In pictures: Waitrose opens first ‘home for food lovers’ concept store

The 27,000 sq ft store is focused on providing customers with “outstanding quality, expert service and ethically sourced product”, according to the retailer.

The store is also powered by new technology, which Waitrose has invested around £50m in across its estate. Some of the technology, including electronic shelf labels and handheld scanning devices to check stock levels and answer customer queries, is being rolled out across all of its stores.

The new store is also being used as a test site for other new tech features, such as shelf-edge cameras that staff can use to spot gaps faster. Staff will also be trialling an app created by Waitrose, which gives them up-to-date product availability information.

The Newbury shop has a five metre “cheese island”, modernised counters and a “meal maker” service with an expanded in-store bakery, and fruit and vegetable department.

It also has 10 new brand partnerships, a “food lovers hub”, a deli counter, a rare and fine wine selection, and a new Waite & Rose café.

The store is a “key milestone” in the retailer’s £1bn store investment programme. If the ideas being tested are successful with customers, they will be rolled out to other stores in the estate and become a blueprint for new Waitrose stores.

Waitrose interim managing director Tina Mitchell said: “Today is a significant move forward in our strategy to be the undisputed home of food lovers.

“We’re deliberately investing in the joy of food – in expert cheesemongers, butchers and fishmongers, as well as our cafés and bakeries – a strategic choice that champions the in-store experience for our customers.

“This vision is backed by our largest-ever tech investment, using AI and new systems to ensure a seamless customer experience, one that has our partners and their passion for food right at its heart.”