Case Study


Waitrose Deliver London: Dark store design and development.


Waitrose Deliver London: Dark store design and development.

Waitrose is rapidly developing its own grocery home shopping service, alongside the Ocado service. Waitrose decided to launch the service in London in 2011, and engaged Javelin Group to help with the launch. This included:

  • Market size: An estimate of the sales potential in London.
  • Fulfilment strategy: Whether to use stores to fulfil or a separate warehouse laid out like a store (‘dark store’).
  • Overall programme management.
  • Dark store operation and technology design, including warehouse selection and design.
  • Implementation support.

We started planning our launch of Waitrose Deliver in London in the summer of 2010. Javelin Group worked closely with us and helped us understand the market potential, how we could improve the customer experience, what the logistics solution options were and the overall business case. Once the board approved our plans, Javelin Group supported us with programme management, operational and technology design and implementation of our ‘dark store’, from which we fulfil most of our London demand. We went live with this in October 2011, less than 12 months after approval. The launch was almost flawless, and we are delighted with our performance in London. The Javelin Group team was an essential part of our success, and I am very pleased with their work.
Robin Phillips, Director, eCommerce, Waitrose.

Find out more about Javelin Group’s Operations service line.

Contact  Will

Contact Practice Director

Will Treasure

Director, Operations

Will Treasure runs our Operations strategy practice. He has designed and implemented operational solutions over the last 20 years for more than 100 retailers, brands and B2Bs, plus several luxury clients. Prior to Javelin Group, Will built and ran Iceland Group’s home delivery service, growing a business from start-up to £160m annual sales in 12 months. Will is a graduate of the University of Oxford with a starred first in Engineering, Economics and Management and is based in London.