Waitrose Dubai supermarket storefront with bilingual signage and fresh produce display, featuring premium retail counter design and food presentation solutions.

Bespoke Counter Display Solutions for Waitrose Dubai

When Waitrose launched their new stores in Dubai, they needed fresh food counters that would not only showcase quality but also deliver an elevated customer experience. Dalebrook was selected to design and supply bespoke counter solutions that combined functionality, style, and durability.

The Challenge Facing A New Shop Fit

Opening new international stores meant that Waitrose needed to replicate their reputation for quality while adapting to a new market. Counters had to:

  • Present food in a visually striking and engaging way.
  • Be easy to maintain in high-volume environments.
  • Balance contemporary design with practical food safety needs.
Waitrose Dubai salad counter design using Casablanca bowls and urban melamine platters, optimised for vibrant supermarket food presentation and customer engagement.
Waitrose Dubai deli counter layout with barrel bowls, concrete-effect platters, and melamine slabs designed for olives, cheeses, meats, and fresh deli produce.

The Dalebrook Solution

Dalebrook partnered with Waitrose to design custom counter layouts across salad, pizza, and deli departments. Each counter was designed to maximise impact and encourage customer engagement through:

  • Varied textures and finishes – from rustic wood platters to slate-effect melamine, creating depth and variety.
  • Height and layering – presentation risers and gastro platters ensured every product stood out.
  • Durability and hygiene – premium melamine materials delivered the look of natural slate and wood without compromising on strength, cleanliness, or ease of handling.
Assorted salad and mezze displays featuring Dalebrook Casablanca bowls, Urban platters, and rustic barrel bowls for premium deli and salad counter presentation

Counter Highlights

  • Pizza Counters: Rustic wood platters paired with slate-effect boards gave an artisanal feel, reinforcing freshness and quality.
  • Salad Counters: Colourful Casablanca bowls and risers added vibrancy and movement, encouraging exploration and choice.
  • Deli Counters: Urban concrete-effect bowls and stave platters offered a modern, premium aesthetic while maintaining functionality.
Supermarket counter display with Tura and Rustic melamine serving bowls, showcasing fresh pasta, salads, and breads for engaging food merchandising.

The Result

By combining design expertise with durable, innovative materials, Dalebrook helped Waitrose create counters that:

  • Increased customer engagement through impactful displays.
  • Maintained brand consistency while appealing to a new regional market.
  • Delivered a scalable solution for future international rollouts.

At Dalebrook, we believe that counter displays are more than just food presentation, they’re the stage for your brand story. This project with Waitrose Dubai showcases how thoughtful design can drive customer connection and commercial success.

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