Domino’s Pizza Group, the delivery firm, is to close the trial food court site it opened at the end of last year at the Lakeside shopping centre in Essex, M&C Report has learnt.

The concept had a more “rustic” feel than the group’s delivery outlets, with wood panelling featured and will also include its own seating in the food court area.

The move into the food court arena was seen as another step in the group’s stated ambition of exploring opportunities in non-traditional trading areas. Earlier this year, it ended the trial of a site with Moto, the motorway services operator, but said that it would continue to investigate new formats.

In July, chief financial officer Lee Ginsberg said that the Lakeside site was not trading as successfully as the group had hoped.

Commenting on the forthcoming closure of the store, a spokesperson for Domino’s Pizza said: “As part of our growth plans for the future, we have been trialling a number of new concepts including the store in a shopping centre in Basildon. All of these are trial concepts with a view to further expansion if they prove successful.

“The store at Basildon opened in December 2011 and, following a review of the store’s performance, the decision has been taken to close the store although we may seek other similar locations in the future.

“Obviously we are disappointed that the store did not trade at the levels we had hoped for, but we firmly believe that there are great opportunities for Domino’s stores in non-traditional locations and we will continue to innovate and try these new concepts.”