Waitrose to ramp up convenience bakery offering

30 September, 2009

An increasing number of Waitrose bakery products look set to hit the market as the supermarket announces plans to increase its presence in the UK convenience market.

Through a development of new formats and channels, Waitrose aims to make its stores “accessible to more customers”.

It plans to ramp up its convenience store openings, and has announced plans to trial smaller 2-4k sq ft convenience shops, with the potential for 300 outlets in total. So far it has opened two 5-7k sq ft branches, in Trinity Square, Nottingham and Clifton, Bristol, with two more planned to open this year.

It also plans to open a further nine motorway service station sites as part of its franchise partnership with Welcome Break, following the successful trial of two outlets on the M40 at Oxford and the A1-M25 at South Mimms.

Its convenience stores currently offer a range of bakery products and a patisserie counter which sells freshly made sandwiches and baguettes, for example. Its service station outlets do not have counter facilities but offer a range of sandwiches, said a spokesperson for the supermarket.

Managing director Mark Price added that the supermarket has already broadened the appeal of its brand with innovations such as Essential Waitrose, the ‘Seriously’ range of indulgent cakes and desserts and Duchy Originals from Waitrose.


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