Waitrose has unveiled plans to open two new supermarkets while investing more than £20 million in price cuts across its own-label range, as the retailer steps up efforts to grow its customer base and strengthen its value credentials.
The supermarket chain will open full-line stores in Hale Barns, Greater Manchester, and Cricklewood, north-west London, later this year, adding more than 30,000 sq ft of selling space as part of its £1 billion multi-year investment programme.
The expansion comes as Waitrose launches its latest round of ‘New Lower Prices’, reducing the cost of more than 160 everyday own-brand products by an average of 12 per cent, with some items seeing cuts of more than 25 per cent.
The latest price investment takes Waitrose's spending on lowering prices since 2023 to £162.5m across more than 1,000 products. The reductions cover a range of everyday staples including eggs, onions, chicken thighs, apples, frozen peas, chickpeas and chopped tomatoes.
Nathan Ansell, chief customer officer at Waitrose, said: "Customers are watching what they spend, but they don't want to compromise on the food they buy.
"This investment is about doing the right thing for our customers, helping them save on the products they shop most often, while keeping the quality they expect from Waitrose."
Almost half of the latest reductions are on products within the Essential Waitrose range, with the retailer saying the cuts will benefit products purchased by nearly eight in 10 customers.
Alongside its value drive, Waitrose is continuing to expand its physical footprint. The Hale Barns site, currently operated by Asda, will undergo a full refit before reopening as a 15,000 sq ft Waitrose supermarket in autumn 2026. The retailer said existing Asda staff at the store will become Waitrose Partners.
Meanwhile, a newly developed 18,000 sq ft store in Cricklewood, close to the area's railway station, will also open under the Waitrose banner in the autumn.
Tina Mitchell, retail director at Waitrose, said: "These two new shops are an important step in our plans to bring Waitrose to more customers.
"We want to be in the places that matter most to our customers, offering the quality, service and convenience they expect from Waitrose, while continuing to invest in our existing shops and wider network."
The announcements form part of a broader growth strategy that includes expanding into new locations and channels. Last month, Waitrose revealed plans to enter airport travel retail for the first time through a partnership that will see its products stocked in four RELAY stores at Heathrow Terminal 2.
The retailer is also refurbishing 28 existing stores this year as part of its programme to modernise its estate and improve the in-store experience for shoppers.