Waitrose in Finchley Road 'massively different' after revamp

People began queuing outside the John Barnes store in Finchley Road at 3.15am on Wednesday to be one of the first 50 customers to get a 'golden ticket' and £50 of free groceries.

Sharon White, outgoing chair of John Lewis, cut the ribbon as a saxophonist played and crowds surged to get inside.

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She told the Ham&High: "It's very exciting to be able to open a new John Barnes, which I hope our customers love, and that our partners love working with such a big part of our Hampstead and Finchley Road community. 

A saxophone player performed at the re-opening of Waitrose Finchley Road (Image: Nathalie Raffray)

"It's thrilling to have a shop our customers really deserve."

Shopper Christian was first in the queue, which extended to the back of the store. Asked why he came so early he said: "Why not?"

He said his favourite product was the blood orange juice, adding: "When it's a particular item like this you don't mind the price, you go for the quality."

First in the queue Christian arrived around 3am and received the Waitrose Golden Ticket worth £50 (Image: Nathalie Raffray)

Second in the queue, Robert, who arrived at 4.15am, said he hoped to get a £50 voucher. 

"It's a massive difference to what it was before," he added.

Passers-by could get a free taste of Waitrose products, including Scotch pancakes with blueberries and maple syrup.

Waitrose Essential Scotch Pancakes with blueberries and maple syrup was given to all passers by in Finchley Road (Image: Nathalie Raffray)

Partners The Daily Dose were giving shots of cold pressed juices, including beetroot, strawberry and a green juice.

A tray with Crosstown sourdough doughnuts - one with chocolate and the other Matcha and vanilla, was cleared in minutes. Crosstown has a dedicated doughnut stand inside the store.

The queue to get into Waitrose extended to the carpark at the back of the store (Image: Nathalie Raffray)

The "multimillion pount" revamp has seen a completely new layout for the store, with the entrance where the old exit and check out tills used to be.

The old entrance near the Finchley Road Station is now exit only.

Shopper Andrea said: "I liked how it was before but I'm sure we'll get used to it." 

Gian Marco, team manager at the store, said: "It's absolutely buzzing, has gone amazingly well and the shop looks fantastic. 

"We hope the customers really enjoy it. We are about creating an amazing customer experience which us, as partners, makes us very happy."