HUNGRY.

Espresso: Rory Sutherland & Oisín Rogers - Why is Waitrose Posher Than Tesco?

Oct 9, 2025
The podcast dives into why Waitrose feels posher than Tesco, exploring the intriguing role of sensory cues. Curation by omission highlights how what’s absent can enhance perceived quality. Lighting, aisle width, and even smell play significant roles in making a store feel premium. It’s revealed that retail presentation can overshadow actual product quality. Lastly, the hosts discuss how rituals and embellishments shape our spending experiences, making transactions more memorable.
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INSIGHT

Poshness By Omission

  • Waitrose feels posher partly because of what it omits, not just what it stocks.
  • Hiding or not stocking 'naff' items creates an overall impression of higher quality.
ANECDOTE

Pork Scratchings On The Bottom Shelf

  • Rory describes always searching for pork scratchings at his local Waitrose and finding them on the bottom shelf.
  • This example illustrates how lower-profile placement signals subtle curation choices to shoppers.
INSIGHT

Senses Create Perceived Value

  • Oisín and Rory argue that sensory cues create a sense of value in stores.
  • Lighting, aisle width, colour, smell and tactile experiences combine to signal higher status.
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