Robinson Crusoe, the Making of a Universal and Versatile Myth

Posted on by E Curb Nottus
Biographical, Creative Writing, Geography, Literary & Linguistics, Popular Culture, Travel

Robinson Crusoe Tercentenary, 1719-2019

3451C32D-A5EC-4678-A59E-FC9A8DB57BB4Three hundred years ago this coming April, London merchant-cum-journalist Daniel Defoe published his debut novel anonymously✱ – it was to become one of the most iconic and most imitated literary works ever…it began with a title page descriptor that read in full:

The Life and Strange Surprising Adventures of Robinson Crusoe, Of York, Mariner: Who lived Eight and Twenty Years, all alone in an un-inhabited Island on the Coast of America, near the Mouth of the Great River of Oroonoque; Having been cast on Shore by Shipwreck, wherein all the Men perished but himself. With An Account how he was at last as strangely deliver’d by Pyrates.

74E3659A-FFFB-42DA-B2B0-FCCA848D2F79Once “cast on Shore by Shipwreck”, Crusoe, isolated and alone, is forced to make the best  of a perilous predicament in an alien and challenging environment. His solitary, epic struggle in the face of hardships and the existence of threats from wild animals and the unknown elevates the story to mythic proportions. The myth is complete when Crusoe ultimately succeeds in conquering all impediments and fashions the island into his own “miniature Great Britain”.

A multiplicity and diversity of readings
Robinson Crusoe is a multifaceted work of fiction, viewable from a number of different perspectives. On a straightforward level its an adventure novel and a travel book (rather than a guide) tantalising the 18th century Englishman and woman with a sense of faraway “new worlds” which were still undergoing a process of discovery and exploration.

The personality of the protagonist Crusoe himself is an Everyman figure, representing a cross-spectrum of contemporary English societal types – above all he is the archetypical survivor prompting untold numbers of readers to identify with the despair of his plight and “embraced his myth of struggle, survival and triumph against all odds” [Crusoe: Daniel Defoe, Robert Knox and the Creation of a Myth, Frank, K (2011)].

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⍐ One of the numerous screen adaptations of the ‘Robinson Crusoe’ tale


Crusoe as “economic-imperialist” and coloniser
There is the hero of romantic, bourgeois individualism, the Englishman who turns his dire circumstance to his ultimate financial advantage. When others appear on the island (Friday, the boy slave Xury, the ‘savages’, the Spanish sailors and English mutineers), Crusoe reacts with a sensibility typical of the “natural superiority” of a coloniser and uses the others as ‘commodities’✥. James Joyce described Robinson Crusoe as the “true symbol of the British conquest”, embodying “the whole Anglo-Saxon spirit” [quoted in ‘An introduction to Robinson Crusoe’, (Stephen Sharkey), 21-Jun-2018, www.bl.uk].

A spiritual voyage
On another level Robinson Crusoe can be read as a kind of spiritual autobiography (popular in Defoe’s time). Crusoe’s journey from one exotic land to another can be seen as the “spiritual voyage” of Bunyanesque Puritan Christianity. Crusoe’s long, long sojourn on the island is a test of his faith. Being alone with infinite time on his hands he devotes himself to intense self-scrutiny, questioning the Providence that landed him in his predicament (ie, his relationship with God). Some critics have noted that Crusoe’s thought processes on the island entailed a progression from rebellion, acknowledgement of mortal sin, atonement and religious conversion [‘Robinson Crusoe Theme of Religion’, (shmoop), www.shmoop.com].

DIY Robinson Crusoe and the Conduct book
Defoe provides a very detailed description of how his hero goes about making the most of his enforced stay on the island. As Katherine Frank observes, DeFoe’s novel is the “ultimate how to book: a step-by-step guide on how to live in a particular tricky situation”, ie, a method for surviving alone on a desert island◘ [Frank, op.cit.]. On the ship and again on the island Robinson spends copious amounts of time cataloguing items and making lists of everything that comes into his head.

The novel’s preoccupation with DIY touches on something else close to Defoe’s heart, the “Conduct book”✪ (a kind of user’s guide for life in the 18th century). The self-help component in Robinson Crusoe gives a sample of the writer’s broader interest in instructional works…Defoe spilled a lot of ink in writing a series of published texts telling people how they should live their lives – with titles like The Family Instructor, The Compleat English Tradesman and The Compleat English Gentleman.

