A 24-hour Tesco Express convenience store has opened in Waterloo Road - sandwiched between Sainsbury's Local and M&S Simply Food.
Tesco Express opened on Tuesday morning with a giveaway of Euphorium Bakery cookies, money-off vouchers and jute shopping bags.
The supermarket chain has had to drop its plans to include a cash machine in the shopfront due to crime concerns.
Lambeth Council refused permission for a cash machine because of the narrow pavement and the store's proximity to a busy bus stop but Tesco took the matter to appeal.
Last week planning inspector Glen Rollings upheld the council's decision on the grounds that the proposed ATM "would be likely to increase crime in the immediate vicinity of the appeal site".
The adjacent Sainsbury's Local is also open 24 hours a day, seven days a week.
For the latest local news and events direct to your inbox every Monday, you need our weekly email newsletter SE1 Direct.
7,000+ locals read it every week. Can you afford to miss out?
Read the latest issue before signing up