Morrisons has begun a major transformation of its UK supermarkets, aiming to create a more premium, farm shop-inspired experience. The project, called “Morrisons Magic” and led by commercial director Andrew Staniland, involves removing 2.500 items and introducing 500 new products with a more artisanal, quality edge.
The pilot store in Warrington has already implemented the changes, with positive feedback from customers. The strategy will be rolled out across the rest of the network in the coming months, with a particular focus on redesigning the “Market Street” area, which is dedicated to fresh meat, fish, vegetables and baked goods.
Here, the aim is to recreate a “farm shop” atmosphere, with products sold in aluminium trays already marinated, seasoned or breaded, ready to cook. The ready meals offer will also be revamped, including a collaboration with sushi chain YO!, to increase the variety of cuisines available. At the same time, Morrisons aims to maintain value with clear and targeted offers: bread, biscuits and drinks from £1, three fresh fruits for £5, and promotions on pizza and “pick and mix” baked goods. However, the price of the new “meal deals” will increase from £4 to £6.
Staniland stated to The Grocer: “The programme is well underway. The Warrington experiment is going very well and customers are appreciating the influence of the farm shops and the new value-added fresh produce.” Despite recent cuts – such as the closure of 72 meat and fish counters and 52 cafés – Morrisons insists that the Market Street area remains central to its identity.