A Defoe conduct book on the Robinson Crusoe theme

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Always look on the bright side of life
Defoe’s faith in the individual’s capacity for self-improvement comes through in his novels as much as in the didactic Conduct books. In Robinson Crusoe Defoe’s central character refuses to give up and submit to his fate no matter how glum his prospects look. With each new challenge he faces on the island, Crusoe time and again evokes the “power of positive thinking”…in his solitude he learns “to look more upon the bright Side of my Condition and less upon the dark Side” (Defoe imbues the protagonists of his later novels like Moll Flanders with this same positive disposition) [ibid.]. Defoe really had to be a glass half-full kind of guy to keep bouncing back from all the reversals life was lobbing on him (viz. a succession of self-inflicted, calamitous business ventures he managed to embroil himself in, doing gaol time for failure to pay his debts, etc).CA6103A9-E02F-4B27-B46E-DCD1A6029538

PostScript: Cashing in on the “golden egg”
The Life and Strange Surprising Adventures of Robinson Crusoe was an instant commercial success with four editions printed in 1719. Defoe, always with his mind fixated on how to enrich himself, was quick to follow-up Robinson Crusoe with a sequel. The Farther Adventures of Robinson Crusoe, published in the same year, proved to be almost as much a hit with the public. The Farther Adventures (usually today called the Further Adventures) was intended to be Robinson Crusoe’s swan-song, but Defoe couldn’t resist going to the well one time too many with a third book in 1720 entitled Serious Reflections During the Life and Surprising Adventures of Robinson Crusoe: With his Vision of the Angelick. Serious Reflections ‘bombed’ badly and the less said about it the better⊡.
═══════════════════════════════―═══════════════════════════════
✱ it was commonplace for 18th century texts to be published either anonymously or using a pseudonym…Defoe was especially inclined to obscure textual ownership to try to cover himself when raising polemical questions [‘Anonymity in the Eighteenth Century’, (Gillian Paku), (Literature, Literary Studies – 1701 to 1800: Aug 2015 DOI: 10.1093/oxfordhb/9780199935338.013.37 www.oxfordhandbooks.com]
✥ Crusoe’s mercenary nature (equating with that of the money-obsessed Defoe) is best illustrated with Xury who Crusoe is happy to sell back into slavery when he is no longer required and by so doing fetch a tidy sum for himself
◘ novelist EM Forster once remarked that Robinson Crusoe reminded him of a “Boy Scout manual”
✪ Conduct books, today’s self-help guides, in Defoe’s day took the form of sermons, devotional writings, familiar letters, chapbooks and instruction manuals offering advice on social mores and manners, spiritual guidance and practical information on state and household duties, [Batchelor, Jennie. “Conduct Book”. The Literary Encyclopedia. First published 09 July 2004
https://www.litencyc.com/php/stopics.php?rec=true&UID=216, accessed 29 December 2018.]
⊡ the Farther Adventures had the same trademark derivative framework as the original novel – Defoe borrowed heavily once again from Robert Knox’s autobiography and seems to have modelled the last part of Crusoe’s journey on a 17th century Moscow Embassy secretary’s travel journal (Moscow – Peking), The Farther Adventures of Robinson Crusoe, Wikipedia, http://en.m.wikipedia.org; Frank, op.cit.]

Creating Crusoe: A Raft of Derivative Sources of Defoe’s Classic Tale

Posted on by E Curb Nottus
Creative Writing, Geography, Literary & Linguistics, Natural Environment, Popular Culture

A common retort to people purporting to be in a unique situation of any kind is the phrase, usually emphatically stated, “you’re not Robinson Crusoe!” – ie, (not) alone. The phrase references probably the best-known solitary and physically isolated character in English literature, a shipwrecked voyager stuck seemingly alone on a deserted island in some unidentified expanse of the great oceans. Daniel Defoe’s classic 18th century novel Robinson Crusoe.

A search for the genesis of The Life and Strange Surprising Adventures of Robinson Crusoe, like the story’s narrative itself, has taken scholars far and wide. Geographically, this has included both the South Pacific and the South Atlantic Oceans, the Caribbean and Ceylon (Sri Lanka). The search has also led, through the work of biographers, to a study of DeFoe’s own life experiences for sources of inspiration for the work of fiction.

image

Alexander Selkirk’s adventures
For the great bulk of the (almost exactly) 300 years since Robinson Crusoe was first published, the conventional wisdom has been to attribute the book’s origin to the real life experiences of Alexander Selkirk. Selkirk was a Scottish privateer who fell out with his captain and crewmates on a voyage and was voluntarily marooned on an uninhibited island for a bit over four years. When Robinson Crusoe was published less than a decade later, many made a clear link between it and the well-publicised accounts of Selkirk’s episode of being a solitary castaway. Moreover, some people thought that Defoe’s hero must have been a real person and that the book was a travelogue of actual events [‘Robinson Crusoe’, Wikipedia, http://en.m.wikipedia.org].

Selkirk’s Island 🔽

Some commentators today still hold that Selkirk was the true inspiration for Defoe’s most famous fictional protagonist [‘The Real Robinson Crusoe’, (Bruce Selcraig), Smithsonian Magazine, July 2005, www.smithsonianmag.com; ‘Scientists Research the Real Robinson Crusoe’, (Marco Evers), Spiegel Online, 02-VI-2009, www.spiegel.de]. A perception that was given some added credence by the Chilean government. With an eye to the tourist potential spin-off, Chile renamed Más-a-Tierra, the small island in the South Pacific which had been Selkirk’s enforced home for over four years, Robinson Crusoe Island.

