England UK: Waitrose To Trial C-store on Fuel Service Stations

Waitrose is to trial its convenience stores format in fuel service stations run by Shell in a bid to broaden its customer reach.

The initial trial will be at just two fuel service stations in Watford and Bayswater in London but if they prove a success Waitrose plans to roll out “Little Waitroses” into 100 Shell branded locations. Mark Price, Waitrose’s managing director, said the trial is part of a plan to get Waitrose products in front of many more people. “Our research suggests there are six to seven million people who would like to shop at Waitrose but live too far away from our shops,” he said.

Under the agreement, Shell will continue to own the sites but Waitrose will take over their operation and act as Shell’s agent for the sale of fuel. Each store will employ about 30 staff and sell roughly 2,500 lines, including some bakery products, such as baguettes, made on site.

Shell and Waitrose recently launched a joint marketing promotion on fuel and said the service station ageement is another move to strengthen the relationship going forward.

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