Strong fruit and veg sales have helped Waitrose exceed expected turnover at its new Scottish stores.
Following its surprising success, the chain is to create numerous jobs at the new branches and is looking to increase its presence in Scotland, with a possible 10 sites, including Glasgow, under evaluation.
The Comely Bank branch in Edinburgh’s Stockbridge opened last month and sales have already come in at 70 per cent higher than forecasts.
The branch is seeking 64 additional members of staff to accommodate the unexpected demand.
According to branch manager David Lincoln, fruit and vegetables have performed particularly well, with organic and local lines proving popular.
Scottish-grown strawberries, for example, have outsold their English counterparts by as much as four to one.
One customer reportedly travelled by ferry from the Western Isles to shop at the Comely Bank branch for her wedding day.
Lincoln said: “We have been overwhelmed with the support we have received since we have been in Scotland. We now need more bodies to reach the customer-service levels we are looking for.
“What we offer is quite unique in the marketplace. The quality we brought to Scotland is new to many Scottish shoppers.”
The Scottish stores opened on June 1 and smashed Waitrose sales records for any new branch.
Fiona Moriarty, the director of the Scottish Retail Consortium, said the company had succeeded by tapping into the affluent districts of Edinburgh.
“If you look at the quality of produce they are selling and the focus they put on organic and local Scottish sources, these are what people have been demanding,” she said.
“Customers are a lot more conscious about provenance of food and Waitrose put a lot of effort into locally sourcing products within Scotland.”
