The store concept includes updated welcome displays, fresh counter imagery and fixtures offering details of the variety and uses of food as well as serving suggestions.
It will also introduce window displays carrying images of seasonal products such as fruit and vegetables, Cornish sardines and lamb.
The retailer will roll out the format, adapted from its premium Marylebone store, to its 190 branches from 21 July. Waitrose will also run in-store campaigns to promote its ethical credentials and the provenance of the food it sells.
The grocer is launching the Waitrose Community Matters Initiative in each store to coincide with the rebrand. The scheme enables consumers to have a say in how £1000 a month is shared between projects in their area by putting a disc given to them at the checkout in a slot relating to their favoured project.
Separately, Waitrose plans to go head-to-head against Marks & Spencer Simply Food, Tesco Express and Sainsbury's Local next year with a convenience format. It is also trialling a 'market town' variant offering fresh foods and local produce.
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