OXFORDSHIRE has been chosen by supermarket giant Waitrose as the site of its first motorway service station shop.

Twenty five jobs will be created at Waitrose's smallest store yet, at Oxford Services on the M40 near Wheatley.

Under the franchise deal, managers will be employed by motorway services operator Welcome Break, while shop assistants will be employed by the John Lewis Partnership, qualifying for a final-salary pension scheme and a share of profits in the form of an annual bonus.

The 2,500 sq ft Oxfordshire store will open on May 1, with another opening at South Mimms on the M25 on May 15.

Explaining why Oxfordshire was chosen to launch the venture, Rod McKie, chief cxecutive at Welcome Break, said: "Oxford Services is one of the busiest motorway service areas in Europe and we believe it is the perfect location for the first Waitrose food shop."

Waitrose announced in January that it planned to recruit up to 4,000 new staff with the opening of 22 new stores in 2009.

Commercial director Richard Hodgson said: “We plan to deliver a new dimension in motorway hospitality — the same quality experience people expect from Waitrose with excellent customer service.

“In addition to everyday items such as sandwiches, salads and drinks, customers will also be able to carry out a top-up shop on items such as bread, milk and ready meals.

“The Welcome Break deal is already a positive impact on our business partners. For example, our sandwich supplier is investing over £3m in developing its site to meet the increased demand.”

James Armstrong, of Waitrose, played down any suggestion that the company would be in head-to-head competition with Marks & Spencer, which pioneered the idea with its Simply Food stores. The nearest is north of Wheatley, at the next M40 services at Ardley.

"We view this more as an opportunity to increase our profile among the nine million motorists who visit these services," said Mr Armstrong.

"I don't think it's in competition. It's more about bringing our brand to new customers."

Managing director Mark Price said the move was "designed to provide flexibility around our growth ambitions and increase awareness of our brand".

The motorway store, which will offer more than 850 lines, will operate from 7am until 10pm, 365 days a year.

Waitrose is also taking over the Somerfield supermarket in Headington, where the revamped store is due to open on May 7.