Waitrose has opened its first ‘convenience style’ store with an emphasis on fresh produce, in the same week it announced its has lost share of overall food sales.

The new store, in Nottingham, is the first of four that will feature more produce counters such as cheese, fresh bread and meat. The 6,000sqft store also has new self-service checkouts and a take-out bar.

Mark Price, managing director of Waitrose, said: “We believe you shouldn't have to compromise on the standard of your shopping experience just because a store is smaller and designed for convenience.

“We want to revive that traditional sense of service typical of convenience shops, which customers value, but within a fresh and contemporary setting. We have always taken pride in the quality and freshness of our offer and this new format will be no exception.

“There will be a range of service counters and fresh foods currently unparalleled in the convenience sector,” he said.

He also indicated that Waitrose may soon come to Exeter, Ipswich, York, Durham, Liverpool and central Manchester.

This week, TNS Worldpanel research revealed Waitrose had slipped into negative territory with -0.7 per cent year-on-year growth, resulting in a share dip from 3.8 per cent to 3.6 per cent.

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