A rallying cry has been issued to supermarket rivals Sainsbury’s after Waitrose opened the doors to its new Marlow store.

Waitrose was forced to move out of the West Street site it had traded from since 1972 after competitors Sainsbury’s secured the lease four years ago. The manoeuvre sparked a period of uncertainty for the supermarket chain until it eventually opted to relocate to smaller premises in Chapel Street.

Yesterday it emerged that Sainsbury’s had become Britain’s second biggest supermarket after it its best-ever Christmas period saw it overtake Asda.

But branch manager Alex Hume has welcome the challenge Sainsbury’s – which is due to open in Waitrose’s former site later this year – has laid down. “Clearly they’re going to have a larger supermarket than we are but we think that there is as large amount of loyalty to Waitrose in Marlow,” said Mr Hume. “There is no ill feeling towards Sainsbury’s - this is what happens. “We are confident about the service we provide and the excellence of our products and we welcome the competition.”

Shoppers have flocked to the store since it opened and Mr Hume is confident they will not be let down. “I am hopeful the customers will still be able to do a full shop in this branch even though we have gone down in size,” he added. “We have packed lots in – people won’t be disappointed.”

The decision taken by Waitrose to remain in Marlow was also welcomed by the Marlow Chamber of Trade. “I am delighted that Waitrose are staying in the town, albeit in a smaller store,” said chamber president Annie Mulady.  “From a business perspective I am pleased that the staff at Waitrose have retained their jobs. I envisage the new store will be good for the businesses on the east side of town.”

Due to space restrictions compromises were made with the site – it doesn’t have a deli counter and the range of products has been slightly reduced. But it offers “time saving service” Quick Check which aims to cut shopping times as customers scan and pack as they go.

Marlow Mayor Roger Wilson said: “I think it’s great that Waitrose will still maintain a presence in the town and I am sure that people who shop here will be pleased.”

But town councillor Maurice Oram was left bemoaning the first notable casualty of the reduced range of products after he couldn’t find his favourite butterscotch ice cream. "I go through about three cartons a week – it keeps me going!” he said.

This article was written by Andrew Pearce and first appeared in the Bucks Free Press on 15th January 2011