The retailer has partnered with mobile marketing firm Weve to target commuters and tourists as they pass by its new concept store in Villiers Street in Central London. Tesco used Weve to identify a total of 40,000 shoppers who had either walked past the store six times over a two-week period, or else had walked in and out of Embankment tube station. The team then pushed out a coupon to these consumers’ smartphones, offering £1 off a £3 food-to-go shop. Shoppers could then redeem the coupon by scanning it with their food at a self-service till. The idea was to drive footfall to the concept store, which opened last month and offers "food to go" for shoppers in a hurry.