Defoe’s ‘Crusoe’ cf. Selkirk
Most literary critics these days however accept that Selkirk’s epic misadventure was “just one of many survival narratives that Defoe knew about” (by no means the major one)✲. Becky Little has listed some of the key differences between Defoe’s story and the accounts of Selkirk…Robinson Crusoe was shipwrecked, whereas Selkirk asked to be cast on shore; Crusoe is a plantation owner with a colonising mentality who adapts the island to his own world, while Selkirk was effectively a “glorified pirate” who “goes native”; Crusoe’s Island, as Robinson was to discover in time, was inhabited, whereas Más-a-Tierra was completely uninhabited; Crusoe was stuck on his island for 28 long years compared to a shade over four years that Selkirk had to endure [‘Debunking the Myth of the “Real” Robinson Crusoe’, (Becky Little), National Geographic, (28-Sept-2016), www.nationalgeographic.com].

imageAside from Selkirk’s story, Defoe who read widely and voraciously would have drawn on other, existing accounts of shipwreck and survival – this includes a work by 12th century Arab Andalusian writer Ibn Tufail, Hayy ibn Yaqzan, both a philosophical treatise and the first novel to depict a desert island castaway, and the story of Pedro Luis Serrano (Maestre Joan)♉, a 16th century Spanish sailor thought to have been marooned on a small Caribbean Island for seven or eight years [‘RC’, Wikipedia, loc.cit.]❇.

Robert Knox, a prototype for Crusoe?
One of the major influences on Robinson Crusoe is sea captain Robert Knox’s experience of prolonged confinement after his British East India Company ship was forced aground on the island of Ceylon (published in 1681 as An Historical Relation of the Island Ceylon). Katherine Frank in her book Crusoe: Daniel Defoe, Robert Knox and the Creation of a Myth, has pointed to the parallels between Defoe and Knox. Knox’s Island confinement consumes some 20 years, comparable to the 28 years Crusoe is marooned on his remote island. Both Crusoe (in the book) and Knox (in real life) are unable to secure the full patrimony (inheritence) entitled them upon their return. Both are engaged in slave-trading activities at different times [Katherine Frank, Crusoe: Daniel Defoe, Robert Knox and the Creation of a Myth, (2011)].

The derivative Defoe
Frank describes Defoe as a “congenital plagiarist” who freely borrowed material  and ideas from numerous sources for Robinson Crusoe. Among the literary works mined by Defoe are Homer’s Odyssey, Shakespeare’s The Tempest, Hakluyt’s Principal Navigations of the English Nation, and Bunyan’s Pilgrim’s Progress. He also relied upon the books of voyages by contemporary explorers such as William Dampier and Woodes Rogers. And of course there was the borrowings from published accounts of real castaways and their ordeals – in addition to Serrano, Selkirk and Knox, Defoe drew upon the accounts of Fernando Lopez on St Helena in the South Atlantic and Henry Pitman’s stranding on Tortuga, et al [ibid.].

‘Robinson Crusoe’, allegory of incarceration
Frank also draws on biographical aspects of Defoe’s life that can be reflected in the famous novel. On two separate occasions Defoe was imprisoned for failure to settle his (very considerable) debts (the first saw him detained in the Fleet and the King’s Bench Prisons and on a subsequent occasion in notorious Newgate). DeFoe’s journal tells us how profoundly affected he was by imprisonment. Frank invokes the symbolism of being “shipwreck’d by land”, analogising the author’s mandatory detention with the catastrophe of being tossed about in a storm and helplessly cast adrift on a desert island, and concludes that “Robinson Crusoe clearly had its autobiographical genesis in Defoe’s bankruptcies and incarceration” [ibid.].

PostScript: a legion of imitators, the Robinsade
As plentiful as were Daniel Defoe’ sources of inspiration for Robinson Crusoe, the novel has continued to this day to capture the imagination of countless writers, film directors and TV producers. Seemingly ubiquitous, it has inspired the creation of a genre of writing, “survivalist fiction”, and even spawned a literary sub-genre known as the Robinsonade. These works include novels as disparate as Swiss Family Robinson, Treasure Island, The Lord of the Flies and JM Coetzee’s Foe, filmic representations of the novel by Luis Buñuel and modernised updates of the story such as Cast Away, plus the television series Lost in Space and Gilligan’s Island. The form of the Robinsonade has also extended to a Science Fiction offshoot with Sci-Fi Robinsonades (movies: Robinson Crusoe on Mars, The Martian; fiction: The Survivors (Tom Godwin), Concrete Island (JG Ballard)). Robinson Crusoe has proved to be particularly fecund in the world of reality television, inspiring a host of “real life”(sic) programs with titles like Lost! and Survivor that say it all! As Katherine Frank commented, “Crusoe hasn’t just survived, he has thrived, flourished and proliferated”.

