Waitrose & Partners has opened its first new store in seven years, marking a major step in the supermarket’s strategy to modernise and expand its retail footprint. This development is part of a broader £1 billion investment aimed at revamping its existing estate and introducing a new wave of convenience outlets across the UK.
The newly launched Little Waitrose in Hampton Hill, southwest London, is the company’s first convenience store opening in six years. The compact site includes a collection hatch for delivery riders from platforms such as Deliveroo, Uber Eats, and Just Eat. Demand for on-demand groceries has surged, with Waitrose reporting a 115 percent increase in orders compared to the previous year.
Waitrose is also expanding its presence along major travel routes, with new convenience units at Welcome Break motorway services in Spaldwick on the A14 and Rotherham on the M1. These are the first new additions to the chain’s service station portfolio in over a decade.
In August 2024, Waitrose announced plans to open up to 100 new convenience stores within the next five years. This includes investments not only in new openings but also in upgrading more than 150 existing stores. One of the early examples of this reinvestment is the fully revamped Finchley Road branch in north London, featuring new counters, premium offerings, fresh cuisine options, and upgraded delivery facilities.
Waitrose currently operates around 329 stores, including approximately 50 Little Waitrose locations. The retailer has returned to profitability, with growth driven largely by its food business and a sharpened focus on quality and convenience. The move into smaller-format stores comes amid increasing demand for flexible, local shopping options.
Industry analysts view the renewed focus on convenience retail as a calculated and timely strategy. While the market remains competitive, Waitrose appears to be prioritising quality over rapid expansion, targeting urban neighbourhoods and commuter corridors where demand for premium quick-shop formats is on the rise.
Further openings are expected in towns such as Southwick in West Sussex and St Andrews in Bristol later this year. The shift reflects Waitrose’s wider ambition to meet changing consumer habits, blending high-end in-store experiences with digital convenience and delivery integration.
Waitrose may have waited seven years to launch a new store, but it is doing so with deliberate intent and a clear understanding of where the market is heading. The return to growth through carefully planned expansion confirms Waitrose as one of the wisest movers in the UK retail sector.