Newbury store aims to appeal to ‘food lovers’ and is powered by new technology
A revitalised fruit and veg department championing sustainability is among the innovations in Waitrose’s first-ever ‘Home of Food Lovers’ concept store, which has opened in Newbury.
The 27,000 sq ft store has been selected as a testing ground for new concepts, and is highlighted as a key milestone in the retailer’s ongoing £1bn investment programme to enhance its existing 317 shops and open new ones.
Once tested with customers, new concepts will be introduced to other shops and become part of the blueprint for new Waitrose stores.
The new-look Newbury store, which Waitrose says focuses on “outstanding quality, expert service and ethically sourced products”, is powered by new technology. It comes as Waitrose is investing some £50mn in tech across its store estate to enhance the customer journey and partner experience.
Fresh food is a focus area for the concept store. The fruit and veg department, which aims to champion sustainability, has what Waitrose is calling it’s strongest-ever focus on organic, Fairtrade and regeneratively farmed produce.
There will also be a five-metre cheese island, a new ‘Meal Maker’ service featuring fishmongers and butchers, a dry-aged beef counter, expanded bakery, and investment in training across numerous counters.
A new ‘Food Lovers Hub’ will offer seasonal recipe inspiration with all ingredients and wine pairings conveniently grouped together, while there will be a new Delicatessen counter offering a personalised grazing box service, a Fine & Rare wine section complete with a blast wine chiller, and a brand new Waite & Rose Café.
Tina Mitchell, interim managing director at Waitrose, said: “Today is a significant move forward in our strategy to be the undisputed Home of Food Lovers. We’re deliberately investing in the joy of food – in expert cheesemongers, butchers, and fishmongers, as well as our cafés and bakeries – a strategic choice that champions the in-store experience for our customers.
”This vision is backed by our largest-ever tech investment, using AI and new systems to ensure a seamless customer experience, one that has our partners and their passion for food right at its heart.”
Putting tech first
Among the technological innovations are electronic shelf labels that free up staff from having to insert printed labels, while new handheld devices used to check stock and answer customer queries are being rolled out to all shops. Most shops will also have cash automation technology.
Shelf-edge cameras that help staff spot stock gaps faster are being tested in Newbury and in six other shops, while staff at the Newbury store will be the first to trial an AI app created by Waitrose to give them up-to-date product information. The aim is to enable them to provide customers with outstanding service, and communicate their knowledge and passion for food.
Responding to either text or voice requests, the app will give staff answers on product availability and location, nutrition and sustainability, as well as cooking and recipe recommendations.
Nationwide shop investment
The Newbury development comes as Waitrose invests in every shop nationwide, from refurbishments to new openings, in what represents a £1bn, multi-year programme.
In the past month, Waitrose has opened two new Little Waitrose shops and promised a multitude of store transformations still to come.
The retailer also announced a new 360,000 sq ft distribution centre in Bristol, and in 2027, Waitrose’s first new full-line supermarket for seven years will open at Brabazon, a new town in Bristol.