﹎﹎﹎﹎﹎﹎﹎﹎﹎﹎﹎﹎﹎﹎﹎﹎﹎﹎﹎﹎﹎﹎﹎﹎﹎﹎﹎﹎﹎﹎﹎﹎﹎﹎﹎﹎﹎
✲ eg, the scholarly consensus tends to the view that no single, real life ‘Crusoe’ existed, the character was an amalgam of “all the buccaneer survival stories” [AD Lambert, Robinson Crusoe’s Island, (2016)]
♉ after Robinson Crusoe was published Serrano became known as the “Spanish Crusoe”
❇ Defoe got the idea for Crusoe’s familiar goatskin clothing from reading about another exile, John Segar, on St Helena

Sainsbury’s, Caution and Quality in Business: A Sure but Steady Passage from Solitary Dairy Grocer’s Shop to a Major Supermarket Chain

Posted on by E Curb Nottus
Commerce & Business, Local history, Retailing history

Next year, Sainsbury’s, which has long maintained a place on the podium of Britain’s leading supermarkets will reach its sesquicentennial milestone – 150 years in the grocery retailing trade. Over the last 20-plus years the company has had to content itself with the runner-up position in the market leadership ladder of supermarket chains, trailing the seemingly ubiquitous and dynamic Tesco which has swept all before it. Nevertheless, Sainsbury’s has carved itself a distinctive and impressive notch among the titans of modern British retailing since it first opened for business in the Victorian era.

Foundation years, butter and establishing the Sainsbury style
In 1869 the newly wed John James Sainsbury, founded Sainsbury’s in partnership with his wife, Mary Ann Sainsbury (née Staples). The two opened their first dairy goods shop at 173 Drury Lane, Holborn (London). Mrs Sainsbury played an active role in the business, in the early years she effectively managed the Drury Lane shop, making it “famous for the quality of its butter”. As Sainsbury’s built its formative business reputation largely on product quality, Mary Ann (the daughter of a dairyman) insisted on fresh milk on the shop’s shelves, as well as, that the Dutch supplier of Sainbury’s butter date-stamp every unit item it supplied [‘The History of Sainsbury’s – Trying Something New for 147 Years’, (Darren Turner, 11 Nov.), www.s4rb.com]. The freshness and purity of Sainsbury’s butter gave it a commercial edge over the competition in an era known for widespread food adulteration (eg, it was a common practice for milk to be watered down) [Judi Bevan, ‘Battle of the Supermarkets’, RSA Journal, Vol. 152, No 5517 (June 2003)].

In the 19th century Sainsbury’s rivals in the grocery game were shops like Lipton’s and Home and Colonial Stores. Early on John J Sainsbury developed a business model which made the shops stand out from the other grocers by doing things differently. Appearance was important to Sainsbury, the shops were clean and hygienic, on offer were “high-quality products and fresh provisions at prices even London’s poor could afford” (an early shop slogan was “Quality perfect, prices lower”).

A gradualist approach to growth
John J Sainsbury, whose motto could well have been “Make haste slowly”✱, was in no hurry to expand the business. From the Drury Lane foundations he gradually added a shop in Kentish Town and then two more in the new railway suburb⊡. It wasn’t until 1882 that Sainbury made his first move outside London, establishing a shop in Croydon, one that specifically sought to cater for a middle-class clientele, selling comestibles which were in the luxury range (foreign cheeses, poultry and game birds, cooked meat delicacies, etc) [‘Sainsbury family’, (Bridget Salmon), Oxford Dictionary of National Biography, (23-IX-2004), www.odnb.com].

Even well into the 20th century century each new Sainsbury’s store was a matter of measured deliberation…the company continued “to place the highest priority on quality, taking the time to weigh each decision, whether it meant researching suppliers for a new product, assessing the reliability of a new supplier, or measuring the business potential of a new site” [‘J Sainsbury plc History’, Funding Universe, www.fundinguniverse.com].

During John J Sainsbury’s tenure in charge, the company established what was to become the Sainsbury’s “house style”, stores which were elaborately decorated in contrast with the other (typically drab) grocers of the day. The key to the company’s success was covering all of the bases…John James would price-match the competition while at the same time offering higher standards of quality, service and hygiene. Moreover, the likes of Home and Colonial and Lipton’s, while having numerically more shops, could not match Sainsbury’s range of products [ibid.].

Sainsbury’s “Own Brands”
Although “own brands” are thought of as a modern phenomena in retail merchandising, Sainsbury’s first introduced the concept as early as 1882! The shop’s first own brand was its staple commodity – butter. Sainsbury’s continued this practice and by the 1950s there was a host of such offerings on the shelves: ‘Sainsbury’s Cornflakes’, ‘Sainsbury’s Snax Biscuits’, ‘Sainsbury’s Cola’, ‘Sainsbury’s Peas and Carrots’, etc, etc. [‘The History of Sainsbury’s’, loc.cit.]. By 1980 half of the products Sainsbury’s sold were under its own label [Bevan, op.cit.].

