Waitrose has opened its first food shop in a convenience format in Trinity Square, Nottingham, which will stock freshly made baguettes, sandwiches and salads as well as freshly made bread.

The 5,815 sq ft outlet is the first of a four branch trial of the new format. The second shop is due to open in Bristol in spring 2009.

The outlets have been designed to offer something new within the convenience store sector, with an emphasis on fresh quality products. There will a specialist counters for bread, as well as cheese, meat and fish.

“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,” commented Waitrose managing director, 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.”