Waitrose today opened its first store in six years in Hampton Hill, London, and announced a further push into the convenience market by building on partnerships with Welcome Break and Shell.
Welcome Break
The supermarket is to target more new locations under its franchise with the operator with stores opening on the A14 in Spaldwick, Cambridgeshire, this month and on the M1 in Rotherham, South Yorkshire, as part of a brand new Welcome Break motorway services in January. A third location will open in 2025 with more planned if successful.
Waitrose has been in partnership with Welcome Break since 2009 and at present trades Little Waitrose from 27 of its motorway service areas. The new stores will be the first the retailer has opened with Welcome Break in eleven years.
Shell
Additionally, Waitrose has now reached more than 100 Shell forecourt shops it supplies throughout the UK, with plans to add to further new locations in 2025.
Waitrose Hampton Hill
The two extended partnerships come as Waitrose opens its first new shop in six years with a new convenience shop in Hampton Hill in south west London. It will become the 47th Waitrose-operated convenience shop.
Whilst focus will initially be on opening smaller, more typical convenience stores of 3,000 sq ft, like Hampton Hill, Waitrose has now confirmed it is looking at opportunities for larger convenience stores around double that size too.
The Hampton Hill store also signals the role its partnerships with Deliveroo, Uber Eats and Just Eat will continue to play in reaching a wider audience as it becomes the first Waitrose convenience shop to feature a hatch to allow delivery riders to make collections more easily. The hatches are being trialled with a view to them becoming a key feature of Waitrose shops with average weekly on-demand grocery sales currently up by 115% compared to this time last year.
James Bailey, executive director for Waitrose, said: “The long associated stereotypes of food at forecourts and service stations are becoming a thing of the past – expectation has moved on and customers are rightfully demanding more. They want great tasting, quality food no matter where they are. Through new store openings and strategic partnerships we will continue to evolve our shops to get better and better, whilst reaching new locations that help bring Waitrose great quality, service and value closer to more customers.”
Adrian Grimes, commercial director for Welcome Break, said: “We’re delighted to be opening Little Waitrose at our Spaldwick services on the A14. This will be our first Little Waitrose in a forecourt environment and a fantastic addition to the local area. Customers will now be able to stop off on their journey and select from a great range of quality Waitrose products. Our partnership with Waitrose has been incredibly prosperous and we look forward to opening more Little Waitrose stores in the coming years across the Welcome Break network.”
Welcome Break customers will be able to choose from hundreds of Waitrose items, including the recently revamped premium range Waitrose No. 1 and Essential Waitrose – the biggest value tier of any supermarket – which doesn’t compromise on quality, taste and animal welfare. In addition, Waitrose Duchy Organic, fresh ready meals, free-from and vegan ranges, its lunchtime meal deal and award-winning wines as well as a selection of its always highly anticipated Christmas food range and John Lewis gifts will be available.
