Becky

I'm Running Sainsbury's Becky's Sainsbury's experience

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Date Published:
02/06/2009

Becky Craze, the shop floor assistant who was offered the opportunity to change the way Sainsbury's sells, talks about her highs and lows on I'm Running Sainsbury's

So what have you been doing since the show?

I’m trying in-store, to move up in the actual company, because I just think, well, after the experience I just had, you know, even though it didn’t have the impact I wanted, it’s shown me I have got good ideas. There’s definitely development areas, like is shown on the show, and I have to work on that. And I’m only 22, I’m quite young, but it is a case of every little thing I can get out of it, I will try and get out of it - I won't be like 'Oh it's for the money', cause it's not about that - it’s like the company I've worked for for 7 years. It’s about taking opportunities where I can get them.

But I would like to go back to college probably, do counselling, because I do feel I’m quite good at talking to people [laughs] and I'm quite good at listening… At the moment I'm moving up in Sainsbury's and taking the opportunities, because there are opportunities now in store for me, and it’s a company that I’m quite familiar with and I'm comfortable with.

Have you cooked the cobbler since the show?
D’you know what - I’ve cooked it so many times! I'm not fed up with it, but you know, there's only so many times you can. I think it's an acquired taste, like Marmite - you either love it or you don't. I quite like it but I can't just cook it for myself and eat it on my own because it’s quite a hefty meal to make. I did cook it once and gave it to my family and they were like 'Oh god, not again'!

If you could do this project again, would you have done anything differently?

As soon as it finished and as soon as I first saw it I was like ‘Oh god!’, but now I’ve watched it again I don’t think I’d look back and change it. The whole thing of me getting miserable and crying; it's who I am - I can’t go back and say, 'I wouldn’t cry on camera'. Everything that happened in the week happened for a reason, and it was out of my control, I couldn't have pushed it any harder – if people don't want it, they don’t want it. This is the wrong time to, you know, offer the customer that convenience just yet…

Did you ever want to go to Jamie Oliver and say ‘Get on board with this with me’?!

[Laughs] I actually said when I was in Holborn [Sainsbury’s head office], 'Er, is Jamie around?!'. No, I just thought about it like, going to work every day as I do… I mean I had no idea what I was doing. If I hadn’t been in Holborn I would never of… every day I was like, ‘What am I doing? What am I doing?’ and everyone in Holborn was like, ‘OK, we’ll help you’. I literally had no idea how I was going to implement it and everyone in Holborn helped me, so I would never have had the guts to go, ‘So, Jamie, come talk to me about this!’.

You had to come up with a new recipe. Why couldn’t you have used an existing Feed your family for a fiver recipe?

Well, because it was a brand new product. Even I said it would be OK to go back to one, because I had one in mind to do, but I thought if it’s a whole new product, it might as well be a whole new recipe. They gave me the opportunity to make new recipes and I thought I might as well take it - I can come up with these ideas, they can help and we can put something new out. I thought it would be better than just going back in time and picking an old recipe from, like, four years ago.

Sausages with apple is quite an acquired taste - do you regret not being given the chance to do it with a different dish?

Well, I made four initially - and obviously the beef one didn’t go through because the suppliers weren’t ready for it - but the whole reason the sausage one was picked was because everyone in Holborn thought it was the best one, so I went with what they said. I thought it was the best one out of all of them, personally, and it is an acquired taste but the amount that was in there is not overpowering, it was mostly just sausage and vegetables - and the apple was like a little extra bit, and the cobbler was something different to entice customers to try something new, where if I had gone back and said, 'I don’t think we should use apple in it' I think it would've been a bit boring. And when you taste it, it does taste pretty awesome - and that's not just because it’s mine!

