The shake-up has been coined “Morrisons Magic” with the plan set to introduce more “premium” farm shop style fresh food in stores, with a trial currently underway in its Warrington supermarket
Morrisons is set to overhaul its UK supermarket stores in a bid to improve its finances. The shake-up has been coined “Morrisons Magic” with the plan set to introduce more “premium” farm shop style fresh food in stores.
According to the Grocer, Morrisons has already implemented its planned changes in one of its stores in Warrington as part of a trial, adding 500 new items to its range and removing 2,500.
It is understood that Morrisons could roll out some of the changes across its entire store estate over the coming months.
Under its revamp plan, the supermarket will give its Market Street line a new look, focusing on farm shop influences such as foil tray products. For example, the supermarket would sell fish that are sauced, marinated, breaded, coated, and ready to cook. Morrisons is also working to offer more “premium products” as part of its Market Street line-ups.
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The Grocer reports that the aim is to make Market Street more accessible so it can attract a wider array of “amateur and accomplished home cooks.”
Morrisons also wants to improve its ready meal offering to include a wider range of cuisines.
A major part of its overall strategy will focus on “simple merchandising” with a “laser focus on clear pricing and value”.
Morrison’s revamped Warrington store featured aisle-end promotions on everyday essentials such as bread, squash, and biscuits priced at £1 and two for £3.
The supermarket has also introduced a new £6 meal deal, a three for £5 fresh fruit deal, a “pick ‘n’ mix bakery” and a tiered pizza offer.
The supermarket will also be introducing “branded bays” to stores, which will feature products from companies including BrewDog, Coca-Cola, Pepsi and Myprotein.
The changes are being led by the chain’s new group trading director, Andrew Staniland, who told the Grocer: “It’s early days, we are testing and we are learning, but the Morrisons Magic programme is now well underway.
“The trial in Warrington is going really well and customer reaction has been fantastic. Market Street’s modernisation is continuing at speed and the farm shop influence and added-value fresh products is really catching our customers’ eyes.
“And through the rest of the store the crisper, cleaner look is underscoring our value credentials, together with a tighter focus on customer favourites, some great innovations and some wonderful new products.”
Morrisons has doubled down on saying that its Market Street offering sets it apart from other supermarket chains and is something it will not be scrapping.
However, this comes after the chain closed 72 fresh meat and fish counters, 13 florists across its store estate as part of a savings drive. Alongside this, it shut down 52 supermarket cafés, 17 convenience stores, and 18 branches of its Market Kitchen grocery/takeaway fusion concept.
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