Waitrose has created a new ‘Home of Food Lovers’ concept store to test new ideas and trial technology.
The upmarket retailer has developed the concept at its refurbished 27,000 sq ft store in Newbury, as part of a wider £1bn investment programme to upgrade its 317-store estate and open new sites.
Waitrose said the new ideas featured at Newbury would be rolled out more widely if they proved successful and become “part of the blueprint for new shops”.
It added that the new development was aimed at “reinforcing its mission to be the first choice for food lovers”.
Key new features include a five-metre cheese island stocking a curated selection of nearly 100 speciality cheeses, along with expert advice from partners. There are also expanded and modernised counters featuring a new ‘Meal Maker’ service, where fishmongers and butchers prepare cuts with free rubs and marinades. The area also includes a new dry-aged beef counter.
Waitrose has also partnered with Ole & Steen to develop an expanded in-store bakery concept. There are already plans to roll this out to 35 stores.
Its upgraded fruit and vegetable department will “champion sustainability, with its strongest-ever focus on organic, Fairtrade, and regeneratively-farmed produce”.
The retailer has also looked to boost the service offered by partners. It has invested in more training, with staff completing additional qualifications from organisations such as the Wine & Spirit Education Trust, Guild of Fine Food and specialist suppliers including Dovecote Park and Pilgrims.
There are 10 new brand partnerships with producers such as Tap Social, Agua De Madre, and The Good Crisp Company. A new ‘Food Lovers Hub’ will look to inspire shoppers around seasonality, with ingredients and wine pairings grouped together. The deli counter offers a personalised grazing box service, while its new wine area features a blast chiller enabling customers to chill their chosen bottle within a few minutes. Waitrose has also included a new Waite & Rose Café.
The ‘Home of Food Lovers’ concept has been backed by a significant investment in technology, Waitrose said. This includes electronic shelf labels as well as new handheld devices to check stock and answer customer queries. These are being rolled out to all shops. Most shops will also have cash automation technology.
Newbury features a test of shelf-edge cameras to monitor gaps and improve availability, which are also being trialled in six other stores. Staff at Newbury will also be using a new AI app created by Waitrose to give them up-to-date product information. Responding to either text or voice requests, the app will give answers on product availability and location, nutrition and sustainability as well as cooking and recipe recommendations.
Waitrose said it was investing £50m in new technology across its store estate.
“Today is a significant move forward in our strategy to be the undisputed Home of Food Lovers,” said Waitrose interim MD Tina Mitchell.
“We’re deliberately investing in the joy of food – in expert cheesemongers, butchers, and fishmongers, as well as our cafés and bakeries – a strategic choice that champions the in-store experience for our customers. This vision is backed by our largest-ever tech investment, using AI and new systems to ensure a seamless customer experience, one that has our Partners and their passion for food right at its heart.”
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