Summary
1) This format has worked well in the US 2) Foodservice component accelerates consumer acceptance 3) A good way to practice "Brand Extension" without getting too far from core offering
Analysis
Waitrose testing two smaller-format stores based on Highway traffic / Petrol linked traffic as the primary driver is a very, very good idea. The idea of high-quality prepared foods and better fare tan generally found in a "C-Store" setting is a winner when done correctly.
Whether in the US, UK or the rest of the EU, people are in hurry and feel rushed for time. The tradeoff of good quality "home time" with the family can still be a good offset to guide an expenditure decision, even with consumer confidence at a low.
As long as there's no discernable quality drop off in service and merchandise from the "traditional" Waitrose Stores, this should be a real winner.
