Who is Stephen Jempson? To find out more, he agreed to meet me in his Peasmarsh flagship supermarket to answer my questions about himself, his leadership style and more about the business.
Stephen was born literally yards from the Peasmarsh store. His grandfather, George Jempson started Jempson’s as a small bakery 90 years ago. Stephen shared various stories of how he sat at the table listening to his grandfather and then his own father, Harold, as each worked on how to change or expand or re-invent the business through sometimes really tough years. Stephen went to school in Rye, married and moved to Beckley. Stephen and his wife have always lived in the same house, and he cycles to work every day.
What is your philosophy about hiring employing staff?
“Jempson’s employ around 380 colleagues. Some staff have worked for over 40 years and I have literally grown up with them. We have an extremely dedicated band of colleagues who I’m very proud of. Their loyalty has never ceased to amaze me.”
Stephen went on to say that even during rough times in the business, he has rarely had to let go of any staff.
What is your personal leadership style?
“Look, I’m only a village grocer but I subscribe to the ‘servant’ style of leadership (that doesn’t mean to say I’m any good at it!):
- Lead by example: Be Seen. Be Fair.
- Serve colleagues as well as customers
- Empower colleagues
- Ensure all have a voice. Encourage feedback
- Take time to fully understand the numbers!
- Know your market, and be every ready to learn.”
That care for colleagues and customers seems an integral part of Stephen’s decisions for the format of the Jempson’s stores. In Peasmarsh, most people are doing their “big shop” and it’s much larger in size and variety than Rye’s store. It’s also the only place in Peasmarsh where people can have food or just a coffee. The Jet petrol station is the second busiest Jet station in the country. In September 2021, during the fuel crisis, Jempson’s extended hours of the station to ensure fuel was always available.
There are now nine Jempson’s supermarkets of various sizes and also seven bakery and coffee shops across this area of East Sussex. Stephen works with town councils and even developers to try to work out the right format of each store for its community. He feels being independent allows him to quickly react to the communities’ needs. So during Covid, Jempson’s immediately provided a home delivery option to ensure the most vulnerable were able to get their groceries.
“We have found 80% of these customers have stayed loyal to us as a result of the efforts we made for them,” he says.
Rye’s supermarket is 50% smaller than Peasmarsh, but has almost double the footfall. Stephen explained the Rye format is “in and out shopping” and his goal is to “enhance” the diverse shopping available on the High Street. He assured me that all the prices in Rye are exactly the same as in Peasmarsh.
Tell me more about what Jempson’s does for the community and the charity you have set up?
“We have always tried to help people in need. This Christmas and for many previous ones as well, Jempson’s sent out about 480 hampers of food to local families and individuals. ‘Give it Away’ to those in need is a core value.
“In 2010 Jempson’s was 75 years old and we decided to set up two charities to formalise our charitable giving. The Jempson’s Foundation has now donated almost £150,000 for different local charities. We also set up Oak Tree Homes Trust, with its vision to provide accommodation and assisted living for elderly people in the south east of England. The first 10 homes were finished in 2018 and now accommodate 16 people. 12 more apartments are in planning application status.”
What is your own favourite product right now?
“We started our own ready meals during Covid with the help of our new professional chef, Minerva. My wife and I love the roast dinners and eat at least one a week.”
What are your goals for Jempson’s in future?
“Well, I’m not retirement age yet! We want to open more Jempson’s supermarkets and Rye Bakery outlets. You will see emphasis on our own production centres, a focus on locally grown products, our own brands and perhaps a dabble or two into the tourist market!”
Some reports say discount supermarkets can decimate the independent high street of a community. How do you plan to compete with Aldi if they do open in Rye?
“Our own research would agree with that summary. But I’d rather not answer – you will have to wait and see!”
Image Credits: Abigail Cooper-Hansen .
I would like to say thank you to both Stephen and his staff for their excellent efforts in making Jempsons a place where it is a pleasure to shop ( I shop in the Peasmarsh store) . Also for their commitment to the local community. Thank you
So Stephen Jempson is reluctant to tell us his plans if Aldi get permission for a supermarket in Rye, nobody doubts his contribution to the area for many years, and the monopoly he has had, but talking to Rye people at the exhibition at the River haven Hotel most welcome competition, will it decimate the few food shops in Rye,I very much doubt it as many people will still support the few family owned grocery shops, and its time Rye people had a choice where they wish to shop in our town.
