Fresh food and food to go topped the agenda for the team responsible for developing the store. And they have spent two years scouring the globe looking for ideas that would build on what Waitrose was already doing in this area to give it an edge over rival operators.
The new ideas start at the entrance to the 40,000 sq ft food department with a salad and juice bar. From there, shoppers are led through a fresh foods section that runs down an entire side of the store, ending in an area called Eat In, Eat Out where they can buy hot and cold foods and drinks which they can consume on the spot or take away.
On their way to this 80-seater eatery, shoppers will pass through an area that includes meat and fish counters, a bakery, deli and cheese counter - as well as a steak and oyster bar, and a kaiten sushi bar. On the other side of the store there's even a wine bar in a large drinks department that includes a walk-in cellar full of fine wines.
Clearly many of the new features are designed to appeal to Canary Wharf's consumer base of affluent City workers - and all the bars were packed on the store's opening day. However, Waitrose managing director Steven Esom says the new Food & Home is not seen as a concept store, insisting the features have been introduced with a view to adding them to other outlets.
Sitting above the food hall are two floors of 20,000 sq ft each containing an assortment from the department stores in the John Lewis Partnership. Non-food with a culinary theme is also included in the food hall.
The strong non-food offer, the focus on fresh foods and the fact there is a full supermarket assortment provide a compelling mix, according to Steven Esom. "This is one of the most exciting new shops in Europe," he says, "There's nothing like it."
He also believes it is in a perfect location. Canary Wharf currently houses 50,000 or so workers in its office complex and this will rise to 80,000 over the next few years. In addition,the area is becoming a destination shop for those living on this side of London and will benefit from strong weekend trade.
Esom is naturally coy about sales targets but says: "Clearly Canary Wharf has to take a fair amount of money. But if we match what we are already doing with our other Food & Homes we will be OK - although we obviously hope for more."
{{ANALYSIS }}
The new ideas start at the entrance to the 40,000 sq ft food department with a salad and juice bar. From there, shoppers are led through a fresh foods section that runs down an entire side of the store, ending in an area called Eat In, Eat Out where they can buy hot and cold foods and drinks which they can consume on the spot or take away.
On their way to this 80-seater eatery, shoppers will pass through an area that includes meat and fish counters, a bakery, deli and cheese counter - as well as a steak and oyster bar, and a kaiten sushi bar. On the other side of the store there's even a wine bar in a large drinks department that includes a walk-in cellar full of fine wines.
Clearly many of the new features are designed to appeal to Canary Wharf's consumer base of affluent City workers - and all the bars were packed on the store's opening day. However, Waitrose managing director Steven Esom says the new Food & Home is not seen as a concept store, insisting the features have been introduced with a view to adding them to other outlets.
Sitting above the food hall are two floors of 20,000 sq ft each containing an assortment from the department stores in the John Lewis Partnership. Non-food with a culinary theme is also included in the food hall.
The strong non-food offer, the focus on fresh foods and the fact there is a full supermarket assortment provide a compelling mix, according to Steven Esom. "This is one of the most exciting new shops in Europe," he says, "There's nothing like it."
He also believes it is in a perfect location. Canary Wharf currently houses 50,000 or so workers in its office complex and this will rise to 80,000 over the next few years. In addition,the area is becoming a destination shop for those living on this side of London and will benefit from strong weekend trade.
Esom is naturally coy about sales targets but says: "Clearly Canary Wharf has to take a fair amount of money. But if we match what we are already doing with our other Food & Homes we will be OK - although we obviously hope for more."
{{ANALYSIS }}
No comments yet