UK | Marking the latest milestone in the retailer’s GBP one billion, multi-year investment programme, Waitrose announced plans to launch a brand new Little Waitrose convenience shop in Ascot, as well as a four-store expansion of its partnership with Welcome Break.
Scheduled to open in autumn 2026, the 3,000 sq ft Ascot High Street shop is well positioned on the main thoroughfare on the site of a former bank. The opening of the Ascot branch will create 20 new local jobs and bring Waitrose’s high-quality products and award-winning customer service to local residents as well as racegoers.
Plus, with dedicated on-site parking, the shop provides a convenient stop for shoppers.
"Securing a presence on Ascot High Street is a significant move in our convenience shop strategy," said Krys Jantzen, Waitrose Regional Manager.
"This location puts Waitrose right at the heart of a thriving community, with the branch designed to be a destination for local shoppers and a frontrunner in quality and service.”
Welcome Break
Two new Waitrose shops have opened at Welcome Break’s motorway service areas, Kate’s Cabin (on the A1, near Peterborough) and Cornwall Services (on the A30, near Bodmin). Waitrose has been in partnership with Welcome Break since 2009, bringing the retailer’s presence to 33 Welcome Break sites.
Further openings are scheduled at the Spalding service area, Barrier Bank, Whitely, and Warrington Crossroads in the coming months. The new locations provide thousands more customers with easy access to high-quality products, including Waitrose No. 1, as they journey across the country.
Estate Investment
The past month has seen Waitrose invest millions in the refurbishment of five supermarkets in Haslemere, Barnet, Chiswick, Ruislip and Menai Bridge and two convenience stores in Knutsford and Muswell Hill, with customers benefitting from a host of upgrades, including modernised meat and fish counters and redesigned bakeries.
In total, 30 Waitrose stores across the country will be refurbished this year as part of a £1 billion, multi-year investment programme, as the retailer commits to providing the very best products, service and shops for customers nationwide.
"Our new Ascot store and expanded partnership with Welcome Break strengthen our physical retail presence alongside the acceleration of our store refurbishment programme," said Alun Jones, Head of Waitrose Physical Estate.
"Whether it’s a restaurant-quality dinner for two, a picnic at the races or a top-up shop, we’re investing to make it even easier for food lovers to discover the best quality products and experience our renowned customer service.”
Waitrose has also exchanged on a new 7,000 sq ft site at Chelmer Village Retail Park in Chelmsford, with the store due to open this year. Plus, a new full-line Waitrose supermarket at Brabazon in Bristol is planned for 2028, with the 30,000 sq ft store creating around 150 new jobs.
