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Waitrose to trial small format at Shell forecourts

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Little Waitrose, the convenience store format from the John Lewis Partnership, is set to be launched at petrol forecourts in the next month or so, it was revealed today.

A partnership between Waitrose and petrol company Shell will see a 1,600 sq ft shop open at a garage on the Dome roundabout in Watford by the end of the month and another at Shell’s forecourt in Bayswater shortly afterwards.

The grocer launched its first smaller format store in South Kensington, London at the beginning of this year and confirmed in June that 20 of these outlets would be rolled-out in the capital by the end of 2012.

Each forecourt store will offer around 2,500 product lines suited to convenience shopping, employ around 30 staff members and be the first ever Waitrose stores to be open everyday for 24 hours a day.

Marc Price, Managing Director of Waitrose, said: “Bringing Waitrose to more people in more places is a big priority for us and so I’m very pleased to be embarking on this new pilot with Shell. I think the combination of their offer and Little Waitrose will hold a lot of appeal for customers.”

Waitrose now has 23 convenience branches, a format of shopping proving increasingly popular with consumers, and now each new store of this size will have the branding of Little Waitrose.

Shell and Waitrose have also launched a joint marketing campaign which includes Waitrose shoppers receiving a coupon for Shell garages worth 5p per litre on 25 litres of fuel.

John Bullock, Executive Vice President of Shell Global Retail Business, commented: “We are excited about entering into this alliance with Waitrose.

“We see this as the beginning of a strong relationship between two established brands in the UK market, exploring opportunities to bring both brands together for the benefit of Shell and Waitrose customers.”

In comparison to its larger grocery rivals, such as Tesco and Asda, Waitrose has been posting impressive sales growth in the year-to-date.

Published on Monday 12 September by Editorial Assistant

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