Supermarket giant Sainsbury's has made several efforts to get a foot in on the major road network. As of 2019, it is currently being introduced to several of EG Group's largest services, under the trial name Sainsbury's On the go.
The new partnership is focused on its food-to-go line, which is in existing stores under the same brand name. It is another sign that one of the main focuses of supermarket retailing is now on convenience stores serving people in a rush.
Previously, following the success of M&S Simply Food, Welcome Break trialled a branch of Sainsbury's' existing convenience brand Sainsbury's Local at Birchanger Green in 2006. This was closed and they later worked with the more upmarket Waitrose.
Sainsbury's Local then had a partnership with Euro Garages, but again this didn't last long and they became Spar. The new partnership is with the same company but the offering is more similar to the Spar model.
Until the 1990s, the Sainsbury's business model included building large supermarkets close to major roads. Despite this, none of them became official service stations, although customers used some of them as unofficial ones.
Sainsbury's On the go can currently be found at the following services:
- Alfreton (A38)
- Amesbury (A303)
- Bilbrough Top (A64) (eastbound only)
- Podimore (A303)
- Saltash (A38)
- Thorpe on the Hill (A46)
- Thrapston (A14/A45)
- Warminster (A36/A350)
Sainsbury's has been removed from the following services:
- Birchanger Green (Sainsbury's Local) (M11/A120)