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Wm Morrison Supermarkets, trading as Morrisons, is the fifth largest
supermarket A supermarket is a self-service shop offering a wide variety of food, beverages and household products, organized into sections. This kind of store is larger and has a wider selection than earlier grocery stores, but is smaller and more lim ...
chain in the
United Kingdom The United Kingdom of Great Britain and Northern Ireland, commonly known as the United Kingdom (UK) or Britain, is a country in Europe, off the north-western coast of the European mainland, continental mainland. It comprises England, Scotlan ...
. As of 2021, the company had 497 supermarkets across England, Wales and Scotland, as well as one in Gibraltar. The company is headquartered in Bradford, England. Founded in 1899 by William Morrison, hence the abbreviation Wm Morrison, it began as an egg and butter stall in Rawson Market, Bradford, England. Until 2004, Morrisons store locations were focused primarily in the North of England but, with the takeover of
Safeway Safeway is an American supermarket chain founded by Marion Barton Skaggs in April 1915 in American Falls, Idaho. The chain provides grocery items, food and general merchandise and features a variety of specialty departments, such as bakery, de ...
in that year, the company's presence increased significantly in the South of England, Wales and Scotland. As of February 2021, Morrisons employed 110,000 employees and served around 11 million customers each week. The company was listed on the
London Stock Exchange London Stock Exchange (LSE) is a stock exchange in the City of London, England, United Kingdom. , the total market value of all companies trading on LSE was £3.9 trillion. Its current premises are situated in Paternoster Square close to St Pa ...
until it was acquired by Clayton, Dubilier & Rice in October 2021. Morrisons' UK market share in September 2022 was 9.1% – behind
Tesco Tesco plc () is a British Multinational corporation, multinational groceries and general merchandise retailer headquartered in Welwyn Garden City, England. In 2011 it was the third-largest retailer in the world measured by gross revenues an ...
(26.9%), Sainsbury's (14.6%),
Asda Asda Stores Ltd. () (often styled as ASDA) is a British supermarket chain. It is headquartered in Leeds, England. The company was founded in 1949 when the Asquith family merged their retail business with the Associated Dairies company of Yorks ...
(14.1%) and Aldi (9.3%), but ahead of
Lidl Lidl Stiftung & Co. KG (; ) is a German international discount retailer chain that operates over 11,000 stores across Europe and the United States. Headquartered in Neckarsulm, Baden-Württemberg, the company belongs to the Schwarz Group, w ...
(7.1%).


History


Founding

The company was founded by William Morrison in 1899, who started the business as an egg and butter merchant in Rawson Market, Bradford, England, operating under the name of ''Wm Morrison Limited''. His son Ken Morrison took over the company in 1952, aged 21. In 1958, Morrisons opened a small shop in the city centre. It was the first self-service store in Bradford, the first store to have prices on its products, and it had three checkouts. The company opened its first supermarket, "Victoria", in the Girlington district of Bradford in 1961. In 1967, Morrisons became a
public limited company A public limited company (legally abbreviated to PLC or plc) is a type of public company under United Kingdom company law, some Commonwealth jurisdictions, and the Republic of Ireland. It is a limited liability company whose shares may be fre ...
listed on the
London Stock Exchange London Stock Exchange (LSE) is a stock exchange in the City of London, England, United Kingdom. , the total market value of all companies trading on LSE was £3.9 trillion. Its current premises are situated in Paternoster Square close to St Pa ...
.


