Martin squares up to supermarkets

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Related tags: Jd wetherspoon, Newcastle brown ale, Alcoholic beverage, Tim martin

By The PMA Team JD Wetherspoon boss Tim Martin is aiming to "rough-up" the supermarkets in a new marketing campaign which undercuts Sainsbury's on...

By The PMA Team JD Wetherspoon boss Tim Martin is aiming to "rough-up" the supermarkets in a new marketing campaign which undercuts Sainsbury's on seven products ­ Red Bull, Reef, Red Square, Archer's Aqua, Newcastle Brown Ale and Guinness. The idea came when a Wetherspoon's employee rang up from Sainbury's to report the pub company was cheaper on a number of products. "I thought it was an opportunity to rough up a couple of supermarkets," said Martin. The initiative represents the company's most aggressive Christmas marketing campaign yet and comes in the context of generally weak trading conditions on the high street. However, JD Wetherspoon has revealed that its first quarter trading showed a 5.3% uplift, which follows on the heels of 6% the year before. "They are an industry-beating set of figures," said Martin. "But as Willie John McBride said: I believe in getting your retaliation in first'." The push to grow sales is also being pursued through applications to magistrates all over the country to open the 616 JD Wetherspoon pubs at 10am to serve drink. Its new breakfast offer means all pubs already open at 10am and Martin sees serving alcohol as a "logical extension of what we're doing already". There are 150 JD Wetherspoon pubs currently licensed to serve alcohol at 10am and magistrates have discretion to allow the extra hour. "Nobody is going to do a huge trade. It's just a service," said Martin. Cardiff magistrates are consulting widely on the application because it would mean a general change in licensing policy.

Related topics: JD Wetherspoon

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