Waitrose trials 'market town' format
Updated on 02 May 2008
Supermarket chain Waitrose has announced plans for a new smaller "market town" format as it seeks to expand the chain.
The group said it was trialling its first outlet under the new design in St Neots in Cambridgeshire on May 16 with plans to further extend the format to new and existing stores if successful.
Waitrose declined to confirm potential numbers, but the group is reportedly looking at around 100 market town stores.
The grocer said the format would focus on offering local produce, with locally produced food and drink lines to increase by 200%, while half the shop will be dedicated to fresh products.
The market town store design will apply to stores of around 10,000sq ft to 15,000sq ft located in smaller towns, as opposed to the average Waitrose shop size of 20,000sq ft to 25,000sq ft.
But Waitrose said it was not aiming to compete in the convenience store market or go head-to-head with rivals such as Tesco Express and Sainsbury's Local.
Waitrose managing director Mark Price said: "Our brand has traditionally operated most successfully at around 20,000 sq ft, but in an increasingly competitive market place the challenge was to develop the potential of smaller shops in our estate. The market town format will allow us to achieve that as well as offering new opportunities to grow the business."
He added: "What we've aimed to do is reflect the ambience of a traditional grocery shop by focusing on the sense of community and service associated with our brand.
"In addition to providing local information and more local produce, we engaged the community in our preparatory research to ensure customers feel this is their neighbourhood shop."
The trial comes as Waitrose prepares to launch five new stores under a new store design that has already proven successful.
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