Waitrose has launched its first new store in six years, located in Hampton Hill, London. The retailer also revealed plans for an expanded presence in the convenience sector, building on its existing partnerships with Welcome Break and Shell.
The Hampton Hill store is the 47th convenience shop operated by Waitrose. The retailer stated that its primary focus will be on opening smaller, typical convenience stores around 3,000 sq ft, such as the one in Hampton Hill. However, it is also exploring opportunities for larger convenience stores, approximately twice that size.
The Hampton Hill store also highlights the importance of Waitrose's partnerships with Deliveroo, Uber Eats, and Just Eat, as it becomes the first Waitrose convenience store to include a hatch for delivery riders. These hatches are being tested with plans for them to become a staple feature in Waitrose locations. The retailer reported that its average weekly on-demand grocery sales have increased by 115% compared to the same time last year.
The supermarket is also aiming to expand its presence at new Welcome Break locations through its franchise with the operator. A store will open at the A14 in Spaldwick, Cambridgeshire, followed by another on the M1 in Rotherham, South Yorkshire, as part of a new Welcome Break motorway service in January. A third location is set to open in this year, with additional openings planned if the venture proves successful, the retailer announced.
Waitrose has partnered with Welcome Break since 2009 and currently operates Little Waitrose stores at 27 of its motorway service areas. The new stores will mark the first openings with Welcome Break in eleven years.
In addition, Waitrose now supplies approximately 100 Shell forecourt shops and plans to expand to more new locations in 2025.
James Bailey, executive director for Waitrose, said: “The long associated stereotypes of food at forecourts and service stations are becoming a thing of the past – expectation has moved on and customers are rightfully demanding more. They want great tasting, quality food no matter where they are. Through new store openings and strategic partnerships we will continue to evolve our shops to get better and better, whilst reaching new locations that help bring Waitrose great quality, service and value closer to more customers.”
