The initiative sees staff cutting, wrapping and pricing popular deli cheeses and cold meats in advance so customers no longer have to queue. Items are placed next to the deli counter to target shoppers visiting that area of the store.
Tesco cheese buyer Mike Seymour said it was too early to tell whether the trial, running in 12 stores for about 13 weeks now, was successful or not. “This is about educating customers to see if they understand the concept.”
However, one senior figure in the cheese sector claimed the scheme had been such a success that Tesco was toying with the idea of ditching deli counters in some stores altogether.
“They are getting a real uplift in sales in those stores running the initiative,” he said.
Sales on the deli counter in supermarkets have been in decline for years as consumers switch to pre-packs. TNS measured a decline in value of sales of 0.9% in the 52 weeks to June 20.