I sent a letter to the CEO of Sainsbury’s when I was about 16/17 about an idea I had. He did respond, but didn’t go with the idea. So I kept on sending him letters. He then got his PA to respond after that.
My letter to the CEO of Sainsbury’s:
Dear Justin King
I’m writing to you for a possible idea that can be used in Sainsbury stores. This idea has come across to me when watching the TV series ‘I’m running Sainsbury’s’ I fully enjoyed the programme and I thank-you for having the opportunity to see how a successful business is run. The ideas were very good and by watching the programme I discovered an idea of my own.
In the TV programme, employees came up with the idea however I’m not an employee but I’m a very imagination seventeen year old, who likes to create ideas to help others and businesses.
So my idea is called ‘Tea Tonight’. It will be presented in a unit shelf (like the ones in stores today) that gives people an idea of what to buy for a meal. The location for the shelf would be near the entrance of the building so it is quick and easy for consumers to locate and collect. The shelf would be filled with the same product for example Sainsbury’s beef lasagne or Sainsbury’s chicken hotpot, basically all the ready meals, pies and pastries. I think people would buy this mainly because they are tried of making food meals throughout the week and would like a one nights rest, especially if they are in a professional environment which is a big market. Unlike Becky Craze idea it won’t be in a bag as people would be able to pick their own extras to the dinner. Tea tonight gives people a quick meal to do, whether in microwave or oven. This could help reduced waste and costs from expiring products in each store. Also it can keep employees more motivated because they could choose what product could be on Tea Tonight.
The market audience is people looking for a quick meal to prepare and eat. The audience aren’t going into supermarkets to do this at the moment they are going to take away shops or fast food outlets. So with this in stores it can give people an option what to eat if they are in a busy environment or it’s just a one off. This market can instead go to Sainsbury outlets and buy a healthy option that is quick and easy to prepare. By doing this you are helping people become healthy rather than them buying kerb meat and chips! This idea can appeal to a very big audience from students eating in on their own to an elderly man. It would be prefect in the Sainsbury’s local stores were it would be more accessible.
This would be a great idea if introducing new products or products with low revenue volume to the Sainsbury’s brand. This would save waste and cost in a business and would give passing advertising in stores.
I thank you for your time of reading this idea of mine and it would be great to hear from such an iconic business man. You have given me so much inspiration to become a get businessman like yourself. Once again thanks.
Yours sincerely,
John Cutts
His response to me:
Dear John,
Thank you very much for your email about ‘Tea Tonight’, which I read with great interest. I am always delighted to hear from young people like you, with creative ideas and entrepreneurial spirit.
You are absolutely right that our customers are looking for inspiration and ideas, particularly when they might be shopping for their evening meal on the way home. We recognise this and this is one of the reasons we run ‘Meal Deals’ in our stores where, for example, our customers can chose a main course, side dish, dessert and a bottle of wine for £10. You may have seen these in store and they are very popular with our customers.
As this formula works very well, we aren’t currently looking to change our approach, but I would like to thank you for writing to me and I would encourage you to keep trying. I wish you every future success in your career.
Kind regards
Justin King
Chief Executive