Zizzi trials first takeaway counter in Sainsbury's store

The first concession stand launched at the supermarket’s Balham store on 7 December and offers a selection of the hand-stretched ‘Rustica’ pizzas available in the chain’s high street restaurants.

Customers can purchase pizzas in store, pre-order via Click & Collect on the Zizzi website, or order online using Deliveroo for home delivery.

The menu includes vegan garlic breads​​ and customisable pizzas with a mozzarella alternative made from coconut oil.

Zizzi says the partnership reflects ‘the change in customer dining habits and growing demand for replicating restaurant experiences at home’.

The Italian chain operates nearly 40 restaurants in Greater London, but has a limited presence south of the river. The new partnership will allow it to access more diners without the costs of opening a full-service restaurant in a similar fashion to Deliveroo’s delivery-only ‘dark kitchens’.​​

“Changing consumer lifestyles have created opportunities within casual dining, we have seen delivery sales grow rapidly behind the increased demand for restaurant-quality food enjoyed at home,” says Steve Holmes, CEO of Zizzi.

“Offering our signature Rustica pizzas to go in Sainsbury’s is a natural progression in offering another convenient way for customers to purchase their favourite pizza, ready to eat.”

Sainsbury’s, which partnered with Patisserie Valerie earlier this year to offer a similar in-store Click & Collect service, says schemes attracted new shoppers.

“We think customers will love the convenience of being able to pick up their ready to eat, restaurant-quality pizza alongside their other favourite foods for a special meal, all under one roof,” says Adrian Cook, Sainsbury’s director of fresh food.

Wasabi began trialling sushi and hot food counters​​ in select Marks & Spencer stores earlier this year with a view to rolling them out.

Waitrose was the first UK supermarket to offer sushi in its Battersea store in 2015, and it now runs 50 counters across the country.

Sainsbury’s has also launched sushi bars via a partnership with Sushi Gourmet.