Waitrose is to give its stores a £6 million makeover to boost its reputation as a food specialist.
The store concept includes updated welcome displays, fresh counter imagery and fixtures offering details of the variety and uses of food, as well as serving suggestions.
Window displays of images of seasonal products, including fruit and vegetables, will also be introduced.
The Waitrose Community Matters Initiative will be launched in each store to coincide with the rebrand. The scheme enables consumers to have a say in how £1,000 a month is shared between projects in their area by putting a disc given to them at the checkout in a slot relating to their favoured project.
The retailer will also run in-store campaigns to promote its ethical credentials and the provenance of the food it sells.
The format, adapted from its premium Marylebone store, has been spreading across its 190 branches since last month.
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