tips on replicating some of the show’s signature bakes.”

He continued: “Our sales figures also tell the story of the week’s weather without even having to look out of the window.” The cooler, wetter weather encouraged customers to stock up on warming foods. Sales of Hereford beef have rocketed 182% and slow-cooked meats are up 39& as families sit down again inside for a Sunday roast.

Customers were putting on the kettle too, helping hot beverages surge 22%, while also snapping up soup and canned vegetables: up by 14.5% and 10.5% respectively.

Rob Collins concluded: “With the unpredictable weather, it’s no surprise customers were choosing to shop from home, driving Waitrose.com sales up 42.7% compared to last year.”

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