Tesco is trialling a new superstore format which dedicates almost a third of its space to a convenience format.
Convenience products including freshly made sandwiches have been pulled to the front of the 28,000 sq ft store located just off the high-street in Chelmsford city centre, creating the effect of a store within a store.
Meal Deals are heavily promoted and customers are also encouraged to create their own hot food to go meals on large self service counters.
The move created a “super convenience store,” Tesco’s managing director of superstores Richard Baker said.
Time of day merchandising also features strongly in the outsize convenience offer, which also includes a “City Kitchen”, allowing shoppers to customise take- away ready meals for £4.50.
“What we decided to do here was make the store more super convenient. So we’ve brought everything that was fresh or food to go forward,” Baker said.
“It gives you real convenience. Chelmsford ticked all the boxes. It was due for a refresh, it’s in a city centre and it has a lot of convenience customers and lots of people shopping daily,” he added.
Tesco has another seven stores, including six Tesco Express stores, within a two mile radius of Chelmsford.