Find out if Becky is loyal to Sainsbury's

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  1. Well Sainsbury's senior management certainly chewed Becky up and then spat her out didn't they. Am I missing something here or don't they pay Jamie Oliver hundreds of thousands of pounds to, amongst other things, come up with recipes for under a fiver? Becky's idea was for existing recipes, how mercenary of them to expect their pound of flesh by getting her to produce receipe ideas. They've shown themselves up on this one and I think Becky's fabulous concept should be given another trial but with existing recipes.
    Posted by liverpoolgirl on 06/06/2009 18:32:31
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  2. What a great idea Becky. Me and my girlfriend could not believe the way the top brass gave little support in pushing this product,and they only gave you 5 day's to sale the bags which did not include the weekend,madness!!!!! Why was there no tasting in store!!? we are sure the idea would work if given more time and choice. WE WANT TO BUY THEM!!
    Posted by Lee Plank on 04/06/2009 19:15:43
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  3. Hi, I think Becky's idea was brilliant!! I think it should have been displayed somewhere more prominent in store and they should have tried in smaller stores like Bourne where I live!!! I would have bought it x
    Posted by sara kane on 03/06/2009 15:01:22
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  4. I thought the programme was fantastic. I thought it was a shame that the trial period was only for 1 week, as it probably would have suceeded once more people knew about it. Also Sainsbury's seemed to miss the point of Becky's idea - to use the original recipe cards, rather than wasting time on producing more recipes. I also thought a choice of 2 or 3 recipes would have succeeded better as customers like to have a choice - and having the ingredients together on a shelf but not in a bag would have minimised wastage as customers still like to pick their own veg etc!! Good work Becky and hope you have many more brilliant ideas!!
    Posted by debbieinthepink on 03/06/2009 11:57:01
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  5. I loved the idea of the bags and was gutted it didn't work - really want to be able to buy them in my local sainsbury's!! I think it was the recipe more than the concept that didn't work - unfortunately children can be really fussy and a sausage and apple cobbler perhaps isn't the most child friendly and people aren't going to buy something they know their children won't eat. Please try it again sainsbury's i'm always hunting for things to cook!!
    Posted by Mummy2be on 03/06/2009 11:34:19
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  6. An interesting programme, however I am astonished that Sainsbury's senior management have made a huge error of judgment here. Originally, Becky's idea was a MARKETING (packaging) idea for EXISTING products. How on earth did this get changed into the launch of an entirely NEW product? Surely, all the trial has proven is that Sainsbury's customers were not too keen on the sausage recipe, not that the marketing concept does not work? Given Sainsbury's particular customer demographic and the general conception nowadays that sausages are not particularly healthy, this does not surprise me. Would it not have been better to run the trial with a number of different recipe options (running separately or concurrently, or maybe both?) As an ordinary consumer with no connection to supermarkets or the food industry, I am convinced that Becky's original idea was a good one, and it would not surprise me if Tesco or Asda pick up on this! I can actually think of an even better way to "package" this concept, which would get away from some of the practical problems as shown in the trial. Supermarket bosses please feel free to contact me! Look forward to watching future episodes with interest.
    Posted by Keith Hodkinson on 03/06/2009 07:55:24
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  7. I'm confused. Is this not the latest ads with Jamie? Did Sainsburys rethink the recipes to be more attractive and re launch?
    Posted by Gilbert on 03/06/2009 00:02:59
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  8. Just saw the show and thought Becky was lovely and I hope she goes on to do reach her potential. Sainsbury's is a great store and the customer services is brilliant....it was great to see the support Becky was given, in particular from her manager who came across as a very empathetic and decent guy. It is a real shame the idea did not launch...I personally think I would love to pick up the bags, but think that it would be better at the front of the store...I often roam the aisles trying to decide what to cook for the evening meal, and by the time I have wandered down a few aisles have made up my mind...I guess the bags are needed to be picked up before that happens. Either way, well done Becky for a brilliant idea and for the rest of your team getting behind you!
    Posted by Sam on 02/06/2009 23:33:01
