Upmarket UK grocer Waitrose said it will explore the idea of creating a new fascia for its convenience stores as it gears up for expansion.

Last month, the retailer said it was planning a sixfold increase in the number of stores that stock its food products and is aiming to nearly double the number of outlets it operates within five years.

The firm is planning to open about ten Waitrose supermarkets and 30 convenience outlets a year.

Currently, Waitrose’s convenience shops are under a generic fascia, while competitors Tesco and Sainsbury’s have convenience sub-brands under the Express and Local tags respectively.

James Armstrong, property and development communications manager for Waitrose told just-food that its primary focus is on expansion.

“At present we are focused on securing new sites to meet our ambitious long-term plans for Waitrose convenience stores. We only have a small number of these stores at this time and are keen to seek further feedback from our customers in a broader range of locations before changing the format’s name, however, this is something we anticipate exploring in the future,” Armstrong said.