Upmarket UK retailer Waitrose today (26 March) signalled that it is planning to expand into the convenience sector with the opening of its first smaller format outlet this summer.
“We are assessing all ways to drive growth by becoming more accessible to more consumers,” a spokesperson for the food retailer told just-food. “Our expansion in convenience is an integral part of this.”
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The company said that it will open the first of its smaller stores, which will range in size from 2,000 to 4,000 square feet, will open in Cambridge.
It will be the first of four initial trials of the format planned for this year. The company declined to comment on how quickly the format would be rolled out if the initial test phase proves successful.
The company has already opened five convenience stores with selling space of 5-7,000 sqft.
“This move will enable us to be more flexible in reaching new locations across the UK with an offer that whilst smaller, will maintain the highest standards of Waitrose quality, service and shopping experience,” Anthony Wysome, head of convenience at Waitrose, said.
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By GlobalDataWaitrose said the new smaller shops will focus on three areas: food to eat now, food to take home and eat later and everyday items.
