Waitrose has opened its first “Home of Food Lovers” concept store, as a test bed for new formats, services and technology as part of its £1bn investment programme.

Located in Newbury, the 27,000 sq ft branch will pilot a series of innovations before they are rolled out more widely, including new fresh food counters, exclusive brand tie-ups and what the retailer says is its largest-ever technology upgrade.

Waitrose is investing £50m in tech across its estate, including AI tools for Partners, electronic shelf labels and shelf-edge cameras to improve stock accuracy.

The new Newbury store features a five-metre Cheese Island offering nearly 100 speciality cheeses, revamped counters with a “Meal Maker” preparation service, a dry-aged beef offering and an expanded in-store bakery featuring the retailer’s new partnership with Ole & Steen, which will expand to 35 stores.

Waitrose is investing in AI tools for Partners including electronic shelf labels and shelf-edge cameras to improve stock accuracy.

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The shop also introduces a “Food Lovers Hub” for seasonal inspiration, a new Delicatessen offer and a Fine & Rare wine section with rapid chilling technology.

Interim managing director Tina Mitchell said the opening marked a “significant move forward” in the strategy to make Waitrose the “undisputed Home of Food Lovers”.

“We’re deliberately investing in the joy of food – in expert cheesemongers, butchers, and fishmongers, as well as our cafés and bakeries – a strategic choice that champions the in-store experience for our customers,” said Mitchell.

“This vision is backed by our largest-ever tech investment, using AI and new systems to ensure a seamless customer experience, one that has our Partners and their passion for food right at its heart.”

Photo: Waitrose Newbury Store wine chiller

Partners at the store will be the first to use a new AI app designed in-house to give instant product, nutrition, sustainability and recipe information via text or voice, enabling faster service and more detailed food knowledge at the aisle.

Newbury forms part of the retailer’s wider £1bn estate investment, which includes refurbishments, new Little Waitrose openings in Bristol and Wandsworth, a new 360,000 sq ft distribution centre in Bristol and a full-line supermarket slated to open in Brabazon in 2027.