Retailer has also invested in quality and availability
Waitrose has seen strong growth on the back of a marketing strategy highlighting its foodie credentials.
Announcing its annual results for the year to 31 January 2026, John Lewis Partnership (JLP) said the Home of Food Lovers strategy had helped drive sales growth of seven per cent to £8.5bn at Waitrose.
The supermarket achieved a tenth straight quarter of customer growth, attracting five per cent more shoppers than two years ago. Volume sales increased by three per cent.
Adjusted operating profit at Waitrose hit £256mn, an increase of £29mn.
JLP put the performance down to a modernised shopping experience, improved loyalty offer, omnichannel options – with online order volumes up 11 per cent – and improved quality and availability.
JLP chairman Jason Tarry said: “Our multi-year plan to invest in customers and our brands for the long term is working; we have grown customer numbers and achieved record satisfaction.
”Despite a subdued market, a challenging lead into the crucial peak period and increased taxes, we took the decision to continue investing in the business, and have delivered cash and profit growth.”
