Waitrose is considering creating a new fascia for its convenience stores as it gears up for expansion.

Waitrose retail director Tony Solomons told in-house magazine The Chronicle that the grocer intends “to create a sub-brand for our convenience estate”.

He said Waitrose is monitoring how customers shop at the convenience stores and is seeking their feedback to help create “a name that captures the essence of the experience and fits well with our brand”.

All Waitrose’s convenience shops are under the generic fascia, while competitors Tesco and Sainsbury’s have created dedicated convenience sub-brands under the Express and Local tags respectively.

Waitrose chiefs are understood to believe that establishing a sub-brand could create an identity for the convenience stores, giving customers a realistic view of the in-store offer before they enter. Waitrose already operates a Food&Home fascia for its larger shops.

Waitrose aims to build a 300-strong convenience store estate over the next five years after opening its first such shop last year. At present it has seven. There are two formats - one of about 3,000 sq ft and one of between 5,000 sq ft and 7,000 sq ft, of which there will be four and 10 respectively by the end of this year.