Waitrose makes deal with Welcome Break

Waitrose is to open its smallest ever store next month at Oxford M40 motorway services following its first franchise deal with national chain Welcome Break.

Waitrose is to open its “smallest ever store” next month at Oxford M40 motorway services following its first franchise deal with national chain Welcome Break.

The move follows Marks & Spencer’s similar agreement with Moto, the UK’s largest MSA operator, to franchise its Simply Food brand in 2003.

The supermarket brand says it aims to open stores in about 12 Welcome Breaks – half of the national total. The second mini store is scheduled to open on May 15th at South Mimms services on the M25.

Waitrose Managing Director, Mark Price, says: “This move into franchising and motorway service areas builds on our recent ventures into other new formats such as Market Town and Convenience – all designed to provide flexibility around our growth ambitions and increase awareness of our brand.”

Waitrose saw its like for like growth, excluding petrol, rise by 0.4%. in 2008. It recently introduced a new 1,450-strong range of value products to counter any drift to discount retailers in the current recession.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here