Independent retailers Ashit and Hitesh Patel have relaunched their East London store as a Morrisons Daily, joining the supermarket’s fast-growing franchise network.
The 4,100 sq ft site in Virginia Quay is managed by executive manager Sivakumar S Pandian and sits in a busy residential area with a large student population and strong commuter footfall from the nearby Docklands Light Railway station.
By converting to the Morrisons Daily format, the Patel family aims to take the business “to the next level” with the support of a nationally recognised brand. The move gives local shoppers access to a wider offer of fresh and ambient groceries, Morrisons’ own-brand range, and rewards through the More Card loyalty programme.
Sivakumar S Pandian said: “Our store has always played an important role in serving the local community and we’re excited to take it to the next stage as a Morrisons Daily. Partnering with such a well-known brand means we can offer our customers more choice and value, while continuing to provide the convenient service they rely on us for every day.”
The new Morrisons Daily store in Virginia Quay
Morrisons said the new opening highlights the value of its franchise model for independent operators.
Victoria Lockie, Head of Wholesale Strategic Projects & Acquisitions at Morrisons, commented: “We’re delighted to expand our presence in London with the opening of the Virginia Quay store and to welcome new partners to the Morrisons Daily family. The store showcases the breadth and depth of our own-brand range and is a great example of how our franchise model supports independent retailers while bringing local customers even more of the great value, range and quality Morrisons is known for.
“The team have worked incredibly hard to ensure that the needs of their customers are met, enabling them to enjoy their local community store.”
Morrisons now has more than 700 franchise stores trading in forecourts and neighbourhood locations across the UK.
Morrisons has also announced a new 'Spend-Stretch' promotion exclusively for its franchise partners, giving More Card customers 1,500 bonus points when they spend £15 or more – a move designed to drive loyalty and boost basket spend.