Sainsbury’s launches Carluccio’s trial with three store-in-store formats

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Sainsbury’s is set to launch three new Carluccio’s store-in-store concepts, representing the casual-dining brand’s first foray into supermarket retail partnerships.

The 900 sq ft Caffè Carluccio’s format will offer customers both eat-in as well as takeaway options and is set to open in Sainsbury’s St Albans superstore on June 3.

The coffee shop will also have a retail offer, including Carluccio’s biscuits, ground coffee and chocolates.

A second Carluccio’s counter format is also scheduled to open in Sainsbury’s Leamington Spa superstore later the same month.

This format will offer customers Carluccio’s deli ranges, including pasta, olive oils and sauces alongside stonebaked pizzas, as well as a hot food-to-go offer, available either in-store or for home delivery through Sainsbury’s Deliveroo, Just Eat and Uber Eats partnerships.

The third and largest of the new formats will be called The Restaurant Hub and will be a multi-brand offer including a Caffè Carluccio’s and other brands from its owner Boparan Restaurant Group, including GBK, Slim Chickens and Ed’s Easy Diner.

The Restaurant Hub is due to open in Sainsbury’s Selly Oak in July.

To support the trials, Carluccio’s will be launching its first app allowing ordering, delivery, menu access and a branch locator, as well as providing users with a loyalty mechanic.

Carluccio’s was acquired by Boparan in May 2020.

Sainsbury’s said that, along with the restaurant group, it “will listen closely to customer feedback in all three stores before deciding any next steps”.

Sainsbury’s food commercial director Rhian Bartlett said: “We’re testing these new offers as part of our plan to put food back at the heart of Sainsbury’s – bringing even more innovative and delicious food and drink to our stores.

“This is the first time we’ve worked with Carluccio’s and we’ll be listening closely to see what shoppers think of the different concepts, which also include GBK, Slim Chickens, Harry Ramsden’s and Ed’s Easy Diner.”

Boparan Restaurant Group managing director Satnam Leihal said: “Our customers tell us they love our brands and would like to access them more regularly and be part of their family home occasions.

“This trial with Sainsbury’s allows us to bring our range of high-quality products to more customers, more often, in varied formats.”