Supermarket Waitrose’s new Good to Go Range should prove to be successful because people trust in the company’s quality, according to retail analyst Jonathan Banks.
The launch of the new brand in its growing number of convenience stores across the UK will “easily gain consumer acceptance” because of the company’s well-established positive reputation, he told Retail Gazette.
Waitrose announced this week that its new range, which comprises 150 food products designed to be eaten on the move, will support the business’s plans to double its share of the c-store market over the next decade.
Sandwiches, smoothies and innovative bread-free products such as Romaine Lettuce ‘leaf boats’ will make up part of the Good to Go brand, which comes after the successful launch in 2009 of its Essentials products, designed to appeal to financially-squeezed customers.
Banks said: “Essentials didn’t have any trouble gaining acceptance and I don’t believe the new range will be any different.
“With Good to Go, Waitrose is pushing at an open door.”
Waitrose has plans to open 300 convenience stores by 2020, with 12 new smaller outlets having arrived on the retail landscape in the last 12 months alone.
Some 17 convenience branches are currently open for business in the UK, and London has been identified as a key location for expansion of this kind, with Hampton, Wimbledon and Holborn stores among the latest arrivals.
Commenting on the launch of Good to Go, Waitrose Managing Director Mark Price said: “This marks another exciting milestone for our business and demonstrates our ambition to grow our convenience business.
“Good To Go gives us a fantastic opportunity to help our customers eat quality, innovative food on the move at a great price and strengthens our convenience business.”