John Lewis Partnership has teamed up with Caffè Nero to elevate the in-store experience.
- Five Waitrose locations now feature Caffè Nero cafés, enhancing customer relaxation options.
- The initiative is part of a broader recovery strategy following previous free coffee offerings.
- Charlotte Di Cello emphasises the importance of these stores as community hubs.
- The partnership aims to strengthen John Lewis’s market position and boost sales.
The John Lewis Partnership is extending its collaboration with Caffè Nero by integrating the coffee chain’s cafés into several of its department stores and supermarkets. This strategic initiative is designed to enhance the overall shopping experience, thereby attracting more customers and providing them with a relaxing environment to enjoy coffee and snacks.
The first five Caffè Nero cafés have been successfully introduced in Waitrose stores in Billericay, Godalming, Keynsham, Locks Heath, and Stroud, with an additional café opening at the John Lewis store in White City, West London. This marks a significant expansion from the initial partnership in 2021, which offered free hot drinks to My Waitrose loyalty card holders.
The original free coffee offer, which was ceased in 2018 due to operational reasons, was reinstated as a response to popular customer demand. Currently, free hot drink machines are operational in 320 Waitrose stores, and since the programme’s relaunch, nearly 25 million drinks have been served. Unlike these machines, baristas in the new cafés prepare coffee, offering a more personalised customer service.
Charlotte Di Cello, Waitrose’s commercial director, reaffirms the value these cafés bring by 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 reflects the company’s commitment to serving as community centres where shopping meets social interaction.
The collaboration is considered a ‘perfect pairing’ by Caffè Nero UK CEO Will Stratton-Morris, who sees considerable potential for future growth. The cafés not only complement John Lewis Partnership’s efforts to boost customer service but also play a crucial role in the company’s broader recovery strategy aimed at re-establishing its status as a leading retail brand. The company has reported a 2% increase in year-on-year sales to £5.9 billion for the first half of the year and is optimistic about exceeding last year’s profit of £42 million.
This strategic move by John Lewis Partnership aims to enhance customer experience and solidify its status in the retail sector.
