Waitrose is trialling a new fascia for its convenience stores, Little Waitrose.

The experiment is being carried out on a new 3,000 sq ft store which opened on London’s Old Brompton Road yesterday.

It is designed to assess whether a dedicated sub-brand would help customers differentiate between Waitrose’s new convenience format and the main chain. The success of the trial will be assessed before the new name is rolled out to any other stores.

In every other respect the store format is the same as Waitrose’s first two convenience stores in Cambridge and Manchester. The John Lewis Partnership-owned supermarket plans to aggressively develop its convenience portfolio, with managing director Mark Price saying last year that he wanted to open 30 convenience stores a year.