Waitrose to open first convenience store

The John Lewis Partnership-owned grocer will open a 5,815 sq ft store in Nottingham's Trinity Square, opposite the city’s existing John Lewis department store.

The shop will be the first of a trial, and three more convenience stores will open by spring next year.

The locations of the next three are yet to be decided, and will range in sales areas between 5,000 sq ft and 7,000 sq ft.

The Waitrose convenience format will include a strong focus on specialist service counters and fresh produce. This includes specialist cheeses, fresh meat, fish counter and freshly baked bread.

There will also be a self service food bar where customers can choose from breakfast foods including smoothies, granola and yoghurts in the morning, and freshly made baguettes, sandwiches at lunch and meals in the evening.

“The new format further reinforces the strengths of our brand and the values that run throughout our business. We believe you shouldn’t have to compromise on the standard of your shopping experience just because a store is smaller and designed for convenience,” said Mark Price, Waitrose managing director.

“We want to revive that old fashioned personalised service in convenience shops, which consumers value, but within a fresh and contemporary setting.

“We have always taken pride in the quality and freshness of our offer and this new format will be no exception. There will be a range of service counters and fresh foods currently unparalleled in the convenience sector.”

The grocer is also currently also trialling a market town format designed for shops between 10,000sq ft and 15,000 sq ft.