Modernising Sainsbury’s
In 1950 Sainsbury’s refitted one of its earliest shops, in West Croydon, creating what was Britain’s first supermarket proper, one of the country’s earliest to operate as fully self-service. Some customers were at first put off by the innovation, thinking it impersonal and “anti-social”, however the convenience factor of not having to wait to be served eventually won out…Advertising and Marketing magazine reviewing the new store concluded: “From the point of view of the customer the chief advantages of self-service shopping are the speed with which shopping can be done and the ease with which one is reminded of things needed…these advantages substantially outweigh the disadvantages of not getting the personal attention of the assistant.” [‘Sainsbury ‘s return to site of first self-service supermarket’, (Graham Ruddick), The Telegraph (UK), 30-Aug-2013, www.telegraph.co.uk].

Although under its founder Sainsbury’s had been reluctant to get too big too quickly, once the company passed to his successor, son John Benjamin Sainsbury✫, the number of stores grew (though still at a trademark cautious pace). Under the strong leadership of a string of postwar CEOs (such as (John) Baron Sainsbury of Preston Candover), this trend was maintained❂.

Although Sainsbury’s followed a typically cautious approach to its business model, the company couldn’t be accused of dragging its feet when it came to embracing new technology. In the early Sixties they were the first retailer in Britain to develop a computerised distribution system and their stores were among the first to turf out electronic cash registers in favour of scanners in the late Eighties [‘J Sainsbury plc’, www.company-histories.com].

In 1973 the company went public under the holding co name J Sainsbury plc after being floated on the stock market. The 1970s witnessed increasing competition from discounters and a squeezing of profit margins, prompting an escalation in diversification…non-food items started to appear on Sainsbury’s shelves. It also innovated with the advent of ‘Savacentre’ hypermarkets and ‘Homebase’ house and garden centres. Overseas expansion was concentrated in the US – Sainsbury’s acquired Shaw’s Supermarkets, Giant Food Inc and Star Markets (its holdings in Shaw’s were unloaded in 2004).

Stumble and renewal
During the Nineties, Sainsbury’s, hitherto accustomed to being the premier supermarket chain, was relegated to second place by Tesco which became supermarket “top dog” in the UK in 1995. A change-up was required at Sainsbury’s and further diversification was sought. In 1997 the company ventured into in-store banking (in partnership with the Bank of Scotland – before going it alone in 2014). During this period the 130-year direct involvement in running the company of the Sainsbury family came to an end with the retirement of David (Lord) Sainsbury. The acquisition of Bells Stores in the early 2000s signalled a move into convenience stores, adding to the variety of its retail outlets.

Sainsbury’s – status quo in 2018 and future fortunes?
In the contemporary British retail landscape, Sainsbury’s, with a healthy slab of the market, is the second largest chain in the country✥ with ≻1415 stores (2017) and ≻186,900 employees (2018). Despite having long conceded first place to Tesco, this state of play is a fluid one…no longer dominated by the Sainsbury family (though it retains 15% of shares in the company), these days the majority shareholder is the Qatar Investment Authority (note comparisons with Harrods). 2018 has seen Sainsbury’s unearth a bold attempt to unseat Tesco’s hegemony through a planned merger with ASDA which would give the merged entity around 30-31% of the UK market – as against about 27.5% for Tesco (Source: Kantar). Approval of the controversial merger is still pending but could depend upon Sainsbury’s and ASDA offloading 463 of their stores to win over the competition ‘watchdog’ (CMA) [‘Walmart’s Asda agrees to UK merger deal with Sainsbury’s’, (Silvia Amaro) 30-Apr-2018, www.cnbc.com; ‘Sainsbury’s and Asda may have to offload 460 stores to seal merger’, (Sarah Butler), The Guardian, 28-Sep-2018, www.theguardian.com].

Footnote: A “leg-up” for UK supermarkets
As the age of postwar austerity and scarcity gave way to an era of abundance and growth in the 1960s, supermarket heavyweights like Sainsbury’s and Tesco led the way. The supermarket chains on their expansionary arcs was facilitated by legislative changes affecting the retail sector. The abolition of resale price maintenance (RPM)✧ by the British Board of Trade in 1964 was a total game-changer! RPM had allowed (especially large) manufacturers to dictate terms to retailers, the law change shifted the balance in favour of Tesco, Sainsbury’s and co, who now could lord it over even the largest of manufacturers like Unilever and Procter & Gamble [James Buchan, Review of Trolley Wars by Judi Bevan, The Guardian, 30-Apr-2005].

PostScript: How Tesco outmanoeuvred and outgunned Sainsbury’s
One of the key moves made by Tesco was to take careful note of what the older retailer was doing right (eg, offering quality in goods and service) and copying it! (in “Tesco-speak” this is called ‘benchmarking’ the opposition) [Bevan, op.cit.]. As Tesco grew incrementally it benefitted from a “virtuous circle” of business⊙. The sheer, monolithic size of Tesco allows it to buy merchandise more cheaply and accordingly sell it more cheaply. Ergo, they turn over more customers and make greater sales, and so the cycle is sustains itself [Buchan loc.cit.]. Tesco has a reputation for following intuitive hunches…being less risk adverse than other major supermarkets like Sainsbury’s it happily ventured into lower class, ‘brownfield’ areas that its competitors wouldn’t touch [Bevan, op.cit.].

