British father of three Dean Mayhew, who became famous for having a barcode of his Tesco Clubcard tattooed on his own wrist, has unexpectedly announced that he no longer visits this supermarket. According to him, the prices no longer justify the loyalty, and the card itself stopped providing tangible benefits. The story, which went viral in 2022 and became a symbol of brand devotion, is now taking a different turn: even the most striking tattoo won’t keep a customer when the grocery bill becomes unaffordable for a family.