Sainsbury has opened its 30,000sq ft Pimlico store, the second site based on its prototype Bluebird Gastrodome store in Chelsea.

Senior manager for marketing format development Diana Hunter said the store layout was driven by consumer demand for meal solutions. In a revolutionary break from Sainsbury’s previous layout strategy, Hunter said, fresh produce had been positioned towards the back of the store.

“The logic was based on how customers plan a meal. They think about main components such as meat and fish first, then accompanying vegetables and salads, then condiments.”

Almost 2,000sq ft at the front of the store is dedicated to individual market areas, with 10 specialist food counters including a butcher, fishmonger and cheesemonger.

Other new features include a stonebake pizza oven and a hot carvery for food to go as well as take-home purchases.