Safeway

In March 2004, Morrisons acquired
Safeway Safeway is an American supermarket chain founded by Marion Barton Skaggs in April 1915 in American Falls, Idaho. The chain provides grocery items, food and general merchandise and features a variety of specialty departments, such as bakery, de ...
, a British supermarket chain which owned 479 stores, allowing Morrisons to have a larger presence in southern England. The company was purchased for £3.3 billion, comprising 1 new Morrisons share (enabling Safeway shareholders to have a 40% stake in the enlarged group and reducing the Morrison family's shareholding to 18%), plus 60 pence in cash (paid for by the divestment of 52 overlapping stores) for each Safeway share held. The acquisition quickly ran into difficulties caused in part by Safeway UK's outgoing management changing that chain's accounting systems six weeks before the transaction was completed. The result was a series of profit warnings being issued by Morrisons, poor financial results and a reversion to manual systems. The programme of store conversions from Safeway to Morrisons was the largest of its kind in British retail history, focusing initially on the retained stores which were freehold, over with separate car parks. Within a few weeks, Safeway carrier bags were replaced by those of Morrisons and Morrisons own-brand products began to appear in Safeway stores. Originally 52 shops were to be compulsorily divested after the takeover. Two closed for other reasons,
John Lewis Partnership The John Lewis Partnership plc (JLP) is a British company which operates John Lewis & Partners department stores, Waitrose & Partners supermarkets, its banking and financial services, and other retail-related activities. The privately-held p ...
purchased 19 to be part of its
Waitrose Waitrose & Partners (formally Waitrose Limited) is a brand of British supermarkets, founded in 1904 as Waite, Rose & Taylor, later shortened to Waitrose. It was acquired in 1937 by employee-owned retailer John Lewis Partnership, which still se ...
chain, while J Sainsbury plc purchased a further 14, and Tesco bought 10 in October 2004. At the time Morrisons chose not to move into the convenience store sector (although it has since done so with its
M Local My Local was a chain of 130 convenience shops in the United Kingdom. Funded by the private equity house and turnaround specialists Greybull Capital, My Local was formed in 2015 to acquire Morrisons struggling chain of M Local convenience shops wi ...
stores). Further to this policy decision, it was announced in late 2004 that the 114 smaller 'Safeway Compact' stores would be sold off to rival supermarket chain Somerfield in a two-part deal worth £260.2 million in total. In
Northern Ireland Northern Ireland ( ga, Tuaisceart Éireann ; sco, label=Ulster-Scots, Norlin Airlann) is a part of the United Kingdom, situated in the north-east of the island of Ireland, that is variously described as a country, province or region. North ...
Morrisons sold the
Safeway stores Safeway is an American supermarket chain founded by Marion Barton Skaggs in April 1915 in American Falls, Idaho. The chain provides grocery items, food and general merchandise and features a variety of specialty departments, such as bakery, del ...
, and a store in Bangor that opened after the Morrisons takeover, to Asda. One of the largest single purchases in 2005 was that of five stores by Waitrose. On 18 July 2006, a further six stores were sold to Waitrose, including the former Safeway store in
Hexham Hexham ( ) is a market town and civil parish in Northumberland, England, on the south bank of the River Tyne, formed by the confluence of the North Tyne and the South Tyne at Warden nearby, and close to Hadrian's Wall. Hexham was the administ ...
, Northumberland, which became England's most northerly Waitrose branch. In May 2005, Morrisons announced the closure of Safeway's joint venture convenience store/petrol station format with BP. Under the deal, the premises had been split 50/50 between the two companies. Morrisons also sold Safeway's
Channel Islands The Channel Islands ( nrf, Îles d'la Manche; french: îles Anglo-Normandes or ''îles de la Manche'') are an archipelago in the English Channel, off the French coast of Normandy. They include two Crown Dependencies: the Bailiwick of Jersey ...
stores, in Guernsey and
Jersey Jersey ( , ; nrf, Jèrri, label=Jèrriais ), officially the Bailiwick of Jersey (french: Bailliage de Jersey, links=no; Jèrriais: ), is an island country and self-governing Crown Dependencies, Crown Dependency near the coast of north-west F ...
, to
CI Traders CI or Ci may refer to: Business terminology * Customer intelligence, a discipline in marketing * Competitive intelligence * Corporate identity * Continual improvement * Confidential information Businesses and organisations Academia and educat ...
where the stores continued to trade as
Safeway Safeway is an American supermarket chain founded by Marion Barton Skaggs in April 1915 in American Falls, Idaho. The chain provides grocery items, food and general merchandise and features a variety of specialty departments, such as bakery, de ...
, although the products they sold carried the brand names of chains such as
Iceland Iceland ( is, Ísland; ) is a Nordic island country in the North Atlantic Ocean and in the Arctic Ocean. Iceland is the most sparsely populated country in Europe. Iceland's capital and largest city is Reykjavík, which (along with its ...
. In 2011, Sandpiper CI/CI Traders sold the Channel Island Safeway stores to
Waitrose Waitrose & Partners (formally Waitrose Limited) is a brand of British supermarkets, founded in 1904 as Waite, Rose & Taylor, later shortened to Waitrose. It was acquired in 1937 by employee-owned retailer John Lewis Partnership, which still se ...
and the Safeway brand disappeared from the Channel Islands. On the Isle of Man, the Douglas store was sold to Shoprite and the Ramsey store was sold to The Co-operative Food. The Gibraltar store was originally marketed for sale, but was ultimately converted. In November 2006, plans were submitted for the extension and redevelopment of the store to introduce the full Morrisons format. In September 2005, the company announced the closure of former Safeway depots in Kent, Bristol and Warrington with the loss of 2,500 jobs. The Kent depot has since been sold to upmarket rival
Waitrose Waitrose & Partners (formally Waitrose Limited) is a brand of British supermarkets, founded in 1904 as Waite, Rose & Taylor, later shortened to Waitrose. It was acquired in 1937 by employee-owned retailer John Lewis Partnership, which still se ...
, whilst Warrington was sold to frozen food rival Iceland. Part of the Bristol depot has been sold off to Gist. The store conversion process was completed on 24 November 2005 when the final Safeway fascia disappeared from the UK.


