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The company attempts to differentiate itself from its competitors by offering high quality food and customer service. As a result, it has the reputation of being more expensive and is popular with the middle classes. The company has a Royal Warrant to supply groceries, wine and spirits to Queen Elizabeth II. It formerly held a Royal Warrant for Her Majesty Queen Elizabeth, The Queen Mother. The company has a long term goal of opening 400 branches across the UK by 2017 and doubling its revenue to £8bn by 2016. |