Waitrose and John Lewis partner with Caffè Nero to serve coffee in stores

In December 2024, the John Lewis Partnership launched Caffè Nero coffee shops in five Waitrose locations across the UK, aiming to attract more customers. This initiative follows a previous partnership established in 2021, which initially provided free hot drinks to My Waitrose loyalty card members. The new coffee shop outlets include locations in Billericay, Godalming, Keynsham, Locks Heath, and Stroud, alongside a recently opened outlet in White City, West London. With these changes, John Lewis is attempting to adapt to changing consumer preferences and increase foot traffic in their stores. The decision to reintroduce in-store cafés coincides with a customer backlash that led Waitrose to restore free hot drinks, a benefit that they had initially scrapped in 2018. Customers who were loyal to the My Waitrose program expressed dissatisfaction with the removal of the free drinks, prompting the partnership to reconsider its approach. By reviving this offer and establishing coffee outlets, the John Lewis Partnership is seeking to reinforce customer loyalty while enhancing the shopping experience. Caffè Nero will provide its coffee from its own Nero Roasting Company, ultimately creating a new synergy with Waitrose’s existing food menu. This partnership not only furthers customer engagement but also allows for cross-promotion of products, which can provide additional revenue streams for both brands. The John Lewis Partnership’s strategy reflects the competitive retail environment in the UK, where enticing customers is increasingly vital given the rise of online shopping. The addition of Caffè Nero outlets presents an opportunity to create a more inviting and social environment in-store, potentially leading to longer shopping visits and increased sales across categories. As a result, this initiative illustrates the partnership's commitment to evolving with customer needs and preferences in a dynamic market landscape.