East Grinstead: Opening

Waitrose East Grinstead 741 opened on 25th November 2005.
The following article appeared in the Partnership in-house magazine at the time.
Customers at Waitrose East Grinstead were describing the re-vitalised branch as ‘a breath of fresh air’ when it opened last week in the ancient West Sussex market town.
This is the fourth shop to open out of five former Safeway shops bought from Morrisons by the Partnership part of the Toronto 2 programme, and has been transformed into a bright, fresh new Waitrose. The change is just in time for customers looking forward to their first Waitrose Christmas.
The shop’s 20,000 sq foot selling floor accommodates all the Waitrose latest assortments and services, including a stunning back wall of food counters, offering, meat, fish, hot food, bakery, cheese and delicatessen products.
There on opening day, to add a local flavour, was Mark Hardy, producer of Sussex Slipcote organic sheep’s milk cheese, now available in all Waitrose branches. ‘It is a unique product which won a silver medal in this year’s British Cheese Awards, ‘he explained. ‘We do a garlic and herb and peppercorn version too. We have a story to tell and our cheese is made nearby. Waitrose is the right retail outlet for us as its customers are interested in good food.’
According to Waitrose’s newest Partners, the branch is at the heart of a friendly, local community. Kerry, Section manager Checkouts, is one of the five section managers who transferred from the former Safeway and she confirms that there has already been a lot of customer interest. ‘There has been much excitement about the prospect of a quality supermarket. We have a good base of regular customers, many of whom have become our friends. I am confident we will continue to attract them as well as tempting new ones.’
One of the longest serving partners, Christine, Assistant Section Manager, Dry Goods, joined 22 years ago when the branch first opened. ‘It was sad to see Safeway go, as I enjoyed working for them, but I am happy to be part of Waitrose. We have a good team spirit here, and although morale dropped recently, Waitrose has brought it back. Of all the supermarkets, it is the best. Our environmentally- conscious customers will be spoilt for choice with the range of organic products. I am pleased to be trading again.’

As with all Toronto 2 branches, an astonishing scale of change has been wrought on the acquired shop’s selling floor. This is largely because of effective working relationships between a host of Partnership departments and suppliers.
Mark, Merchandising Project Manager is just one of the many merchandising Partners responsible for achieving the look and feel of a Waitrose in the Toronto 2 programme. There is a lot of pre-planning to ensure we can transform the shops in the six days prior to opening,’ he said. ‘It is a tight schedule. The layout is planned on paper and from there we ensure we get the shop ready for trading, with the right shelving, refrigeration units, lighting, point-of-sale material and, of course, correct stock. It is complex, but the key to getting it right is in the initial organisation and excellent teamwork.’
Another key participant has been the firm Underwood Carpenter project managers for Toronto 2. Rachel has been in charge of Waitrose East Grinstead overseeing Partners and contractors involved with the refurbishment and she is delighted with the result. ‘This is my first conversion and it has been a great experience. Waitrose is a fantastic business to work with because everyone is friendly and professional. We have achieved a beautiful shop here.’
But what do customers think? ‘I’ve been waiting for Waitrose to open in East Grinstead for 10 years,’ said Hannah. ‘I love the look of the store. It feels brighter, airier and bigger than before. I have been looking for loose Earl Grey tea everywhere and finally found it here.’

Joan lives close to the store and was full of praise for everyone involved with Waitrose East Grinstead’s conversion. ‘I take my hat off to the workmen, they have been marvellous, behaving with courtesy and care. Nothing has been too much trouble. The store is wonderful. I wish Waitrose every success here.’

Gazette 03.12.05
Vol 87 No 44