LONDON - Waitrose opened its first smaller format convenience store on 6-8 Fitzroy Street yesterday.

The smaller-sized shop has been designed with customers in mind so they can navigate the shelves for what they need quickly and easily, according to the U.K.-based retailer.

Customers can expect everything they need for breakfast, including fresh-baked bread and a selection of on-the-go foods such as salads, fresh fruit, deli products and individually wrapped cakes.

Customers wanting to cook from scratch can select from a range of meat, fish and vegetables, or choose from prepared meals such as Menu From Waitrose, which features restaurant-style dishes created by chefs.

Throughout the store are tear-off recipe sheets to inspire customers to try something new. There is also information on shelf-barkers giving customers more culinary recommendations such as serving suggestions for different recipes, and identifying new or unusual uses for various ingredients.

Barbara Parker, Waitrose Fitzroy Street manager, commented: "I??m really looking forward to the opening and being able to introduce myself to, and work with, the local community. We have a fantastic team at the shop and everyone is very thrilled to be working in the first store of its kind. Excitingly we had over ten times the amount of people apply to work here as there were jobs, so everyone feels extremely happy to be part of the team. I??m eager to welcome our new customers to the shop and hearing what they think of the new format."