14 Apr 2026
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New Little Waitrose planned to open in Ascot, creating 20 new jobs
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Growth of Welcome Break partnership with four new franchise stores
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Multi-million pound investment in 30 stores this year with seven upgrades completed in March alone
Marking the latest milestone in the retailer’s £1 billion, multi-year investment programme, Waitrose today announced plans to launch a brand new Little Waitrose convenience shop in Ascot, as well as a four-store expansion of its partnership with Welcome Break.
Scheduled to open in autumn 2026, the 3,000 sq ft Ascot High Street shop is well positioned on the main thoroughfare on the site of a former bank.
The opening of the Ascot branch will create 20 new local jobs and bring Waitrose’s high quality products and award-winning customer service to local residents as well as racegoers. Plus, with dedicated on-site car parking spaces, the shop provides a convenient stop for shoppers.
Krys Jantzen, Waitrose Regional Manager, said: “Securing a presence on Ascot High Street is a significant move in our convenience shop strategy. This location puts Waitrose right at the heart of a thriving community, with the branch designed to be a destination for local shoppers and a frontrunner in quality and service.”
Welcome Break
Two new Waitrose shops have opened at Welcome Break’s motorway service areas - Kate’s Cabin (on the A1, near Peterborough) and Cornwall Services (on the A30, near Bodmin). Waitrose has been in partnership with Welcome Break since 2009 and this takes the retailer’s presence to 33 Welcome Break sites nationally.
Further openings are scheduled at Spalding service area, Barrier Bank and Whitely, Warrington Crossroads in the coming months. The new locations provide thousands more customers with easy access to high quality products, including the food lovers’ favourite - Waitrose No. 1, as they journey across the country.
Nationwide Estate Investment
The past month has seen Waitrose invest millions in the refurbishment of five supermarkets in Haslemere, Barnet, Chiswick, Ruislip and Menai Bridge and two convenience stores in Knutsford and Muswell Hill with customers benefitting from a host of upgrades including modernised meat and fish counters and redesigned bakeries.
In total, 30 Waitrose stores across the country will be refurbished this year as part of a £1 billion, multi-year investment programme - as the retailer commits to providing the very best products, service and shops for customers nationwide.
Alun Jones, Head of Waitrose Physical Estate, added, “Our new Ascot store and expanded partnership with Welcome Break strengthens our physical retail presence alongside the acceleration of our store refurbishment programme. Whether it’s a restaurant-quality dinner for two, a picnic at the races or a top up shop, we’re investing to make it even easier for food lovers to discover the best quality products and experience our renowned customer service.”
Waitrose has also exchanged on a new 7,000 sq ft site at Chelmer Village Retail Park in Chelmsford, with the store due to open this year. Plus, a new full-line Waitrose supermarket at Brabazon in Bristol is planned for 2028 with the 30,000 sq ft store creating around 150 new jobs.
Also in the south west, a new Waitrose 360,000 sq ft distribution centre at Mountpark’s Bristol 360 will open next year to serve around 50 of the supermarket’s existing shops, with the capacity to support more.
Notes to Editors
For further information, please contact Ruth Roycroft:
[email protected] or 07792 591035
Little Waitrose Ascot is scheduled to open in autumn 2026 and will be located at 19 High Street, Ascot, Berkshire, SL5 7JG.
Waitrose currently operates 13 supermarkets in Berkshire: Bracknell, Caversham, Maidenhead, Newbury, Reading, Sandhurst, Sunningdale, Thatcham, Tilehurst, Twyford, Windsor, Wokingham and Woodley. The Waitrose Head Office is also situated in Bracknell, Berkshire.
About Waitrose
Waitrose is the Home of Food Lovers, serving customers with exceptional quality products and expert service.
Part of the John Lewis Partnership - the UK’s largest employee-owned business - Waitrose has 320 shops and a strong online business. It also has agreements with brands like Welcome Break and Shell, further bolstering its local footprint.
It works closely with British farmers and suppliers, and is a market-leader for animal welfare and responsible sourcing - using sustainable farming methods, including on its very own farm, the Leckford Estate.
Waitrose has 800 specialist counters across its shops and a Beer, Wine and Spirits team that includes more Masters of Wine than any other UK supermarket. It holds a Royal Warrant as Grocer and Wine & Spirits Merchant to His Majesty King Charles III.
