During the trial, customers will be able to order a personalised takeaway pizza by telephone and pick it up in-store 30 minutes later.
Customers can order a 10in or 14in pizza with a stone-baked thin and crispy or deep pan base, and a range of toppings including pepperoni, spicy beef, fresh peppers and roasted mushroom. They can also specify what time they would like to collect their pizza.
Shoppers can pay via card at the pizza counter and can also buy up to five associated items at the same time, such as wedges from the hot counter, salad and drinks. This option enables them to skip the checkout queue and keep their takeaway hot.
The service is currently being trialled at Sainsbury’s at Redhill, and Cambridge Eddington stores, with the Bradford branch due to kick off the service this week. The trial will last for 12 weeks in each store and will be reviewed just after Christmas to assess its popularity.
Sainsbury’s strategy executive Nicola Goodall commented: “We want to help all our customers ‘live well for less’. As part of this, we’re continually looking at new ways to deliver high quality services that offer faster and more convenient options.
“By giving our customers the chance to pre-order personalised hot pizzas and pay at the counter, we’re saving them time and giving them a great value takeaway experience.
“As the UK’s first supermarket to test this service, this is an exciting trial for us to listen and understand how our customers respond.”