Waitrose has unveiled its first new convenience store in six years, located in Hampton Hill, South West London. This marks the upmarket retailer’s 47th convenience store and is part of an ambitious plan to open 100 more over the next five years with a £1 billion investment programme.
The Hampton Hill store stands out with its dedicated sections for ‘dinner for tonight’ and selections of beer and wine, aligning with Waitrose’s strategy to tailor stores to local preferences. Waitrose executive director, James Bailey, previously commented on this approach, emphasising that new stores are designed with customer shopping habits in mind.
In addition to the usual grocery offerings, the store features a fresh bakery area complete with bread, cookies, and croissants. A hot drink station serves coffee varieties such as americanos, lattes, and cappuccinos provided by the Nero Roasting Company, alongside tea. Notably, the store integrates an on-demand hatch that facilitates easier collections for delivery riders, enhancing Waitrose’s partnerships with Deliveroo, Uber Eats, and Just Eat.
Waitrose’s focus on expansion is further highlighted by recent developments. Earlier this year, they reopened a refurbished store on Finchley Road, which was part of a broader expansion effort. The inclusion of self-service checkouts in the new Hampton Hill store follows a trend seen at Finchley Road, but with maintained commitment to staffed tills. “Manned tills are still really important to us,” stated retail director Tina Mitchell, underscoring the desire to offer diverse service options for customers.
The Hampton Hill launch is part of a broader strategy. Waitrose has also been enhancing its presence at motorway services, opening stores on the A14 in Cambridgeshire and on the M1 in South Yorkshire, with further locations under consideration. Their partnership with Shell has allowed them to supply over 100 forecourt shops in the UK, with plans for additional expansions in 2025.
The opening of the new Hampton Hill convenience store symbolises Waitrose’s commitment to expansion and adaptation to customer needs. As the retailer aims for significant growth in the coming years, their focus on localised service and partnerships indicates a strategic approach to capturing a wider audience.