Morrison family step down

Following the acquisition of Safeway, Morrisons encountered a number of difficulties. The company had issued five profits warnings since the acquisition, and it was felt that the original Morrisons northern format did not work as well in some of the former Safeway stores in the south. To reinvigorate its new national image, Morrisons appointed the Dutchman
Marc Bolland Marc Bolland (born 28 March 1959) is a Dutch businessman, who was the CEO of Marks & Spencer, after having been CEO of UK supermarket company Morrisons. Biography Early life He received a bachelor's degree from the Hotelschool The Hague, an ...
(the chief operating officer of Heineken), as its new Chief Executive. On 13 March 2008, Sir Ken Morrison retired as chairman after 55 years at the company and was made Honorary President.


Expansion and partnerships

When the
Co-operative Group Co-operative Group Limited, trading as Co-op, is a British consumer co-operative with a group of retail businesses including food retail, wholesale, e-pharmacy, insurance and legal services, and funeral care. The Co-operative Group has over ...
completed its takeover of the Somerfield supermarket chain in March 2009, it was required to sell a number of stores by the Competition Commission. Morrisons purchased 35 stores from the combined group, mostly trading under the Somerfield fascia. These new stores were the first of more than 100 identified by Morrisons for expansion into smaller supermarkets as it aims to have a store within 15 minutes of every UK home. Following Marc Bolland's departure to become the CEO of Marks & Spencer in December 2009,
Dalton Philips Timothy David Dalton Philips (born 18 February 1968) is an Irish businessman. He was the CEO of the UK supermarket chain Morrisons from January 2010 until March 2015, when he was succeeded by David Potts. He is currently the chief executive of ...
was appointed as his replacement in January 2010. In 2010, Morrisons signed a deal with budget retailer Peacocks, the first concession store opened as part of a refurbishment at the retailer's store in Idle, Bradford. The Peacocks section was rolled out into other stores before launching its own childrens-wear brand 'Nutmeg' into 85 stores on 21 March 2013. The first Morrisons M local store opened in Ilkley, Yorkshire, in 2011. All M Local stores were later rebranded under the short-lived " My Local" chain in 2015. In December 2012, a television advertising campaign which showed a child giving a dog pieces of
Christmas pudding Christmas pudding is sweet dried-fruit pudding traditionally served as part of Christmas dinner in Britain and other countries to which the tradition has been exported. It has its origins in medieval England, with early recipes making use o ...
was criticised by the British Veterinary Association and the Kennel Club. Christmas pudding contains raisins, which can be harmful to dogs, which led to concern that the behaviour in the clip could be copied with detrimental consequences for animals. A spokesman for Morrisons stated that it had sought veterinary advice before the shoot, at which a vet was present. Advice given was that "...there would be minimal, if any, risk to a dog of serious toxic reaction should a small amount, in relation to its body weight, of Christmas cake or pudding be consumed on a one-off basis." In May 2013, Morrisons announced a partnership with Ocado to use its technology systems and distribution infrastructure to help launch its own online service.


