British supermarket chain Waitrose has opened a convenience store in Hampton Hill, southwest London - its first new shop in six years.  

The move is part of a broader strategy to expand its presence in the convenience market by enhancing partnerships with Welcome Break and Shell.  

The company aims to open additional franchise locations, including stores on the A14 in Spaldwick, Cambridgeshire, and on the M1 in Rotherham, South Yorkshire. 

Since 2009, Waitrose has maintained a partnership with Welcome Break, operating Little Waitrose stores across 27 motorway service areas.  

The upcoming stores will be the first new openings with Welcome Break since 2013.

Welcome Break customers will have access to hundreds of Waitrose items, including the updated premium range Waitrose No 1 and Essential Waitrose. 

Waitrose has exceeded 100 Shell forecourt shops across the UK and is planning further expansions by 2025. 

The Hampton Hill store is part of Waitrose's strategy to focus on smaller convenience formats around 3,000ft², while also exploring opportunities for larger outlets.  

The new shop will be the 47th operated by Waitrose. It introduces a delivery hatch for collections by riders from Deliveroo, Uber Eats and Just Eat — a feature being trialled to streamline on-demand grocery services. 

Waitrose executive director James Bailey said: “The long-associated stereotypes of food at forecourts and service stations are becoming a thing of the past. Expectation has moved on and customers are rightfully demanding more. They want great-tasting, quality food no matter where they are.  

“Through new store openings and strategic partnerships, we will continue to evolve our shops to get better and better, whilst reaching new locations that help bring Waitrose great quality, service and value closer to more customers.” 

In October 2024, Waitrose formed a multi-year partnership with Just Eat, the UK’s largest delivery network, to enhance its reach in the on-demand grocery and convenience sectors.