"Renaming tiger bread giraffe bread is a brilliant idea."

17 June 2011

Supermarkets have far more important things to do than entertain silly questions from three year olds. Although it's not really a silly question that Lily asked, and Sainsbury's wholeheartedly agreed (click to see the full-size images).

This is the sort of simple customer service that wins over a customer for life. We're off to buy a hat so we can doff it in Sainsbury's direction.

Tiger bread 1

tiger bread 2



  • ExtremelyCreamy
    Hat's off to Bitterwallet as well for running this post. What a wonderful ray of sunshine in amongst the bitter and twisted bile for a Friday afternoon. Actually made me smile.
  • Grumpy
    Chris King is a lovely person. I love the fact he signed off with his age, too. More companies should employ people like him. It doesn't hurt to be nice like this every now and again.
  • Stuart S.
    Agreed - they have won a customer for life and possibly a few more with the care and 'niceness' of the reply. Positive press for less than £4 - brilliant
  • Zeddy
    Bullshit. She'll take one look at Sainsburys' prices and piss off down to Asda. I hope they honour the Sainsburys gift card.
  • PlatinumPlatypus
    Unfortunately most customer service drones don't have the authority to give out £3 gift cards willy-nilly. Mr King is probably a bit higher up.
  • Michael
    Amazing! Hope the bloke that wrote the response gets rewarded for starting some good publicity, although I doubt it when the customer careline gets inundated with similar letters !
  • Damien
    Chris King probably works in a call centre and had to ask permission to break free from protocal and write the letter in that style. They could have given a £5 out.
  • Dave
    @Damien Chris may work in a call centre, but at least he or she can spell "Protocol" tit!
  • crap
    peadophile grooming if ever i saw some
  • mr o.
    This is exactly the type of free style writting sainsburys use everyday, both via care line and the finance centre. I know, i work for the finance centre. Hat off to chris though for making it that little extra special.
  • zax
    Very good response from Sainsbury's. Now that is what customer service is!
  • Stubbs
    Why is it that some people always have to belittle and pick holes in every "feel good" story that's published? Who cares if Chris had to get special permission to write that letter? The fact that Sainsburys replied to a little girl in the first place is commendable where they could have just binned the letter. Well done to Chris for the care and thoughtfulness that went in to replying. It's the personal touches like this that make people smile when they're having a bad day. It certainly makes me want to shop at Sainsburys instead of a store that is only interested in taking your money.
  • RebelNine
    Really nice thing to do and somehow I just can't imagine Tesco doing the same; they'd be more likely to reply threatening legal action or somesuch!
  • Fullmoon
    I love this response. I am sure other people will like it too. Doesn't really matter even if Chris gave the kid 1p gift card , this really make Sainsbury looks good in customer service dept. I hope other Supermakets employ the guy like Chirs because some of them just sign in and out daily to read the script in their shift and can't do anything special. Shame. Well done to Sainsbury and Chris King!!
  • PokeHerPete
    That is really nice. It is a shame that such things will be considered a deal by the cheapskates on HUKD by getting their kids to write pre scripted letters to get free vouchers. BFN, fp
  • Letting P.
    [...] at which customers come into contact with it don’t work then the business is undermined.  This is great customer service.  Repeatedly telling a frustrated customer that you won’t sell [...]
  • poo
    £3, stingy cunts lol. well at last he can get 10 fags :D
  • Christy L.
    this is fantastic. I like that he directed the letter back to the child and not the parents. Very cute all around
  • Amy
    Thumbs up for Chris! Lovely letter - fine example of great customer services.
  • Paul
    I wonder if this is the same Chris who mans (womans) the Twitter feed? Had an ongoing issue with Sainsburys for a number of years that Chris, Ciaran, et al have been looking into but never any resolution. That being said, this is a lovely examply of customer service. Well done, Chris King!
  • Justin
    People are trying to belittle this gesture by saying £3 is stingy? WTF? Remember the child is just 3 and a half, as a parent myself I think Chris judged it just right. It's all about the fact that the kid actually got a response and not just a computer generated bog standard reply. It was such a lovely and simple thing to do, in such a cold and bitter world!
  • Paul
    Nice reply, but given that this has now gone viral Sainsbury's should really think about actually renaming Tiger Bread as Giraffe bread. But even without that, the kid is right. It does look much more like Giraffe Bread
  • Nick T.
    Hi, I'm researching this story and hoped you could tell me how you found out about it? Thank you
  • peter t.
    very clever marketing sainsburys, very clever indeed !
  • Mar
    Funny how most people assumed Chris was a "he". I automatically thought it was a "she", since I know one with that very name. mar
  • Sainsbury's S.
    [...] Customer Service GA_googleFillSlot("smnet_InPost"); Clicky! Fantastic! Last Blog Entry: 5 Weeks In (24-Oct-2011) [...]
  • Magpie11
    I still remember when Sainsbury's was an 'old fashioned' grocery shop with real people helping little boys like me do their grannie's shopping. It's good to see that some of that spirit remains. Oh yes £3-00? One for each of her years...about right that. Oh yes...maybe a woman would have written it by hand.
  • Andrew K.
    That's thoughtful and kind act typifies his character.
  • How d.
    [...] I did a quick Twitter search and identified this Tweet linking back to a Bitter Wallet post written in 2006 as the fire starter. Then, a number of other Twitterers with high (marketing) [...]
  • LuggyLover
    Luggy approves :-)
  • Customer 2.
    [...] i commenti sui blog non sono tantissimi; in compenso le discussioni che si sviluppano su Reddit sono impressionanti [...]
  • bill
    That's awesome. It's people like that who should be taking in Million Dollar bonuses.
  • A 1.
    [...] 2. Take care of your customers, and they’ll take care of you. When you have a good customer service experience, you’re usually hooked. Ran across this gem last week: Renaming Tiger Bread. [...]
  • Lisa
    Fantastic customer service and well done, Sainsburys. Can't imagine the faceless organisation that is Tesco doing this sort of thing. I will redouble my efforts to spend my money with Sainsburys now - and may even spend some time thinking up some awkward questions for them!
  • Bex
    Well done Sainsburys, for great customer service and Chris for making it special. Hats off to Sainsburys.

What do you think?

Connect with Facebook, Twitter, or just enter your email to sign in and comment.

Your comment