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  9. Hi, I think Becky's idea was brilliant!! I think it should have been displayed somewhere more prominent in store and they should have tried in smaller stores like Bourne where I live!!! I would have bought it x
    Posted by sara kane on 02/06/2009 23:04:23
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  10. The 'Feed a family of 4 for a fiver' bags were a fantastic idea, unfortunately I think the recipe they picked definitely didn't help it's sales. I am sure the recipe is lovely but a lot of people don't overly like sausages and so would not pick up the bag. I don't see why they could not of trialed several different recipe bags rather than just sticking to the one and then looking at the results.
    Posted by Liz on 02/06/2009 22:56:35
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  11. Thought Becky had a great idea, but feed a family of 4 all contained in one bag. I cook for my husband and myself and if I invited my daughter and her family we now have 6. My idea would be to have the fresh produce altogether so I could pick up what I needed from the recipe card to feed the number of people I am cooking for.Good Luck Becky.
    Posted by julia on 02/06/2009 22:53:53
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  12. I can't believe this idea didn't work. At least 2 days a week we have a panic about what to eat and end up with takeaway. This would be fantastic - dash into the store and pick up a bag and much healthier than pizza or chinese. Think it needed a choice of at least 3 or 4 recipes to give it it's best shot. Not everyone is going to like one recipe.
    Posted by shoegirl on 02/06/2009 22:17:41
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  13. i thought it was an excellant idea and would definitly used the beef cobbler or pasta dish, they should have given it more of a chance or adapted it to making it an end promotion with all the ingrediants but not in the bag, which would have been easier to stock control and give customers a choice to leave out an ingrdiant. well done becky
    Posted by caravan girl on 02/06/2009 22:14:40
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  14. Take the ingredients out of the crappy plastic bag!!! Brilliant idea of Becky's, but hardly surprising they had low sales when goods were all packaged together in a plastic bag. Would have been far better and more appealing either in a cardboard box ( looks healthy and homespun ) with photo or each ingredient displayed on a separate shelf of the unit, and maybe the bags displayed at the side. Customers then invited to choose one of each ingredient to put into the bag - almost like pick'n'mix. It's fun and customers can choose which celery they want, which potatoes look the freshest, etc. and perishables can then be thrown away without discarding whole thing. If they want a ready-meal customers go to the relevant section; but if they're cooking from scratch they want to feel as if they're choosing their own ingredients.
    Posted by Brandangel on 02/06/2009 22:13:24
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  15. I enjoyed the program but I think that Sainsbury's missed the point. If they had allocated the shelf space for all the ingredients (so that shoppers had to take one of each product to cook the recipe) Then had the recipe cards being handed out at the store entrance with staff telling customers were the allocated bay was located in the store, I think it would have been a more successful venture.
    Posted by D, Folkestone on 02/06/2009 22:12:37
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  16. I think Becky's idea is great. I would love to be able to buy all the ingredients in a bag. It probably failed because there was no choice. I don't like sausages so I wouldn't have bought it but had it been chicken, fish or vegetarian I would definitely buy. Also as the sell by date is short it will increase the number of customers coming to the store and probably buying other products.
    Posted by ANNE NELSON on 02/06/2009 22:11:33
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  17. Cannot believe they wouldnt roll this idea out, i think its brilliant!!!!!!!!!!!!!! The reason Becky said is exactly why I have never dont this "feed your family for a fifer"- beacuse i cant be bothered to look for everything!!!
    Posted by Vic on 02/06/2009 22:09:18
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  18. what a fantastic idea, i would definitely buy the bags if they were ready packed up. It is such a shame that they dont trial it again with another recipe, go on give it a go.... Well done Becky it was a brilliant idea.
    Posted by karen Knight on 02/06/2009 22:07:38
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  19. just watched Becky's story on 4 and wanted to commend her on her get-up-and-go! she should be dead proud of herself and even though she failed this time the main thing is that she got up and tried! james
    Posted by james on 02/06/2009 22:05:28
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