Asda Chairman Stuart Rose said the troubled supermarket has “slightly lost the plot” after revealing another quarter of disappointing results and warning of a return to inflation at UK stores.

The privately-owned UK retailer’s like-for-like sales fell 4.8% in the three months ending Sept. 30, it said Friday. Rose blamed the decline on a failure to give customers what they want, a punishing mistake to make in one of the world’s most competitive food markets.