Tesco has unveiled a trial store format that provides urban dwellers with an outsize convenience offer in place of a standard supermarket.

Located in Chelmsford and open since May 24, the 28,000 sq ft “super convenience” store, as it is dubbed by Tesco’s superstore managing director Richard Baker, has “pulled forward” its fresh and convenience offer to the front of the store.

The first thing the shopper encounters upon entering the store is a line of counters with an assortment of convenience offers including a “create your own pizza” counter and a “City Kitchen”, which allows shoppers to create their own meals  in “four simple steps”.

‘Time of day’ merchandising also features strongly in this store.

Baker said that the intention has been to create an obvious link between the convenience offer and the fresh offer, with the two areas occupying around a third of the store’s space.

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