Morrisons rolls out new local stores

Morrisons has opened the first of its new-format convenience stores.

The ‘M-local’ in Ilkley is the first of three trial stores, which will be used to refine the offering and format before Morrisons rolls out more convenience stores across the UK. The two other trial stores in Cheshire and Widnes will be opened later this year.

The supermarket promises to keep a greater emphasis on fresh food, which will be prepared by skilled staff at nearby full-format Morrisons stores. 

It also promises that there will be no price premium on fresh products, stating that its research indicates that M-local fresh products will be 4-11% cheaper than other convenience stores.

Dalton Philips, chief executive of Morrisons, said: “Convenience is one of the fastest-growing sectors of the market and developing our offer in this channel is a key part of our growth strategy. We believe that convenient food doesn’t have to mean dull food. 

“The M-local offer will be different: a greater emphasis on fresh food and, critically, the same competitive prices for fresh food in M-local as in Morrisons will really set us apart from the competition. I’m confident that customers will find the M-local offer compelling and different and I look forward to hearing their feedback.”

Area manager Miles Foster said: “With our store at Ilkley we set ourselves the challenge of creating a convenience store that also offers great fresh food. We believe this store will serve families cooking from scratch, as well as people who want a meal that they can make in a hurry.”

The new store measures just under 3,000 sq ft and has been created after refitting a former college building.