Waitrose has opened its first “home of food lovers” concept store in Newbury, as it seeks to reinforce its mission to be the first choice store for food lovers.

The 27,000 sq ft store focuses on “outstanding quality, expert service and ethically sourced product,” and is powered by new technology, according to the retailer.

It comes as Waitrose invests a record £50m in tech across its store estate.

The Newbury site features a five metre “cheese island,” expanded and modernised counters with a new “meal maker” service, an expanded in-store bakery, and a revitalised fruit and veg department.

Additionally, it features 10 new brand partnerships, a “food lovers hub,” a delicatessen counter, a fine and rare wine section, and a new Waite & Rose café.

Waitrose noted that electronic shelf labels and new hand held devices used to check stock and answer customer queries were being rolled out to all of its shops.

Shelf-edge cameras to help partners spot stock gaps faster are also being tested in Newbury and in six other stores.

Additionally, partners at the Newbury store will be the first to trial an AI app created by Waitrose, which gives them up-to-date product information.

Responding to either text or voice requests, the app will give partners answers on product availability and location, nutrition and sustainability, as well as cooking and recipe recommendations.

The Newbury store has been chosen by Waitrose as a testing ground for new concepts, and forms a “key milestone” in its £1bn investment programme, according to the supermarket.

Once tested with customers, new features will be introduced to other stores and become part of the blueprint for new Waitrose shops.

Waitrose interim managing director Tina Mitchell 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.”

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