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  • London supermarket chain now delivering pizza

Safeway supermarket, a London-based supermarket chain, volleyed an unexpected shell onto the pizza war battlefield in England.

On Jan. 28, it became the first British supermarket chain to launch a pizza delivery service.

According to a company release, the service currently is being tested at one store (St Katherine Dock, in London), and will use eight delivery drivers to service an area within a two-mile radius of the store. If the project is successful, delivery will be extended to East London and other points in the city.

Safeway CEO, Carlos Criado-Perez, called the move the latest "step in our aim to be the most innovative retailer. Our pizza delivery service is unique. None of our competitors offer this great service."

The pizzas are made to order at the chain's branded Fresh To Go counters, where customers already place carryout orders. To portray freshness and authenticity, stone-hearth ovens are used, and pizza makers toss and top pies to order.

Among its menu offerings are, Vegetarian, Americana and Chicken Supreme, plus such unique toppings as tuna, sweet corn, Chinese chicken and chili beef.

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