What is worrying is that a rapid store-refurbishment programme is not delivering the desired results and the home of the Clubcard is finding the task of keeping customers loyal so expensive.
Broadbent is intent on keeping Tesco ahead of the wave of changes washing over the retail industry.
You start to wonder whether this once-great company is not waving, but drowning. It will take more than the marketing magic for which Lewis is best known to stop the rot.