Speciality Food Magazine

The store, which delivers own-label Waitrose groceries, claims to offer a 'personal' deli service via the web.

25 staff members have been trained by fishmongery and butchery experts, so customers can now choose how their meat and fish is prepared, as well as selecting the exact weight, size and thickness of their cut.

“We've always wanted to deliver the over-the-counter deli experience of a traditional supermarket straight to the customer’s doorstep,” said Jon Rudoe, head of retail at Ocado.

However, many small retailers question whether it's accurate to call the service a 'deli'.

“It's an innovative idea, but too many retailers claim to be delis when they aren't,” said Sarah Walczak, owner of Sarah's Delicatessen in Beaumaris.

“Customer interaction is vital in this sector. Good delis offer more than a personal service – it's bespoke,” agreed Nate Nicholson, owner of The Deli in Rawtenstall.

“Customers like to try before they buy. Shopping online removes the option of sampling a new product before you buy it,” he added.

“A computer screen will never be able to compete with the expert knowledge of our staff, so it isn't a big concern,” said Ms Walczak.

However, Mr Rudoe contests the argument.

“Our progress has largely been driven by technology, but Service Counter adds a human touch that no online supermarket has yet provided,” he concluded.