Sainsbury’s is piloting one-hour grocery deliveries distributed by cyclist couriers across London, a return to its roots almost 130 years ago where it offered a similar service.
iOS app Chop Chop is available in Chelsea, Westminster, Fulham, Battersea, Southwark, Wandsworth and Wilmbledon.
For a flat fee of £4.99, a team of 40 London-based cyclists and grocery pickers are ready to answer the call with consumers able to order up to 20 items.
Attempting to hit back against Amazon Fresh, which coupled with Dash and Echo devices can provide convenient kitchen essentials for Prime members, was first to market on grocery deliveries.
Jon Rudoe, Sainsbury’s director of digital and technology, said: “This trial is part of our strategy to give our customers more options to shop with us whenever and wherever they want. Speed of delivery is important to some customers, so we have brought back our bicycle service to test demand further.
“In Wandsworth customers are using the new one-hour delivery service to buy forgotten items, or emergency goods when they cannot leave their home, or have invited guests on the spur of the moment.
“If it proves popular we might introduce it to other areas of London. It complements our same day delivery service which is available at selected London postcodes through our online groceries service.”