Waitrose launches deli and wine trial

17 April, 2014

Waitrose is trialling a deli and wine offer to encourage shoppers to spend longer in its new-look BWS areas and explore the range.

Customers browsing the wine fixture at two new stores in Hove, East Sussex, and Keynsham, Somerset, can sit at long bench-tables, known as the “tasting area”, and order a deli board of cheese, meats and breads for £5.95 – or £7.50 with a glass of wine.

Shoppers can also buy a glass of wine from a selection changed every few weeks, with prices starting at £3.25.

Alternatively, Waitrose is offering bottles from the range to drink in-store with a £7.50 corkage charge.

A spokeswoman said the changes were part of the retailer’s broader strategy to increase the number of areas instore where customers could try the products and enhance the shopper experience.

She said: “We’ve been trialling wine tasting areas in our Kingston, Cambridge and Keynsham branches and the latter recently opened with a food platter offer from the deli counter and also in Hove.

“We’ve been developing our hospitality offer for a number of years.

“For example, we’ve now got cafés in more than 100 Waitrose branches, which is double what we had five years ago.”

However, the retailer is unsure how many stores would have the upgraded zones.

She added: “As part of this strategy, we will continue to open cafes, but we’re also exploring the idea of having separate grazing areas.

“Because we’re in the trial phase we can’t currently say whether, where or when the new concepts will roll out.”

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