Waitrose's Slogans & Taglines

Waitrose & Partners (formerly Waitrose Limited) was founded in 1904 as Waite, Rose & Taylor in Acton, West London, by Wallace Waite, Arthur Rose, and David Taylor. When Taylor departed in 1908, the remaining partners shortened the name to Waitrose Ltd. In 1928, the brand earned its first Royal Warrant from King George V, and in 1937 it was acquired by the John Lewis Partnership—the UK's largest employee-owned business. The first Waitrose supermarket opened in Streatham in 1955, and in 1983 the chain became the first UK supermarket to sell organic produce. In 2009, it acquired Duchy Originals from the Prince of Wales, creating Waitrose Duchy Organic—now the nation's largest own-label organic brand. In 2018, the company rebranded as Waitrose & Partners to reflect its partnership ethos.

The brand's core products are grocery retail and food solutions, spanning fresh produce, meat, bakery, dairy, and an extensive own-label portfolio including Essential Waitrose, Waitrose 1, and the Heston Blumenthal range. Its Leckford Estate in Hampshire supplies farms and vineyards directly to stores.

From the 1960s slogan "Where good food costs less" to "Quality food, honestly priced" (2002) and "Everyone deserves quality food. Everyone deserves Waitrose" (2008), the brand evolved to embrace "Great food is simple when you start with the best" in 2018. This journey reflects a shift from a small West London grocery shop to one of Britain's most trusted premium supermarket institutions.