Waitrose UAE opens new store in ICD Brookfield Place

ICD Brookfield Place is now home to a new ‘food-to-go’ concept store from Waitrose UAE

Waitrose ICD Brookfield Place

Waitrose & Partners UAE has opened its fifteenth branch in ICD Brookfield Place, the sustainable high-rise located in the heart of Dubai International Financial Centre (DIFC). The new ‘food-to-go’ concept store offers those that live and work in the community a convenient shopping experience, with the expertise and service of a specialist shop.

Located on the ground floor of the building, the 3,420sqft one-stop shop provides shoppers with the food they need for a quick, easy lunch, as well as a meal for later and cupboard essentials.

Upon entering the store, one can expect to find a fresh deli counter and bakery brimming with salads, freshly-baked bread and pastries. The space also features a hot and chilled food station serving up a range of international dishes, including Butter chicken, Tabouleh and Greek salad.

Customers can also shop Waitrose’s own brands, such as its No.1 premium range comprising new products and ingredients; they can reach for plant-based items from two new own-label ranges, Plantlife and GoVeggie; or take their pick from the brand’s ready-to-cook frozen range, including its Cook’s Ingredients range of pre-prepared frozen vegetables, a selection of Frozen Smoothies and premium  ready meals.

Additionally, as part of its ‘Partners Against Waste’ strategy, Waitrose has partnered with ICD Brookfield on its ‘Breaking the Plastic Habit’ campaign. The initiative focuses on targeting the use of specific, avoidable single-use plastic items and influencing a positive behavioural change throughout the community.⁠ In support of the campaign, Waitrose will not offer plastic bags at checkout and instead charge AED0.50 per paper bag to inspire its customers to shift to using reusable, sustainable bags as part of their shopping experience.

All proceeds from the paper sales will be donated to the non-profit conservation organisation Emirates Nature-WFF. In a bid to reduce disposable waste, customers will also be incentivised to bring in their own containers and receive a discount at checkout to encourage refillable shopping.

Sunil Kumar, CEO Waitrose UAE at Waitrose & Partners, explained that opening the store in a world-leading sustainable building aligns with their mission to reduce their impact on the environment.

ICD Brookfield Place, added that they were thrilled to welcome Waitrose & Partners to the building and to provide the community with a convenient, quality grocer for picking up everyday essentials.

Waitrose ICD Brookfield is open daily from 7am-11pm. Visit the website.