Danish bakery concept is trialling its own delivery model as well as its click & collect function, MCA understands.

UK operations director Alastair Gordon told MCA that the group’s website now allows customers making an order of £50 or over to choose delivery of they are within five minutes of the store.

This is alongside the group existing partnership with City Pantry at its St James’s Market site.

Gordon told MCA: “We have not fully gone down the delivery route yet because we are conscious that we are new to the UK and we want to protect our brand. As soon as you hand over to a third party delivery operator you’re no longer in control of that.

“What we’re doing through the website is testing how we can make delivery work. We have a brilliant app that we have developed and hopefully we can start to do delivery through that as well.”

The group already has three sites lined up for the early part of 2018 – with its first regional opening, at Oxford Westgate, as well as further London launches in Wigmore Street and High Street Kensington.

MCA understands that the group is also set to open at Westfield London.