Tesco, Great Horton Road, Bradford: Grocer 33 store of the week

It’s been a great week for Tesco. How has store service improved since 2014? I think there’s been a great improvement. For me, service is the be-all and end-all and I had a great example just today. A customer got in touch to say they had been completely blown away when a member of staff found out that it was their child’s birthday and sang happy birthday to them in the aisle.

What are you doing to improve your online service? Today is the first day we have begun offering same-day home delivery. If customers order before 1pm they can now get their shopping after 7pm that night. It costs between £5-£7 but it’s already proving very popular. We’ve had 10 people already do it and it’s just day one.

You have lots of competition on your doorstep. How are you competing? Yes. We even have to compete with other Tescos! We have been much more competitive on price, selling lots of fresh fruit & veg at 49p.

You are in an area with high deprivation and a large number of ethnic customers. What have you done to cater for that market? We have a Brand Outlet store, which offers many branded products at a pound or less. It’s a great way of competing with the likes of Poundland. We have also in the last few weeks launched a new range, which includes lots of bigger packs, like 24-pack toilet rolls.

Have you encountered any tension in the community recently because of events in London and Manchester? Far from it - the community here is fantastic. Everyone gets along with each other. For Ramadan we’ve had big signs up at the front of the store celebrating the occasion and have had lots of products aimed at these customers but I have found that they are also popular with other customers who like the food and see them as a great way to experience world food at competitive prices.