The 3,000 square foot convenience shop in Hampton Hill, south west London, is the first Waitrose location to open in six years and adds to its estate of nearly 50 smaller format stores.
The Hampton Hill site is also the first Little Waitrose to feature a hatch to allow delivery riders from partner firms Deliveroo, Uber Eats and Just Eat to complete collections.
The hatches are currently being trialled with a view to them becoming a permanent feature of Waitrose shops.
And the early results are positive, with average weekly on-demand grocery sales currently up 115% compared to last year.
Welcome Break expansion
Alongside the opening of the Hampton Hill store, Waitrose has also announced that it is expanding its partnership with motorway services operator Welcome Break.
Little Waitrose stores will open within the next few months at brand new Welcome Break motorway services on the A14 in Spaldwick, Cambridgeshire, and on the M1 in Rotherham, South Yorkshire.
A third location is set to open in 2025 with more stores planned if the openings prove successful.
Waitrose partnered with Welcome Break since 2009 and operates Little Waitrose stores from 27 of its motorway service areas.
However, the new stores will be the first the retailer has opened with Welcome Break in more than 10 years.
Waitrose comments
Commenting on the expansion into the convenience market, Waitrose executive director James Bailey 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 that he was delighted to expand the link up with Waitrose.
“[Spaldwick} will be our first Little Waitrose in a forecourt environment and a fantastic addition to the local area,” added Grimes.
“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.”
