Morrisons is the first UK supermarket to launch an in-store takeaway service.

The Bombay Bites Express concession will open at the company's Bradford store this weekend. It will be open 8am-8pm and create 10 new jobs. Shoppers can either eat in store, pick up their takeaways themselves or have it delivered through Morrisons' partnership with Just Eat.

If successful, Morrisons is expected to roll out the model across the UK, as reported by Retail Gazette .

No doubt Tesco, Sainsburys and Asda will be keeping a close eye on progress and opening their own takeaways if it is successful.

The takeaway market in the UK is worth around £5.5bn, according to Just Eat. It is dominated by small, independent family businesses. And while supermarkets won't be able to match the taste and authenticity of a real Chinese or Indian takeaway, they will certainly be able to beat them on price.

Here at Punchline, this is one supermarket initiative we really want to see fail. If it succeeds, it will have a huge knock-on effect on small businesses. And before we know it there could be Amazon takeaways...

What do you think? Email mark@moosemarketingandpr.co.uk