Sainsbury’s restructuring loosens family’s decision-making control

David Sainsbury is taking a further step back from the running of Sainsbury’s supermarket stores, with the creation of a new structure.

Sainsbury, whose family has a 40 per cent stake in the group, relinquished the role of chief executive in a management reshuffle in January, but remained chairman. Now the chain has formed the Supermarket Executive Committee, which will oversee strategic direction.

It removes the Sainsbury’s board from direct responsibility for supermarkets, and hands control to the committee, headed by Tom Vyner – chief executive until his retirement next year – and Dino Adriano, the deputy chief executive who will replace him. Marketing director Kevin McCarten also sits on the committee.

A number of Sainsbury’s management committees are either to be axed or merged under the new arrangements. One new group is the Store Format Committee, which will look at the balance of own-label to branded products.

Sainsbury’s is expected to halve its advertising spend this year – it reached 41m last year, but the 20m campaign focusing on customer service did little to improve the chain’s market share.

This year the budget is expected to be at previous levels of just over 20m. Observers believe Sainsbury’s is planning to launch a new advertising campaign in May to try win back customers from Tesco.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here