M&S playing in a different category

Marks & Spencer is inviting consumers to “Dine in for £10 with M&S this weekend,” positioning the retail chain as a comparable alternative to eating at a restaurant. The comparison with restaurant food cleverly works to elevate the quality perception of Marks and Spencer’s products while allowing the retailer to communicate a very strong value proposition. This allows consumers to maintain some of the feeling of eating out at a fraction of the price.