Overview

• Morrisons is rolling out a 'farm shop'–style transformation across all UK stores, emphasizing fresh produce and premium pre-packaged items for home cooks.
• The retailer has expanded its More Card loyalty scheme, allowing customers to earn points with over 300 external brands, including eBay, Just Eat, and Expedia.
• As part of the overhaul, Morrisons has introduced branded bays featuring major names like BrewDog, Coca-Cola, Pepsi, and Myprotein.
• The strategy includes cost-cutting measures, with closures announced for 72 meat and fish counters, 52 cafés, 17 convenience stores, 13 florists, and all 18 Market Kitchen sites.
• Morrisons has secured an exclusive sponsorship of Clarkson's Farm season four to reinforce its commitment to British-sourced, farm-fresh food.