Waitrose opened its first convenience store in Nottingham yesterday.

The 5,815 sq ft store is the first of four c-stores to be trialled by the upmarket supermarket chain.

Waitrose said that unlike other c-stores, the store had a strong focus on specialist service counters and fresh produce including cheese, fresh meat and fish counters.

The store also has a self-service food bar selling smoothies, granola and yoghurts in the morning, baguettes, sandwiches and salads at lunch and meals for the evening.

“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 MD Mark Price.

“We want to revive that traditional sense of service typical of convenience shops, which customers value, but within a fresh and contemporary setting,” he added.

A second store is set to open in Bristol in the spring.

The opening follows data released by TNS Worldpanel this week which found Waitrose was losing shoppers to its cheaper rivals, with year-on-year growth of -0.7% for the 12 weeks to 30 November.