Shell has opened the first of two redeveloped sites with Little Waitrose c-stores in a trial of a new joint format.
Shell Sceptre on the Dome roundabout in Watford opened with a 1,600sq ft Little Waitrose shop on September 21 and is said to be doing well. The second trial site at Shell Bayswater in London is due to open in mid October.
Shell continues to own the sites and Waitrose will take over the operation of each, acting as Shell’s agents for the sale of fuels. This are the first 24/7 operated and managed operations for Waitrose. The trial coincides with recently launched joint marketing activity between Shell and Waitrose aimed at offering great value for customers. This includes a 5ppl on 25 litres of Shell fuel coupon given to Waitrose customers.
John Bullock, executive vice president for Shell Global Retail Business, said: "We are excited about this alliance. We see this as the beginning of a strong relationship between two established brands, exploring opportunities to bring the brands together for the benefit of Shell and Waitrose customers." The new format will offer the existing range of fuels, lubricants and other forecourt services with the addition of a Little Waitrose offering around 2,500 lines covering food for now, food for later, and store cupboard essentials as well as traditional forecourt and impulse lines.