Waitrose to pilot new convenience store formats on petrol forecourts
Waitrose is to pilot its new convenience store formats in Shell Petrol forecourts as the retailer looks to extend it customer reach.
The Little Waitrose 1,600 sq ft stores, due to open later this month, will initially be trialled at two forecourts in Watford and London. If successful, they will be rolled out to other Shell forecourts around the UK.
Although Shell will continue to own the sites, Waitrose will take over the operation of each, acting as Shell’s agents for the sale of fuels. This will be the first 24/7 operated and managed operation for Waitrose with around 30 employees working at each location.
The new format stores will offer the existing range of Shell fuels and lubricants and other forecourt services as well 2,500 Waitrose food lines as well as traditional forecourt and impulse lines. There will also be self-serve hot coffee and hot food offer.
John Bullock, executive vice president Shell Global Retail Business said: “We are excited about entering into this alliance with Waitrose. We see this as the beginning of a strong relationship between two established brands in the UK market, exploring opportunities to bring both brands together for the benefit of Shell and Waitrose customers.”
Mark Price, managing director of Waitrose, said: “Bringing Waitrose to more people in more places is a big priority for us and so I’m very pleased to be embarking on this new pilot with Shell. I think the combination of their offer and Little Waitrose will hold a lot of appeal for customers.”
Waitrose currently has 23 convenience branches. The Little Waitrose name was first used in January 2011 with the opening of a convenience branch on the Old Brompton Road – the name is now used for all new convenience branches.
