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http://www.theguardian.com/politics/2014/apr/03/david-cameron-waitrose-elitism
"The supermarket chain Waitrose can evoke strong opinions, from sniffy derision about its perceived airs and graces to expressions of joy from middle-class incomers when their gentrified locality is blessed with a branch. Rarely, however, does it get party political.
However, a minor and arguably slightly silly Waitrose-related Westminster spat has broken out, with David Cameron accused of elitism after he expressed the personal view that Waitrose shoppers tended to be more talkative and "engaged" than customers of other supermarkets.
The prime minister – who, in fairness, was at the time buttering up staff from Waitrose's parent company, John Lewis, during a question-and-answer session at a store in Cheadle, Greater Manchester – said he had developed his views on "supermarket sociology" as a shopper who visited different chains.
He said: "I shop at various different supermarkets. I'm going to be honest with you. When I'm at home in the constituency I go to Sainsbury's in Chipping Norton, because there isn't a Waitrose. When I'm having a day in the central town in my constituency I go to Waitrose in Witney. In London, as I've said, it's Ocado delivered, after it's got through all the security measures.
"I have got an interesting piece of supermarket sociology for you, which is that there's something about Waitrose customers – they are the most talkative. I find if I shop in Waitrose in Witney it takes me about twice as long, because everyone wants to stop you and have a chat, whereas in other supermarkets I find I can dart round very quickly. That's something about your customers. They're very talkative, engaged people."
The observation raised the ire of the Labour party, which released a condemnatory statement from Michael Dugher, shadow minister for the Cabinet Office.
"Families are on average £1,600 a year worse off since David Cameron became prime minister," it read. "Most families understandably have to shop around and watch every penny because of the cost-of-living crisis, plus very many people increasingly have to rely on food banks. This is a world away from that of David Cameron.
"There's nothing wrong enjoying shopping at Waitrose. But Cameron seems to be saying that at Waitrose you get a better class of shopper. This is a bizarre and empty-headed intervention from a prime minister who increasingly gives the impression of being stuck-up and out of touch."
The row was laughed off by Nick Clegg on his weekly LBC radio phone-in show. The deputy prime minister identified another supermarket phenomenon – people wishing to have their photo taken with him.
"A lot of people want to take selfies these days. I'm appearing, I'm afraid, as a grinning idiot on selfies in various supermarkets in south-west London and Sheffield," Clegg said. "In the last few weeks I've shopped in Asda, Sainsbury's, Waitrose and Tesco. There you go, I've done the full spread. I will do further market research but I haven't discerned any great difference."