A ‘premium’ Waitrose store tailored for the needs of well-heeled shoppers has opened its doors.
The branch in London’s Marylebone was revamped following a two-year research project into customers’ buying habits.
It will provide a more ‘foodie’ experience for urban shoppers, a spokeswoman said.
New features include a ‘time of day’ counter serving smoothies, muesli and other take-away breakfast items.
Three course meals
This switches to sandwiches and salads at lunchtime followed by a selection of three-course meals in the evening.
The store’s opening follows the arrival of the upmarket US chain Whole Foods Market in London’s Kensington.
Waitrose MD Mark Price said: ‘The new look and feel Marylebone has been determined by real customers in London who told us what products and services they want.’
If successful, elements of the new store will be rolled out to other Waitrose branches.
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