Towcester (682): Opening

Waitrose Towcester opened on 26th August 2004. The following appeared in The Gazette at the time.

The new Waitrose branch in Towcester was the talk of the town when it opened last Thursday (26 August 2004). From 8.30am until closing time customers crowded into the store.

Chris Prest, Branch Manager, has been amazed at the interest generated. “There’s been a real buzz in town following our reopening as Waitrose,” he says. “I’ve never seen the car park so full. Our first-day sales were absolutely phenomenal, more than double a normal Thursday’s trade. It was way beyond all my expectations and I am proud of the way the team successfully managed our busiest trading day in years.”

Surrounded by towns with established Waitrose stores such as Daventry, Kingsthorpe and Milton Keynes, Towcester is an ideal location. Waitrose is well known to local residents and most are relieved they finally have one nearby.

Situated within walking distance of the town centre, Waitrose is in a good position because of its easily accessible 250 space car park and close proximity to Towcester’s thriving market square.

Mr Prest has been impressed: “We’ve been overwhelmed in the past fortnight as more and more people have turned up to convert this branch [from a Morrisons]. The only part still recognisable is the four walls; everything else has moved, is brand new or has been totally refurbished. We have new meat, fish and patisserie counters, new checkouts, a new warehouse floor, a beautiful wines section and a relocated cafe. The assortment offers a third more chilled fresh food and thousands more lines.

“I am just bowled over by the transformation. I can’t imagine how this scale of change has been effected in just two weeks. Within 30 minutes of handing the keys over to Waitrose, the place was full of over 100 Partners and contractors –  the level of coordination is remarkable.”

He praised the support provided. “It’s been a rollercoaster two weeks and we’ve all been grateful for the help received from the seconded team. As well as ensuring we are familiar with new systems, they also keep checking we are adapting emotionally. It is reassuring to know the Partnership cares – we are not used to being asked how we feel about things! Being co-owners will make a refreshing change for us all.”

The Waitrose vision of quality food, honestly priced and expertly served has been taken on board by Mr Prest’s team. “Apart from the excellent quality of food, high customer service levels are one of the business’s key attributes,”he says. “The training we’ve received fully reflects this.”

At 18 000 sq ft, Waitrose Towcester is one of the smallest conversions, but its layout and size has proved particularly compatible with the Waitrose offer. During his opening day visit, Mark Price, Selling and Marketing Director, Waitrose, noticed how well the branch had converted. “The vast majority of
shoppers will struggle to tell it was formerly a Safeway, thanks to the conversion team’s efforts and enthusiasm of Partners,” he says.

The eleventh Morrisons/Safeway conversion, Waitrose Towcester is just over half way through the food division’s intensive programme. Mr Price pays tribute to everyone involved. “When you consider that we usually open three or four branches plus a handful of extensions in a normal year, it is remarkable to consider that this year, we are not only opening three new shops and extending four branches, but converting 19 stores too.  It is a huge amount of work and I am constantly amazed by the positive and cheerful outlook with which Partners – not only those involved directly in the conversions, but also those who have had to manage their branches without the seconded Partners – carry out their work”.