Waitrose premium food supermarket at Fleet Northbound, situated near the entrance on the main walkway to the food court. It’s squished in a small corner, making it less obvious, but it doesn’t necessarily loose trade to WHSmith as they serve different types of customer. Waitrose is more an additional luxury, and WHSmith sells essentials, but they are both similar sizes. Waitrose opened at Northbound around 2012 and appears to have used some of WHSmith’s space or space from the former Coffee Primo. Welcome Break began using Waitrose in 2009 following Moto’s success with M&S, and the brand was beneficial for the company as it made their sites more appealing for motorists, creating higher turn-in rates. It appears not to have been refurbished recently, but was well-stocked. Waitrose obtains a StarbucksOnTheGo stand as well as ready meals/snacks/drinks. When Waitrose stores were first introduced to Welcome Break sites, they were considered the smallest stores they own. Waitrose stores in Shell filling stations are similar in size, but mostly larger than those at service stations. Waitrose are well-known for providing high-quality, expensive products, which is why it’s inconvenient they inflate their prices at services, making them so expensive. Customers are likely to be put off this pricing and may choose WHSmith. Waitrose was moderately busy during my visit, which was to be expected due to custom levels in the amenity building. Waitrose is also signposted from the M3 North as well as advertised frequently around the site, to make customers aware of the facility.

Photo taken on 22/07/2023 by Tom Moon.

Assigned to galleries: Fleet, Waitrose, M3, Welcome Break