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Brief Published: 26 Mar 2014

Tesco Launches Pizza Delivery Service


UK supermarket Tesco is a trialling a pizza delivery service from a branch in Streatham, south London in a bid to engage the local community and boost profits by offering new services.

The Tesco Extra store is located within a new social housing development of hundreds of flats. The own-brand pizzas, freshly made on-site, will be available for delivery to residents living within the immediate vicinity of the supermarket. If successful, the service could be rolled out across the country, taking on industry giants like Pizza Hut and Domino's for a slice of a market worth £6.9bn in the UK.

In a similar move, the supermarket will soon go head to head with fast-food behemoth McDonald's when it launches a trial hamburger restaurant in Osterley, west London in April. In a separate bid for social relevance, Tesco has teamed up with Parsly – a digital tool that transforms online recipes into a ready-made grocery list. Users simply copy and paste the recipe into Parsly, and the tool automatically calculates the ingredients required, whether they are available in the supermarket, and how much the meal will cost to make. The information is then transferred to the supermarket's account, ready for the shopper to order online, or buy in-store.

For more examples of shape-shifting supermarkets repositioning themselves to meet a multitude of consumer needs, see Evolution of the Supermarket – part of our Future of Food Industry Trend.