Apart from rivalling other multiples on basket spend, Waitrose seems to do everything brilliantly, and its internet shopping services are no exception. WaitroseDeliver, launched 10 years ago at Waitrose's Kingston store, and Ocado are innovations that have kept Waitrose head and shoulders above the rest, bringing reassuringly expensive smoked salmon and champagne to 'the ladies who lunch' across the UK. WaitroseDeliver differs from Ocado in that deliveries are sourced from certain local branches.