In a strategic move, Waitrose has expanded its partnership with Caffè Nero by launching coffee shops within select stores across the UK.
This development marks a new phase in the collaboration between Waitrose, owned by the John Lewis Partnership, and Caffè Nero, which began in 2021. Originally, the partnership offered My Waitrose loyalty cardholders complimentary hot drinks, an initiative that has since resulted in nearly 25 million hot drinks being served.
Last week, five Waitrose stores opened Caffè Nero outlets, integrating the coffee brand’s offerings with Waitrose’s upmarket food menu. The selected locations include Billericay, Godalming, Keynsham, Locks Heath, and Stroud. Additionally, a Caffè Nero outlet was launched within the John Lewis store situated in White City, West London.
Charlotte Di Cello, Waitrose’s commercial director, commented to The Times on the initiative, stating, “Our stores are hubs for local communities across the country, and we know our customers love to have the option of enjoying a coffee, snack or meal after their shop.” This statement emphasises the community-focused strategy that Waitrose is adopting.
Distinguishing itself from the self-service coffee machines available in many of the partnership’s stores, these new cafés offer barista-served coffee. This initiative is part of a broader trend towards enhancing the in-store experience for customers, making the shopping trip more enjoyable and engaging.
Moreover, the introduction of these coffee shops coincides with the opening of Waitrose’s first new convenience shop in six years, located in Hampton Hill, southwest London. This brings the total number of Waitrose-operated convenience shops to 47.
This expansion represents a significant step in enhancing the customer experience within Waitrose stores, aligning with broader retail trends towards offering a more comprehensive in-store experience.
