Waitrose has announced it is further expanding into the convenience market with an extension of its partnerships with Welcome Break and Shell.

The move comes as the grocery retailer also opens its first store in six years at Hampton Hill, London. The new location is the 47th Waitrose-operated convenience shop.

The supermarket said it plans to open new stores on the A14 in Spaldwick, Cambridgeshire this month and on the M1 in Rotherham, South Yorkshire, as part of brand-new Welcome Break motorway services in January.

A third location will open in 2025, with more planned if successful.

Waitrose has been in partnership with Welcome Break since 2009, trading as Little Waitrose from 27 of its motorway service areas.

The new stores mark the first time the retailer has opened a store with Welcome Break in 11 years.

Waitrose has also now reached over 100 Shell forecourt shops throughout the UK, with plans to add to further new locations in 2025.

Waitrose said that while its initial focus will be on opening smaller, more typical convenience stores of 3,000 sq ft, like Hampton Hill, it is also looking at opportunities for larger convenience stores around double that size.

“The long-associated stereotypes of food at forecourts and service stations are becoming a thing of the past - expectation has moved on and customers are rightfully demanding more,” said James Bailey, executive director, Waitrose. “They want great tasting, quality food no matter where they are.

"Through new store openings and strategic partnerships we will continue to evolve our shops to get better and better, whilst reaching new locations that help bring Waitrose great quality, service and value closer to more customers.”

---