Waitrose trials ‘personalised’ deli counters

Waitrose is testing new “personalised” services at its deli counters as it looks to invests in the customer proposition.

The upmarket supermarket has started selling hot pies and pasties at its stores in St Katherine’s Dock, London and Farnham, The Grocer reported.

It is also trialling a new food-to-order service where customers can request freshly prepared sandwiches at its London King’s Road and Andover branches.

Waitrose has leaned into its counter proposition as part its efforts to renew its store estate and entice customers.

The initiative, which is being overseen  by head of value-added food Rachel Dowsett, aims to provide more “personalised lunchtime missions” for shoppers.

Speaking to The Grocer, a Waitrose spokesperson said: “Our counters are well loved by customers, and we’re looking at ways we can evolve them to offer even greater choice, including more personalised options.

“We’re running some small trials initially on our deli counters in four shops to help shape our long-term thinking.”

The trials come as many of the grocers have pulled back on its counter propositions in recent months.

Morrisons became the latest retailer when it announced the closure of 35 meat and 35 fish counters as part of a wider operations optimisation programme.

It follows in the footsteps of Sainsbury’s, which revealed in January that its remaining hot food counters, patisserie, and pizza counters would close amid what CEO Simon Roberts described as “a particularly challenging cost environment”.

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