Waitrose has launched its first convenience store in six years, marking a strategic expansion in London.
- The new store in Hampton Hill is the 47th Waitrose-operated convenience site, reflecting its growth ambitions.
- Waitrose is enhancing partnerships with Welcome Break and Shell to broaden its reach across the UK.
- The new convenience outlets will offer both smaller and potential larger site options, catering to diverse customer needs.
- Innovative features, like delivery hatches, aim to improve service and convenience for customers.
Waitrose has opened its first new convenience store in six years, a move that highlights the brand’s strategic shift towards expanding its presence in London and beyond. Located in Hampton Hill, this store is the 47th instalment operated by Waitrose, reflecting its commitment to growing its convenience offering.
In addition to the new opening, Waitrose is strengthening its partnerships with Welcome Break and Shell, expanding its footprint through these collaborations. These partnerships have been described as highly successful, with plans for additional locations in Spaldwick, Cambridgeshire this month and Rotherham, South Yorkshire in January. A further store is slated for 2025, with promising potential for more if these prove successful.
The expansion strategy includes a focus on smaller convenience stores, around 3,000 square feet, while also exploring opportunities for larger sites of up to 6,000 square feet. This dual approach aims to meet varying customer demands, providing flexibility in how Waitrose reaches its clientele.
A notable feature of the Hampton Hill store is the inclusion of a hatch designed specifically for delivery riders, aimed at easing the process of collections. This highlights the ongoing role of partnerships with delivery services like Deliveroo, Uber Eats, and Just Eat, which continue to be integral to Waitrose’s service offerings.
James Bailey, Waitrose’s executive director, remarked on the evolution of customer expectations beyond traditional forecourt and service station food offerings, emphasising the importance of quality and variety. He stated, “They want great tasting, quality food no matter where they are.” This sentiment is echoed by Adrian Grimes, Welcome Break’s commercial director, who praised the partnership’s prosperity and the quality selection of Waitrose products available to consumers.
Waitrose’s latest store opening signifies a forward-looking approach to expanding convenience retail across diverse UK locations.
