Supermarket Morrisons has set its sights on the convenience sector, unveiling ambitious plans to convert up to 250 independent stores into Morrisons Daily outlets over the coming year, with the south and Midlands forming the epicentre of this drive.
The move signals a fresh commercial offensive from the supermarket giant as it seeks to cement its place in regions where its store presence is weakest, building on its 2022 acquisition and rebranding of 1,000 McColl’s sites.
The expansion will primarily target areas where Morrisons has a limited presence, such as cities in the south and the Midlands, The Telegraph reported.
This move signifies a significant acceleration of the supermarket's growth plans, with Morrisons set to open approximately 160 of its convenience stores this year.
According to media reports, shop owners are being courted by Morrisons with the promise of supermarket-standard product ranges, which now totals over 7,000 SKUs, including fresh food, meat, bakery and premium private label lines and the operational backing of Morrisons’ improved national supply chain.
Franchisees will also benefit from competitive wholesale pricing and access to a suite of best-selling items tailored to local demographics, while Morrisons itself enjoys the capital-light advantages of rapid franchised expansion.
The retailer, under its new convenience division chief Peter Batt, has signaled a doubling down on the sector amid pressure from falling market share at its legacy supermarket operations.
Batt came on board last month after exiting Nisa, now known as Co-op Wholesale, late last year.
Most recent brand new Morrisons Daily store opened earlier this month in Shoreditch in partnership with Eleni Retail Ltd.
The store is operated by Eleni Retail Ltd and run by Satar and Mgdad, whose family has successfully operated a number of convenience stores across London for many years.
At the opening, Victoria Lockie, Head of Wholesale Strategic Projects & Acquisitions at Morrisons, commented, “We’re really excited to bring our quality products to even more people in London with the new Shoreditch store, as well as welcoming some fantastic new partners to the Morrisons Daily family.
"This store includes a wide variety of our own brand range and it’s a great example of how our franchise model helps independent retailers while giving local customers even more of the value, range and quality they expect from Morrisons."