Sainsbury’s is aiming for a slice of the takeaway pizza market with a phone ordering service in three of its stores.
In a move that could rival Domino’s, Sainsbury’s will take customer orders by phone and have hot pizza ready for pick up as little as 30 minutes later at its Cambridge Eddington, Redhill and Bradford branches.
During the 12-week trial, the pizza counters will offer 10in and 14in pizzas, with a choice of stone-baked, thin and crispy or deep pan bases and a range of toppings including pepperoni, spicy beef, peppers and mushrooms.
Prices start at £3.60 for a standard 10in pizza with no extra toppings, undercutting the likes of Domino’s, where a 9.5in cheese & tomato pizza costs £11.49 when ordered for collection.
Customers can choose when to pick up their pizza at the Sainsbury’s counters, where they can buy five extra items such as wedges, salad and drinks, and pay for their order.
The service is already live at Sainsbury’s Redhill and Cambridge Eddington stores and will launch in Bradford next week. The supermarket will review the service “just after Christmas” to decide whether to pursue a wider rollout.
Waitrose tested a similar service in its Portishead store in 2001, but it was scrapped after the trial and never extended to other branches.
Sainsbury’s strategy executive Nicola Goodall said the move was part of Sainsbury’s drive to offer “faster and more convenient options”.
“By giving our customers the chance to pre-order personalised hot pizzas and pay at the counter we are saving them time and giving them a great value takeaway experience,” she said.
“This is an exciting trial for us to listen and understand how our customers respond.”
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