08 May 2008, 12:48 PM
  • The upmarket chain, Waitrose, has decided to reach out for millions more shoppers and go head-to-head with its competitors' convenience outlets, Tesco Express and Sainsbury's Local.

With this new development, Waitrose will target market towns primarily and the first store will open in St Neots. The chain hopes to capitalise on the growing popularity of local food.

Mark Price, the brand’s managing director, told the Daily Telegraph, “We want at least half the space dedicated to fresh food, and much of that will be local food from nearby farms.

“What we’re aiming to do is reflect the ambience of a traditional grocery shop by focussing on the sense of community and service associated with our brand. In addition to providing information and more local produce, we engaged the community in our preparatory research to ensure customers will feel this is their neighbourhood shop.”

If successful, Waitrose will be bringing even more competition to an already tough grocery sector.