Sainsbury’s is looking for a slice of the UK’s fast-growing food delivery market after teaming up with Deliveroo to bring freshly-baked sourdough pizzas straight from the supermarket counter to customers’ homes.
The move comes two years after it started launching pizza for collection from its stores.
Launching this week in five stores – Cambridge, Selly Oak, West Hove, Pimlico and Hornsey – across four UK cities, the trial is the first time that a UK supermarket has offered hot takeaways through Deliveroo, giving customers the chance to order food from Sainsbury’s counters online.
The pilot is part of Sainsbury’s drive to develop and implement digital technologies to improve customer experience and make sure they can shop quickly and conveniently whenever, wherever and however they want.
The trial will test customer appetite for ordering takeaways from their local Sainsbury’s counters through a food delivery platform.
The UK’s food delivery market is already worth £8.1 billion, up 13.4% since 2017 and is expected to grow to £9.8 billion by 2021.
Deliveroo customers near the stores involved in the trial will now find Sainsbury’s listed alongside local restaurants delivering in their area.
Customers can choose from nearly 50 Sainsbury’s products on Deliveroo. In addition to a range of sourdough pizzas including margherita, meat feast and pepperoni, they can also order a range of complementary products from Sainsbury’s supermarkets to make up their takeaway – including sweet and savoury snacks, sides, salads and dips as well as soft drinks.
A wider range of products will be added to the offer during the trial.
Extra colleagues will help man the counters which will be staying open later to fulfil customer demand for late night food and dinners.
Clodagh Moriarty, Sainsbury’s group chief digital officer said: “With more and more shoppers looking for convenient and affordable meals delivered to their doors, our trial with Deliveroo brings our great value hot food direct to customers’ homes. We’re committed to making it as quick and easy as possible for our customers to shop with us and we’ll be listening to their feedback throughout the trial to understand how we can best serve their hot food delivery needs.”
Justin Landsberger, Deliveroo’s commercial director, said: “We’re excited to launch Sainsbury’s on Deliveroo and bring even more choice to our customers around the UK. At Deliveroo we pride ourselves on providing customers with an excellent selection of food options, catering for every occasion and this new partnership will allow us to do that.”