UK: Sainsbury teams up with Deliveroo

British supermarket Sainsbury’s has teamed up with Deliveroo to trial the delivery of pizza direct to customers’ homes, seeking a slice of the fast-growing food delivery market.

Sainsbury’s, whose attempt to buy rival Asda was thwarted by the UK competition regulator in April, is seeking new growth areas. The pilot is part of the group’s drive to develop and implement digital technologies. It announced on Monday, July 22, online customers in four UK cities – London, Birmingham, Brighton and Cambridge – would be able to order pizza straight from a store’s counter oven and have it delivered.

Sainsbury’s stated customers will be able to choose from nearly 50 of its products on Deliveroo – pizzas and complementary products.