M&S Dine In deal falls flat without wine

UK retailer Marks and Spencer’s attempt to remarket its Dine In for Two for £10 offer by replacing the bottle of wine with better quality food has been scrapped after customers slammed the revised deal.

Trialled in a number of stores over the New Year after a series of attacks on shops for encouraging heavy drinking by offering cheap alcohol, the non-alcoholic version of the meal deal sparked a large number of customer complaints and a dip in sales.

The trial has since come to an end and M&S has no plans to repeat it, promising that the Dine In offer, which launched in 2008, will continue with the bottle of wine included as standard.

“We have no plans to change what is a very successful promotion”, said M&S food business development head Jill Bruce.

Feedback about the new version of the deal was overwhelmingly negative, with one customer commenting on internet consumer forum Money Saving Expert: “This won’t wash with me. No wine, no deal. Think again M&S!”

The Dine In deal has been credited with turning round the fortunes of M&S food, but has also attracted criticism from the health lobby.

Last October the British Liver Trust claimed such deals should carry health warnings as they encouraged heavy drinking among middle-aged professionals.

The standard Dine In For Two for £10 offer includes a ready meal for two, a side dish, desert and bottle of wine.

Lucy Shaw 10.01.2011