Simon Roberts says supermarket is ‘thinking differently’ as it seeks new ways to compete with Tesco, Aldi and Lidl
Simon Roberts spent his Christmas Eve in a van, helping bring groceries to Sainsbury’s shoppers’ homes as part of an initiative to make festive deliveries as close to the big day as possible.
The chief executive of the UK’s second-largest supermarket chain says the experiment, which involved holding back thousands of turkeys ordered by online shoppers to arrive on Christmas Eve, was part of “thinking differently” as it seeks new ways to succeed in a fiercely competitive sector.