The key question for Jempson’s is what does the future hold. Local people all know that Jempson’s prices overall are higher than Tesco and Asda and significantly higher than discounters like Aldi and Lidl. Jempson’s has in effect operated a monopoly in Rye for many decades and has taken commercial advantage of this position. While commendable, the firm’s charitable endeavours very much represent a public relations effort to fend off criticisms of the supermarket’s affordability. Other supermarkets offer food to the needy. Price remains the key driver and Jempson’s will not be able to match Aldi’s offering. Jempson’s central Rye store may be able to survive due to its location and mixed customer base, but I believe the Peasmarsh store — which does not attract a footfall commensurate with its size — may not withstand Aldi’s entry to Rye (save, perhaps, for the petrol station). Choice and competition is essential for grocery customers, which are all of us. At the end of the day, people will vote with their feet and their wallets. In my opinion, Jempson’s current supermarket business plan really only works where it has a monopoly in a town or village, because most competitors would prove cheaper and outcompete them.
I don’t agree that Jempsons has any monopoly in the towns and villages as many seem to think. We use the Peasmarsh store very regularly, living only a couple of miles away, but usually for fresh food and top ups, but our main shop has been with Ocado for the last five years as they are totally reliable and deliver to the door. Sainsburys, Tesco, Waitrose and the rest also offer competitive doorstep deliveries, so that destroys any illusion that Jempsons has a monopoly.
What we have noticed since the change from NISA to Morrisons, is that many of the prices are now on par with – and some cheaper than – those of the big boys. True, they are higher than Aldi or Lidl, but the shopping experience at Peasmarsh is far more pleasant and, for us at least, we don’t have to travel far. True there are some areas where prices are noticeably higher – pharmacy being one – and others where the price is actually lower – fuel, but overall it seems to balance out.
And the restaurant, while more expensive than Sainsburys (and of course not featured at all in many supermarkets these days), is in a different league regarding the quality of it’s food and drink.
From what I understand, Stephen knows his business well, it’s strengths and weaknesses. He’s always hands on and often to be seen on the shop floor. Personally I wish him continued success. Despite it’s local critics, I’ve a feeling that the area might just miss Jempsons if they weren’t there.
I mention that the Jempson’s supermarkets (Rye and Peasmarsh) are monopolies — by which I mean a physical supermarket presence, rather than online delivery, which of course is a relatively recent phenomenon. In those villages or towns that have competing, cheaper convenience stores, such as a Co-op, Jempson’s finds the going much tougher. One must realise that not everyone uses, or can avail themselves of online grocery deliveries — elderly people, for example may not be adept at using the internet. The fact remains that Jempson’s benefits from a physical supermarket monopoly in Rye and Peasmarsh. Many bakery goods and other items at Jempson’s are notoriously expensive, as local people will testify. I disagree that the supermarket’s prices ‘balance out’ overall because if one does a normal weekly shop at Jempson’s, the cost of a normal basket of goods will be a lot higher than Tesco and Asda and substantially higher than Aldi and Lidl. Saying that, I agree that the Jempson’s petrol station and restaurant at the Peasmarsh supermarket are assets for the community. As mentioned, if Aldi get the green light for a Rye supermarket, we’ll see how people vote with their wallets. I think it’s fair to say that while Jempson’s has its supporters in Rye, there are an awful lot of local people who have been unhappy paying its prices over the years.
Interesting the picture of Environmentally Friendly banner despite still selling fruit and bakery items in polystyrene trays, how environmental is that?
Even street food vendors are now using cardboard or plastic containers that can be recycled.
On behalf of the volunteer team and the clients of Rye Food Bank I’d like to acknowledge the steadfast support through thick and thin that Jempsons have given us over many years. They have always found a way to supply what we have needed, however difficult, and provided an income stream as well. Were it not for Stephen and his amazing team, I really doubt there would be a Food Bank in Rye. Thank you all for your wonderful dedication to this community.
It’s sad our society and culture has developed to the extent that everything is measured in monetary terms. Some things, like compassion and community support, are invaluable but difficult to put a price on. I really hope a big chain supermarket doesn’t come to Rye. It would almost certainly mean the end of Rye Food Bank which would struggle to survive without the support of Jempsons. Not only are Jempsons generous to Rye Food Bank they deliver all the supplies (purchased at special low prices) free of charge on Wednesday. The small team of volunteers who are all retired could not manage without this help.