Bideford man with Clubcard tattoo drops Tesco for cheaper rivals

Dean Mayhew, a 34-year-old father of three from Bideford, has stopped shopping at Tesco because prices rose too high for his budget. Mayhew, who has a QR code of his Clubcard tattooed on his wrist, said midweek food runs there recently cost around £200. He now buys his groceries at Morrisons or Asda instead.

Mayhew got the tattoo in July 2022 at A Star Tattoo in Chessington, Surrey. He had considered the idea for months before committing to the ink. Soon after the appointment, he tested the code at his nearest Tesco store. Cashiers often questioned whether the mark was real, forcing him to insist they scan it. They were reportedly shocked when it worked.

He stopped doing his weekly shop at Tesco more than a year ago. Mayhew believes the Clubcard deals no longer save shoppers meaningful amounts of money. He said the discounts often apply to products that customers do not want. He described the supermarket as a rip-off compared to its competitors.

Research by Which? supports his experience with recent figures. The organization analyzed 93 common items across eight major supermarkets. It found Asda to be cheaper overall for a standard weekly shop. Without a Clubcard, a Tesco cart cost £193.45. With the discount, the price dropped to £187.71. The same basket at Asda cost £186.71.

Mayhew still uses the wrist tattoo during his lunch breaks. He buys a meal deal consisting of a drink, crisps, and a sandwich for £3.50. He says no one complains about that specific purchase. The tattoo remains a conversation starter for him.

Despite switching stores, Mayhew says he has no regrets about the ink. He views it as a past event and a source of humor. He plans to keep using the code for small in-store purchases even though he no longer buys his main groceries there.