—‧—‧—‧—‧—‧—‧—‧—‧—‧—‧—‧—‧—‧—‧—‧—‧—‧—‧—‧—‧—‧—‧—‧—‧—‧—‧—‧—‧—‧
✱ Festina lente – the motto of Roman emperors Augustus and Titus, et al
⊡ a calculated, gradual approach to expansion suited John James who had a very hands-on management style, by temperament he was a “micro-manager”, immersing himself in the minutiae of the shops’ everyday transactions
✫ known for his focus on staff welfare and remembered by one of his senior staff as a “benevolent dictator”, [‘Sainsbury family’, loc.cit.]
❂ there have so many Sainsbury family members involved in the company, in British politics, in art patronage and philanthropy, to almost necessitate a scorecard
✥ although it briefly conceded second place to the Walmart owned ASDA in 2003/2004
✧ Resale price maintenance (or retail price maintenance) is a practice where the distributor agrees to sell at a price set by the manufacturer
⊙ a business scenario the Financial Times described as “hard to create, but (also) hard to disrupt”

Top Shelf Tesco, (Super)Market Leader: The Irresistible Rise of Britain’s Leading Grocer

Posted on by E Curb Nottus
Commerce & Business, Regional History, Retailing history

In the UK’s highly competitive retail world Tesco plc is the kingpin grocer, at the top of the tree of Britain’s supermarket chains. With over 3,400 stores across the UK and a presence in around a dozen countries worldwide✱, Tesco pulled in revenue in 2017 to the tune of £55.9B. The retailer’s origins though, way back at the end of the Great War, were of course much more humble. Like fellow high-flying UK retailer, Marks and Spencer, it began with one man and a market stall operation.

Jack Cohen got the business ball rolling in 1919 with a basic stall✥ in the Well Street Market, Hackney, London…for start-up capital Cohen (born ‘Jacob Kohen’) had a £30 stipend from his recent WWI service. From his barrow and stall operation, the antecedent of Tesco, the 21-year-old started off selling matzos (unleavened Jewish crisp bread) and other army surplus food he had purchased. On opening day Cohen made a princely £1 profit from a grand total of £4 in sales [‘A History of Tesco: The rise of Britain’s biggest supermarket’, by Tim Clark and Szu Ping Chan, The Telegraph, 04-Oct-2014, www.telegraph.co.uk].

Genesis of the business name
In the early days, a big-ticket item that Cohen sold was tea from T E Stockwell (in fact the first product sold by Cohen under the Tesco brand). From the Stockwell name Cohen simply took the first three initials ‘T E S’ and added the first two letters of his own name ‘C O’ on to the end of it – thus forming the business’s famous name, ‘TESCO’ (and unsold “Stockwell Tea” got repackaged and rebranded as “Tesco Tea”).

From North London to the nation
Cohen opened his first shop in Burnt Oak, near Edgware, North London, in 1931. Within a short period he had built the company headquarters and a central warehouse also in North London (Edmonton). The London retailer’s strategy was twofold – to expand by gradually buying out smaller grocery stores, and to buy the unsold merchandise other grocers couldn’t sell, which he would repackage and rebrand and then on-sell it to the public cheaper than anyone else (earning himself the nickname ‘Slasher Jack’) [‘Tesco UK, brief history and overview’, www.eeph.org.uk].

Cohen’s business motto, and therefore the company’s motto, was “pile it high and sell it cheap”, a straight-forward business philosophy of “low cost and high volume”✪ along the line of the large Woolworths chain. One of Cohen’s “bargain basement” product mainstays was ‘Snowflake’, a New Zealand canned milk which accounted (together with Tesco Tea) for much of the early Tesco sales [Sarah Ryle, The Making of Tesco: A Story of British Shopping (2013)]. By 1939 there were in excess of 100 Tesco shops all round the United Kingdom. Where Cohen chose to locate a Tesco, seems according to his daughter (the future Conservative MP Dame Shirley Porter) to have been something of an intuitive hunch. As she later explained, they’d be driving around town and “he’d suddenly say ‘this looks like a good place for a shop’ and he’d leap out and chat a few people up”. This was the very hands-on way Cohen would conduct market research [Ryle, op.cit.].

