Waitrose has opened a coffee truck outside one of its stores in a trial run targeting customers on the go.
The coffee truck, nicknamed Rosie, is a converted 1973 Citroen purchased from a French farmer and restored over 16 weeks. Its first outing is at Waitrose’s Cheltenham branch, with the potential to move to other locations.
Waitrose said its hospitality sales were up 6.3% year on year, and the new service would increase the offer for on-the-go customers.
The truck offers a full range of hot drinks, including Waitrose No.1 coffee, as well as an assortment of own-label cakes and pastries and a selection of baguettes. Prices of products available will range from 60p to £4.50.
As part of the retailer’s commitment to make all own-brand packaging reusable, widely recyclable or home compostable by 2023, all coffee cups supplied by the truck are reusable and single-source recyclable.
All the cakes are served in recyclable paper bags and wooden stirrers are provided in place of plastic cutlery.
The coffee truck will initially be open from 8am until 2pm, and 10:30am to 2:30pm on Sundays.
“We are increasingly looking at how our retail space can be used strategically, and it struck us that our outdoor space is an untapped opportunity,” said Simon Burdess, Waitrose director of selling and service delivery.
“Our hospitality sales are up 6.3% year on year, so we know convenience is key for our customers. This trial will allow us to increase the options that we offer our customers when they are shopping with us, with the potential for the truck to also be trialled at other locations later this year.”