A bearded member of staff in a Waitrose apron stocks sourdough loaves onto a Gail's branded fixture

Source: Gail’s / Waitrose

Gail’s Bakery has extended its partnership with Waitrose in a move that will see branded fixtures rolling out in 64 of the retailer’s stores.

As part of this, Waitrose is doubling the range of Gail’s sourdough loaves and other baked goods it stocks, adding new lines from crackers to baguettes, bagels, and muffins.

Waitrose has been stocking Gail’s bread since 2010 and currently sells its baked goods in 95 stores across the UK as well as online. The latest move follows a trial in three Waitrose shops at the end of last year.

“The Gail’s brand is really loved by our customers, so I’m delighted that we’re rolling out this bigger range and dedicated areas,” said Aileen Kell, Waitrose bread buyer.

“Like us Gail’s are passionate about sustainability when it comes to using high quality ingredients, packaging, and recycling so they make a great partner for us as we grow our baked goods business.”

Dan Barrett, managing director of grocery & wholesale at Gail’s, added that the bakery was delighted to build on the decade-long partnership with Waitrose to “bring better bread to even more communities”.

“As a neighbourhood craft bakery, we offer customers freshly baked food which we prepare by hand in our North London bakery and deliver daily,” he added.

Loyalty programme

The Gail's app on a phone

Source: Gail’s

Gail’s has also unveiled its first digital loyalty programme, which will see customers able to gain rewards by downloading the new Gail’s app.

Customers will gain one digital stamp per visit to the store on the app, or two stamps if they spend over £20. Upon reaching nine digital stamps, they will be able to choose from a loaf of bread or a barista made drink for free.

Other rewards on the programme include:

  • A barista made drink when a customer signs up
  • A sweet treat during the customer’s birthday month
  • Personalised offers and rewards
  • First-to-know alerts about new product launches and exclusive events.

“We have been searching for ways to reward our customers digitally by giving them unexpected delights and treats that are specifically tailored to their preferences,” said Gail’s Bakery managing director Marta Pogroszewska.

“The launch of the loyalty programme is in response to how people now are looking to interact with the bakery, our baked goods and drinks.”