Waitrose has revealed plans to open an additional 40 stores a year between 2011 and 2015

Start spreading the news Waitrose has revealed plans to open an additional 40 stores a year between 2011 and 2015, three-quarters of which will be convenience stores, according to the Sunday Telegraph newspaper.

It also plans to sell its food via a further 1,000 outlets including Boots stores, Shell filling stations and Welcome Break motorway service stations.

him! has recently interviewed 340 Waitrose convenience shoppers as part of the Convenience Tracking Programme (CTP).

Waitrose convenience shoppers are primarily on a top-up shopping mission but the stores attract a phenomenal proportion of ‘food-to-go' and specifically ‘destination lunch' shoppers.

Contact Katy Moses on Katy.moses@him.uk.com to find out more about the shopper base at Waitrose convenience stores. him!'s 2010 CTP- base your decisions on FACT, not gut feeling!