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Brief Published: 2 Aug 2019

Sainsbury’s Partners with Deliveroo for Pizza Delivery

Sainsbury's x Deliveroo

The UK takeaway delivery market is set to grow to £9.8bn ($11.9bn) from £8.1bn ($9.9bn) by 2021 (MCA, 2018). Hoping to cash in on this boom, Sainsbury's is collaborating with Deliveroo to offer its customers hot pizza on-demand.

As part of a two-month pilot at five UK stores (running from July 22 2019), customers can order 50 different items from Sainsbury's food counters for home delivery. These include margherita, meat feast and pepperoni pizzas, as well as sweet and savoury snacks, sides, salads, dips and soft drinks.

This agile extension to the supermarket's grocery delivery service shows a keen and responsive understanding of shifting consumer dining habits, as explored in Gen Z Rewrites Food Culture. For this cohort, food on demand is an expectation, not a nice-to-have, and this desire for instant gratification is only set to grow. It also chimes with the co-living and co-working mindset, as covered in Post-Kitchen Lifestyles, where food on demand is fuelling new meal occasions.

For more on how opportunistic supermarkets are catering to a mobile workforce and time-poor families with the provision of elastic delivery services, read Supermarket of the Future: Hero Products & Supercharged Service. See also Sainsbury's Pop-Up Non-Alcohol Pub for another recent example of how the retailer is targeting Gen Z consumers, and read Game-Changing Fast-Food Concepts for more on the wider fast-food scene.