The Waitrose Effect

The Waitrose Effect

Would a Waitrose in the vicinity of a property sway your decision in buying a home?

Savills have released recent research which showed having a Waitrose nearby increased property prices in the area. There are two ways to look at this, firstly people want to live close to a Waitrose or secondly areas which Waitrose locate are where property prices are increasing.

In London the ‘Waitrose Effect’ shows a significant difference. There is a 50% increase in property prices in areas with a Waitrose, compared with areas that do not have a Waitrose. This difference is not as drastic in other areas but still apparent.

The outcome of this research was that the typical price of a property with a Waitrose nearby was 25% higher than if there was no Waitrose. Although the answer is not determined by the increase being due to a Waitrose, there sure is a definite trend in the relationship. However it does seem bizarre that the arrival of a supermarket should have this effect on property prices.

Waitrose is known for its higher end groceries and perhaps by placing a branch in a particular area represents the area as being socially approved and an aspirational area to live in. There is always the argument of which came first however, was the area upmarket and attracted a Waitrose branch or did Waitrose place a branch in an area and this lead to a positive knock on effect on the prices of property.

What’s your opinion? Would you pay a little more to live somewhere you had a nice deli selection?