London based The Nero Group, has deepened its partnership with premium supermarket chain Waitrose and unveiled a new collaboration between Caffè Nero and John Lewis.
In a press release, The Nero Group announced the introduction of a new in-store café concession with Waitrose, offering coffee from The Nero Roasting Company alongside a selection of food from the supermarket chain.
The concept has been initially rolled out at five Waitrose locations in the UK, situated in Billericay, Godalming, Keynsham, Locks Heath, and Stroud.
The Nero Group is also preparing to open a standalone 1,500 sq. ft. Caffè Nero store within John Lewis’ White City location in London. Both the 340-store Waitrose supermarket chain and the 34-location John Lewis department store chain are owned by the London-based John Lewis Partnership.
Will Stratton-Morris, CEO, Caffè Nero UK said: “We have always seen the potential to deepen this relationship further and the launch of the new cafès in Waitrose is a key step in that process, as is widening the scope of our relationship with our first Caffè Nero store within a John Lewis store. There is still so much scope for our partnership to continue to grow.”
The Nero Group and Waitrose initially joined forces in 2021 when the Nero Roasting Company became the coffee supplier for Waitrose’s complimentary hot beverage program, available to the nine million members of the myWaitrose loyalty scheme.
Coffee has played a central role in Waitrose’s strategy to increase customer footfall since 2013, when it introduced free coffee for loyalty members—a decision characterised by then-Managing Director Mark Price as 'disruptive' for prioritizing customer engagement over immediate profit.
The initiative, considered a loss leader, was credited with increasing Waitrose’s loyalty membership from 1.8 million in 2012 to four million within just a year. It remains a core benefit, available through the supermarket’s 320 self-serve machines and 130 in-store cafés.
The premium supermarket chain enhanced its coffee offering further in June 2024 with the opening of a 280 sq. ft. Gail’s takeaway café at its Canary Wharf location.
