Quality British supermarket, Waitrose, has a rich heritage in food retail. There was an opportunity to bring quality and freshness more conveniently into the lives of customers by developing a new time and food occasion focused format that would be located closer to customers.
Convenience for customers on the move
Nearly 70% feel that the pressures of modern life have increased over the past five years. (Waitrose, 2018)
Our approach looked in depth at cafés, restaurants and coffee shops to develop a foodie focused strategy that embraces a ‘love of food’, to change the customer mindset from ‘supermarket routine’ to ‘meal anticipation’.
Our design includes a new logo, format personality, retail communications, customer experience journey and store design. We positioned a self-serve coffee stop in the entrance to introduce the journey as being about food ready for now. This invites customers to buy their coffee (and other goods) here rather than from the cafe next door.
Food ready for now
We placed menu options as key communications across the store so that the whole shop is now considered a fresh food hub, rather than a series of departments and aisles. Mouth-watering offers and visible food invitations from outside work to show the Little Waitrose food experience has plenty more on its plate than just groceries.