As part of Waitrose’s plans to open 14 new outlets in Britain during 2016, it will trial a new store format in Truro that will be equipped with a ‘grazing area’ intended to facilitate informal wining and dining, westernmorningnews.co.uk reports.
The refreshment zone will contain a juice bar, a wine bar, and a café, as well as offer product tastings. These amenities will all become available when the supermarket opens in summer 2016.
Waitrose’s director of development, Nigel Keen, said, "At a time when many retailers' estates are contracting, we are delighted to be opening new shops around the country and giving 1,500 people the opportunity to become partners in our business. Many of these new shops will go beyond the traditional supermarket, delivering exciting modern shopping experiences, which tap into the growing demand for grazing and casual dining."
If the so-called grazing area proves to be able to persuade more consumers to shop in Waitrose (and indeed spend more money when they shop), then a rollout of the format nationwide could be on the cards.
The retailer commented, "The supermarket aims to introduce more of its latest concepts into the new branches to deliver the modern Waitrose shopping experience. These include welcome desks, wine bars, juice bars, and areas for grazing and informal dining."
© 2015 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. To subscribe to ESM: The European Supermarket Magazine, click here.