First with self-serve
Jack Cohen’s introduction to the idea of self-service grocery outlets came on a visit to the US in 1935…Cohen was initially not impressed. The immediate postwar period in Britain was characterised by a hike in wholesale costs of goods, which could not be passed on to customers due to the burdens of postwar austerity. Cohen made a return visit to the US at this time, accompanied by his son-in-law Hymon Kreitman who was enthusiastic about the American self-serve concept as typified by the pioneering Piggly Wiggly supermarkets. Cohen, influenced by Kreitman, eventually opened Tesco’s (and Britain’s) very first self-service shop at St Albans (Herts.) in 1948 as a way of countering the rising costs of commodities. Another first for Tesco was the first supermarket in the UK, opened in 1958, located in Maldon, Essex (it featured separate counters for meat, butter and cheese) [‘Jack Cohen (businessman)’, Wikipedia, http://en.m.wikipedia.org].

Maldon supermarket (interior) ⬇️

Expansionary growth
The 1950s and ’60s for Tesco was marked by unbounded expansion through the acquiring of many smaller grocery shops. Among the scalps of small retail outlets claimed by the burgeoning company were Burnards stores, Williamson’s shops, Harrow stores, Irwin’s shops, Charles Phillips’ shops and the Victor-Value chain (this last concern was unloaded by Tesco in the Eighties). Between 1955 and 1960 alone, Cohen bought over 500 new shops across the country [‘Tesco: How one supermarket came to dominate’, (Denise Winterman), BBC Magazine, 09-Sep-2013, www.bbc.com].

After Jack died in 1979 Tesco’s expansionary trajectory continued unabated…there was a hostile takeover of Hillards supermarket chain in 1987, the acquisition of William Low shops in 1994 gave them a greater market concentration in Scotland, as did the snaring of Associated British Foods three years later for Ireland and Northern Ireland. The Safeways/BP shops, and a move into convenience stores T&S Stores and Adminstore followed. The opening of Tesco’s Leicester “super-sized” store in 1961 made it, at that time, the largest grocery store in Europe. By the 1990s Tesco had overtaken Sainsbury’s as Britain’s largest food retailer. So extensive has been the spread of Tesco shops, it is thought that only one postcode in the entire UK – Harrogate in North Yorkshire – doesn’t have a Tesco in it! [Clark & Chan, op.cit.].

Diversifying Tesco
From the Sixties Tesco started to diversify in a big way! To the traditional staple of grocery lines were added clothing, books, furniture, software, internet services and in 1974 the sale of petrol. The Tesco Bank (financial services) was launched in a joint venture with the Royal Bank of Scotland, and later gained a foothold in the communications field with the advent of Tesco Mobile [‘Tesco’, Wikipedia, http://en.m.wikipedia.org].

Diversification also meant a dilution of Slasher Jack’s traditional retail philosophy of providing only the cheapest of the cheap. This change-up saw Tesco for the first time add upmarket quality items to its catalogues. The physical nature of Tesco’s retail outlets diversified during this period. To the standard supermarket format was added hypermarkets (called Tesco Extra) at one end of the spectrum, and “one stop” shops/neighbourhood convenience stores (Tesco Express) at the other. In between these polarities were Tesco Metro and Tesco Superstores. Such market manoeuvrability by Tesco has drawn praise from business analysts – Citigroup’s David McCarthy acknowledges Tesco’s capacity to “appeal to all segments of the market” [‘Tesco: Supermarket Superpower’, (Hannah Liptrot), 03-Jun-2005, www.bbc.com]. It has also been (reluctantly) commended by a critic of the grocery Goliath for its “clinical efficiency with which it carries out its business plan” [Andrew Simms, Tescopoly: How One Shop Came Out on Top and Why it Matters, (2007)].

Tesco Malaysia

Internationalising Tesco
Inevitably, growth and profitability at home meant external expansion for Tesco, a move towards globalisation. The company acquired various overseas market footholds with majority stake holdings in established Turkish supermarket chain Kipar and in Polish Leader Price wspanialy-rynki (supermarkets), among others. The overseas results however have tended to fall well short of Tesco’s stellar domestic performance. A 2006 move into the US market with the Fresh & Easy chain was unsuccessful, resulting in a £1.2B loss and in 2013 Tesco completed their pull-out from North America [‘Wikipedia’, op.cit.].

Inverness high street

Too big, too damaging?
The phenomenal retail success of Tesco ⌖ is encapsulated by the popular phrase in Britain, “£1 in every seven went into a Tesco till!” Inverness in the Scotland Highlands (known locally as ‘Tesco Town’) personifies the dominance of Tesco – 50p in every £1 spent on food, it is calculated, is derived from one of Tesco’s three shops in the northern city [Liptrot, loc.cit.; ‘The supermarket that ate a town’, (Lorna Martin), The Guardian, 01-Jan-2006, www.theguardian.com]. Other cities and towns across the UK share Inverness’ concerns of urban domination by the retailer…Seaton in Devon’s east is staring at the prospect of becoming another “Tesco Town”. Tesco has flagged plans to build a superstore, hundreds of ‘Tesco’ homes and a hotel in the small town, triggering determined local opposition to the scheme [‘This town has been sold to Tesco’, (Anna Minton), The Guardian, 05-May-2010, www.theguardian.com].

