Waitrose's offer forms part of its latest advertising campaign, created by MCBD, which promotes the quality of its food. It is almost identical to the M&S offer, which has been running for several months and was recently described by its executive chairman, Stuart Rose, as a 'spectacular success'.
Richard Exon, chief executive of RKCR/Y&R, which creates M&S' ads, said: 'We are flattered that Waitrose obviously thinks our "Dine In" concept is so good it has decided to copy it.'
However, both the agency and M&S have retaliated with press ads highlighting that the retailer's £10 dine-in offer was the 'original' one.
At the beginning of October, Waitrose's managing director, Mark Price, said he was launching a chain of convenience stores to directly challenge M&S' 338-strong network of Simply Food outlets, which dominate the premium food convenience-store category.
Waitrose will roll out hundreds of small stores in town centres, railways stations and airports. The first will open in November in Nottingham with a second outlet expected to follow soon after.
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