Waitrose has opened a new 3,000 square foot convenience shop in Hampton Hill, located in south west London. This marks the retailer’s first new location in six years and enhances its portfolio of nearly 50 smaller format stores.
Notably, the Hampton Hill site is the first Little Waitrose to incorporate a designated hatch for delivery riders from partner companies such as Deliveroo, Uber Eats, and Just Eat. This innovative feature aims to streamline operations further.
Currently, the hatches are undergoing a trial phase, with plans for them to become a permanent element in Waitrose stores, depending on the outcome of these trials.
Early results from the initiative look promising, as average weekly on-demand grocery sales have surged by 115% compared to the previous year.
Welcome Break Expansion
In conjunction with the opening of the Hampton Hill store, Waitrose is also expanding its partnership with motorway services operator Welcome Break. This collaboration will see new Little Waitrose stores open in the coming months at two locations: a brand-new Welcome Break service area on the A14 in Spaldwick, Cambridgeshire, and another on the M1 in Rotherham, South Yorkshire.
A third location is anticipated to launch in 2025, with additional stores planned depending on the success of these openings.
Since 2009, Waitrose has partnered with Welcome Break, operating Little Waitrose stores in 27 of its motorway service areas. Importantly, the new sites will be the first added in over a decade.
Waitrose Comments
James Bailey, Waitrose’s executive director, shared insights about the company’s expansion into the convenience market: “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, expressed enthusiasm regarding the expanded partnership with Waitrose. “Spaldwick will be our first Little Waitrose in a forecourt environment and a fantastic addition to the local area,” he noted.
“Customers will 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.”
