Asda Cheers on its Staff (and Their Namesakes)
By Bernice Hurst, Managing Director, Fine Food Network
Anyone reading the small print of Asda's press ads would apparently see announcements of staff birthdays and special occasions. This is one way in which the supermarket chain, owned of course by Wal-Mart, celebrates along with its staff and makes sure the world knows what a family-oriented business they are.
As an added twist, one store manager pointed out that his fruit and vegetable department is looked after by one Bob Hall who shares a name with a horse running in the Grand National. The annual steeplechase is one of the biggest and most popular races in the country. To honor their own in-house Bob, Asda decided to back the 100 to one outsider and encourage everyone to yell their support on the day. If the horse won, produce Bob would get the takings, estimated at more than £4000 ($8000).
Store manager, Nigel Palmer, said "It's part of our drive to show everyone at Asda that they are the most important people in the company. Our colleagues have made Asda the successful company that it is today, and we want to make all of them famous.
"Bob does a really good job in our store, and so when we saw that a horse called Bob Hall was also running on Saturday, it makes perfect sense to throw the company's support behind it. We're only sorry that we can't do it for all of our workers - but unfortunately we don't employ anyone called Cloudy Lane, Slim Pickings or Comply Or Die."
Asda's Bob responded, "I'm really chuffed (Trans: "I'm really pleased.") to know that everyone in the company will be cheering my name as they watch the Grand National on Saturday. My chances of winning the race may not be great, but at least I'll be able to say I took part in the Grand National, in my own small way."
Discussion questions: Are programs such as Asda's Bob Hall contest worth pursuing by large retailers? How would you assess their impact on employees and customers? What other feel-good programs would you recommend for larger chains looking to bond with local employees and local communities?
[Author's commentary] The winner of the Grand National this past weekend was Comply Or Die (7-1), followed in respective order by King Johns Castle (20-1), Snowy Morning (16-1), and Slim Pickings (10-1). Bob Hall (the horse) pulled up before the finish line.