Future expansion Waitrose aims to extend its store presence whilst improving price perceptions and developing an integrated multi-channel offer. Waitrose opened its first smaller format convenience store in Fitzroy Street, Cambridge in summer 2010 as part of its plans to increase its presence in the UK's convenience sector. The new format stores will offer shops with sales areas ranging from 2,000-4,000 sqft. There are plans to open a total of nine convenience shops by the end of the year, including four of the newest smaller convenience shops. Bring it on I say.......