Ultimately, it is Tesco’s size that courts the company’s most strident criticism and opposition. Increasingly, the sheer size and scale of the supermarket empire gives it a disproportionate degree of bargaining power with manufacturers. Since 2000 the British authorities have sought to address the uncompetitive nature of the status quo, a code of practice was enacted in that year to try to curb Tesco’s (and other large retail players’) market dominance to the serious detriment of small traders in the UK (the National Consumer Council has described Tesco as “the Marmite of British business”). Interestingly, consumer surveys in the UK point to the consumer public’s “Janus-headed” take on Tesco, it ranks as both the “most trusted” and the “least trusted” of companies in the country! [David Gray (Analyst, Planet Retail), quoted in Winterman, op.cit.]. The recent Tesco takeover of Booker Wholesale Group (2017/18) for £3.7B, given the green light by the UK’s competition watchdog (CMA), has however provoked widespread disquiet within those in British society concerned at what they see as yet another monopolistic move for the retail behemoth [‘Tesco’s £3.7bn Booker takeover waved through by competition regular’, (A Armstrong & J Torrance), The Telegraph (UK), 20-Dec-2017, www.telegraph.co.uk].

Ripples in the Tesco ocean
The hostility of small retailers at Tesco’s strangulation of competition in the supermarket field❅ is not the only discordant note in Tesco’s recent history. Its high public profile has prompted at least two attempts at extortion using the threat of letter bombs…in 2000-2001 an individual tried to extort £5M from the supermarket giant (he was subsequently caught and jailed for 16 years); later a former tax inspector demanding £1M from Tesco, tried the same method (also apprehended and imprisoned). Tesco has tended to court controversy on occasions, eg, quantities of horsemeat were discovered in burgers and spaghetti sold by Tesco, and of course almost a by-product of runaway commercial success, there has been a slew of charges over the years that Tesco was engaging in tax avoidance schemes, tax minimisation, etc. Tesco was heavily criticised by the CEO of UNICEF UK in 2009 for appropriating the children’s charity’s slogan “Change for Good” and crassly using it for commercial advantage in company advertising [‘Unicef accuses Tesco of misusing charity slogan’, (Marie O’Halloran), The Irish Times, 25-Jul-2009, www.irishtimes.com]. As well there have been isolated incidences of individual Tesco shops discriminating against blind people (especially barring entry) [‘Tesco’, Wikipedia, op.cit.]. Tesco’s corporate response after such periodical outbreaks of bad PR has been to launch charm offensives aimed at the public (such as its “Good neighbour” policy in the 2000s) [Simms, loc,cit.].

Until very recently Tesco has experienced seemingly unstoppable success. However things troughed for the retailer during financial years 2013-14 and 2014-15, in the latter year Tesco lost £6.4B, its worse fiscal performance in 20 years! [Clark & Chan, op.cit.]. Since then the supermarket chain (boosted by acquiring the Booker cash and carry group) has to no one’s surprise bounced back, in 2018 recording its strongest growth in seven years (UK and Irish sales rose 3.5%). It has also just introduced Jack’s stores which it hopes will wrest back losses in the discount store market from front runners, German supermarket heavyweights, Aldi and Lidl [‘Tesco posts highest growth in seven years’, (Sarah Butler), The Guardian 15-Jun-2018, www.theguardian.com].

PostScript: Tesco to (super)market leader
What makes Tesco a cut above its rivals? Enormity of size and utter ruthlessness and aggression in business dealings has been a factor, but according to some observers, the key to its success has been its ability to read customer behaviour: going way back Tesco has been meticulous about collecting raw data on what consumers were buying, invaluable information for anticipating future patterns, staying ahead of the curve! Tesco introduced loyalty schemes, personalised discounts and rewards for its customers, above all the Tesco Clubcard (“Every little helps”) – the card was an immediate hit, within a year of its debut (1995), Clubcard holders were spending 28% more at its stores and Tesco was number 1 with a bullet in the rankings of British grocers [Winterman, loc.cit; ‘The card up their sleeve’, The Guardian 19-Jul-2003, www.theguardian.com].

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✱ including stores in Ireland, Poland, Hungary, the Czech Republic, Slovakia, Malaysia, India, South Korea, Japan, Taiwan and Thailand (and previously in the US)
✥ his precise start in the world of retail sales was in fact as a barrow boy
✪ to which he added an internal one, actually a motivational pitch for sales staff, “YCDBSOYA” (You Can’t Do Business Sitting On Your Arse”) [‘Shirley Porter: Rich, flashy and corrupt with it. She’s nothing like a Dame’, (Sean O’Grady), The Independent, 16-Dec-2001, www.theindependent.co.uk]
⌖ fifth biggest grocery chain in the world, biggest UK retailer by sales, biggest UK employer (>330,000 staff) [Winterman, loc.cit.]
❅ for instance, the Office of Fair Trading investigated the company for allegedly forming a cartel of supermarkets (with Safeway, Asda, Morrisons and Sainsbury’s) to fix the price of dairy products