Asda Mitcham colleagues rally round to support elderly customer after the death of his wife

The workers at Asda's store in Mitcham, south London, have got to know customer Peter Jeffries so well over the years that they say he's like a surrogate granddad to many of them – and when Pam, his wife of 64 years, died recently after a long illness they were there to comfort and support him.

Store manager Bryan Counsel, pictured here with Peter, has daily chats and coffee with him, and even got him a mobile phone on his day off so he could look at photos of his beloved wife every day.

Bryan said: “Peter is such a nice guy. My granddad passed away ten years ago, and if I had a replacement granddad I'd want it to be Peter. Pam used to shop with us until she took ill and was bedridden. Peter would come in every day with his little shopping list. Everyone knows him in the store, and he talks to multiple colleagues.

“When Pam died I, along with my deputy, went along to the crematorium just to make sure Peter had some support, which he really appreciated. He lives close to the shop, and when the hearse came round I got as many colleagues as I could to stand outside the entrance. They bowed their heads to show their respect and support.

"Peter wanted a mobile phone so I got one for him and set it up. It was really important for him that he could see photos of Pam. He was really grateful. Peter and Pam had no children, or family, so it was just the two of them."

Bryan was happy to pay for the phone himself, but Peter insisted on paying him back.

When Asda posted on Facebook about Bryan, hundreds of customers commented to say how much they related to the story and to thank him for his kindness, with comments including:

• "I really appreciate what you have done to help Peter. Your support will mean such a lot to him. I am so glad there are still wonderful acts of kindness and support shown to others and hope to see more of them. At the current time when so many people are so frustrated and unhappy, I am heartened to know that so much goodness is still out there and it’s made my day 🙂"

• "What an amazing post. Bryan appears to have empathy and understanding and this post brought tears to my eyes. God bless you Bryan and may you get to support Peter for many years to come."

• "Such a heartwarming and heart-lifting post. I'm sure Peter looks in Bryan as a grandson too ❤️"

• “What an amazing thing that the staff from the Asda Store in Mitcham Surrey did for this man. Proves there are still very kind people around to help others in time of need xx"

• “What a lovely kind man you are. And I'm glad Peter gets to look at photos of his wife when he wants. I lost my husband last year. I pass many happy hours looking at old photos on my phone so I know the happiness this will bring him ❤️❤️"

• "Well done, it's people like this man who should be recognised, not reality stars, Asda should be grateful that they have such a caring member of staff too 👍🙂"

• "Such a brilliant asda for our community. All the staff there are very kind. Thanks so much to Bryan and his team"

The post was shared to the local Mitcham, Surrey community Facebook group which has 44,000 members. Its Facebook post received comments like:

• “Bryan is the best store manager, he goes above & beyond for all his customers! 👍🏼"

• "This is so nice to hear, such acts of kindness which sadly we dont often see nowadays. Bryan you are a top fella"

• "Bryan is a legend! Such a genuine person and really cares about people who come to his store!"

• "Amazing! it’s so important to be there for the customers we become close with! I myself work in retail, & have attended funerals of some of our customers! Sadly sometimes we’re the only people who keep a smile on their faces that day! 🩵"

Bryan is well known for his strong community spirit and for going above and beyond for his customers at the Asda Mitcham store, which is just off Mitcham Fair Green on Bond Road, inside the St James industrial estate.

He went viral on social media in late 2024 when he spotted an elderly gentleman standing in front of some shelves with kitchen equipment looking a bit confused and alone.

Bryan went to see if he could help and learned that the man had recently been widowed and wanted to buy an air fryer so he could continue cooking at home, as his late wife used to do most of the cooking.

Bryan not only offered advice and helped the customer choose the best air fryer for his needs, but after hearing that the customer, who walked with a stick, planned to carry it back to his house, also drove the customer home with his new purchase and set it up for him.

He said at the time: “It was a ten-minute drive but it would have taken him quite a long time to get back on his own. I just felt that it was the right thing to do. The gentleman had been through the wringer recently so it was the least I could do.”

The Facebook post about him inspired more than 3,000 people to leave comments about him such as:

• “This filled me with happy tears. What a gentleman and what great customer service! Thank God for people like you”

• “Having lost my mum a few months ago I have seen my dad struggle some days, just being quiet in his thoughts too. What you did probably meant more to this gentleman than you could ever know.”

• “So very kind. I'm over 80 myself (on crutches) and know how much it must have meant to that gentleman”

• “Makes your heart sing when you hear stories like this”

• “I get my groceries from Asda delivered and all of them are smashing lads always cheery”

• “I love Asda, the staff are fantastic and can never do enough for you. They always go out of their way to help if needed”

It was widely shared – including to local community groups like the local Mitcham, Surrey one – whose Facebook post inspired comments from customers of the store like:

• “How fabulous. What a lovely team at Mitcham Asda”

• “What a gentleman, we should support his store and shop there as often as possible (One good turn deserves another ) xxx”

• “Well done Bryan, I do like your store as the whole team are just so lovely and helpful. 👏👏👏”

• “Bryan is a great guy. I called him on the 21st December as I had forgotten to buy all my staff in my nursing home Xmas chocs. Bryan arranged 144 chocs, helped me at the checkout and then helped me load them in the car. I will always be grateful for his kindness. 👏”