At the value end of the grocery spectrum sits Morrisons’ Fresh Look redesign programme. This puts its ‘Market Street’ area, typically featuring a combination of butcher, fishmonger, baker, cake shop, deli, pizza and hot food takeaway at the heart of the store.
Individual concepts can be trialled for rollout across the estate and sustainability is built in, with paper bags at checkouts and imperfect vegetables for sale. Morrisons is seeking to improve customers’ shopping trips without compromising on its price promise and judging by its inclusion on the Institute of Grocery Distribution’s shortlist of top five stores of the year globally, it’s succeeded.