Restructuring

Richard Pennycook, who had joined Morrisons in October 2005, was replaced as Chief Financial Officer at Morrisons in June 2013 by Trevor Strain, previously Finance Director Corporate. In February 2014, it emerged that younger members of the founding Morrison family, who own 10% of the company and who are thought to include two of Honorary President Sir Ken Morrison's children, William Morrison Junior and Andrea Shelley, along with Sir Ken Morrison's niece and her husband, Susan and Nigel Pritchard, had approached a number of private equity firms about taking the company private. They were said to be extremely unhappy about the company's disastrous financial performance, and the corporate strategy being undertaken by Dalton Philips. Following a new three-year corporate strategy revealed in March 2014 aimed at recovering sales and market share, at Morrisons Annual General Meeting in June 2014, Morrisons former chairman Sir Ken Morrison criticised Dalton Philips and his new board of directors for destroying the company he inherited from his father. Sir Ken Morrison's views were backed up by his nephew Chris Blundell, who controls most of the remaining family stake in the supermarket, who also told the board it needed rescuing, and welcomed the decision by chairman Sir Ian Gibson to leave the business in June 2015, after months of pressure. In June 2014, Morrisons announced that plans had been put in place to cut 2,600 jobs as a result of changes to its management structure. Morrisons stated that it had trialled the new structure and believed that better performance was achieved via these methods. These cuts would primarily affect department manager and supervisory positions. Morrisons would create 1,000 jobs in Morrisons M local convenience stores and 3,000 in new supermarkets. Following this, Morrisons sold its distribution centre in Kent to a real estate investment company for £97.8 million. The depot in Kemsley was to be immediately leased back to the supermarket chain on a 25-year agreement, for a rent of £5.4 million per annum. Following a 3.1% drop in like-for-like sales in the Christmas 2014 trading period, Sir Ian Gibson stood down six months early and was replaced by former
Tesco Tesco plc () is a British Multinational corporation, multinational groceries and general merchandise retailer headquartered in Welwyn Garden City, England. In 2011 it was the third-largest retailer in the world measured by gross revenues an ...
chief financial officer Andrew Higginson at the end of January 2015. On 25 February 2015, Morrisons named former Tesco director David Potts as its new chief executive. Dalton Philips and five additional executives also left the company in March 2015. Morrisons also announced the closure of 10 small loss-making stores (eight former
Netto UK Netto was a discount supermarket chain in the United Kingdom. Netto arrived in the United Kingdom in December 1990, as part of an internationalisation process by its Danish owner, Salling Group. By May 2010, it operated 193 stores, before it w ...
stores and two former Somerfield stores, bought under Philips's leadership) in
Cramlington Cramlington is a town and civil parish in Northumberland, England, 6 miles (9 kilometres) north of Newcastle upon Tyne, and 10 miles (16 kilometres) north of its city centre. The name suggests a probable founding by the Danes or Anglo-Saxons. T ...
,
Accrington Accrington is a town in the Hyndburn borough of Lancashire, England. It lies about east of Blackburn, west of Burnley, east of Preston, north of Manchester and is situated on the culverted River Hyndburn. Commonly abbreviated by locals ...
, Ravensthorpe, Bransholme (
Hull Hull may refer to: Structures * Chassis, of an armored fighting vehicle * Fuselage, of an aircraft * Hull (botany), the outer covering of seeds * Hull (watercraft), the body or frame of a ship * Submarine hull Mathematics * Affine hull, in affi ...
), Telford,
West Bromwich West Bromwich ( ) is a market town in the borough of Sandwell, West Midlands, England. Historically part of Staffordshire, it is north-west of Birmingham. West Bromwich is part of the area known as the Black Country, in terms of geography ...
, Wallasey ( Seacombe), Newton le Willows, Rugby and Crawley. In addition, six unprofitable convenience stores would close, and the roll-out of the convenience store chain would be slowed, as a batch of 40 sites would no longer be bought. In June 2015, Morrisons cut the price of 200 'everyday items' by up to 33% The store chain's like-for-like sales had fallen by 2.9% in the first three months of 2015—after falling 2.6% in the last three months of 2014. The company responded by deciding to 'simplify' its head office in Bradford—at the cost of 720 jobs. In September 2015, Morrisons announced the sale of its 140 M Local stores to Mike Greene and Greybull Capital, to be re-branded My Local, for £25 million and that it planned to close 11 supermarkets, costing a reported 900 jobs. Following on from this in January 2016 Morrisons bosses announced that a further 7 stores would be closing to help optimise their existing assets and address areas of underperformance. Following a well-publicised crash in UK milk prices in November 2015, Morrisons launched a variety milk labelled 'For Farmers', with a large Union Jack on the label, promising an extra 23p per 4 pint bottle of milk to be given to farmers – equivalent to 10p per litre. Following complaints, Morrisons explained the extra money went to the supplier of the milk, Arla Foods, to be divided among several countries, with a fifth of the 23p going to UK farmers. Morrisons later changed the scheme in 2017, so the total additional payment went directly to a selected group of 300 British farmers. A smaller group of 50 farmers were tasked with supplying the range, with additional welfare standards applied to the production of the milk. From March 2020, the company aimed to cut down 3,000 management roles and created 7,000 shop floor jobs as part of its restructuring plan. In December 2020, Morrisons was criticised for retaining Paula Vennells on its board, despite her role as CEO of the Post Office during the subpostmasters' scandal and criticism of her leadership there as "both cruel and incompetent" by a Conservative peer and various MPs. Vennells left her role as a non-executive director on 26 April 2021.


Takeover

In June 2021, Morrisons rejected a £5.5 billion takeover bid from private equity firm Clayton, Dubilier & Rice believing it would have “significantly undervalued” the company. In July 2021, the company was subject to a separate takeover bid, valuing the company at £6.3 billion ($8.7 billion), with the proposed takeover being led by US private equity firm, Fortress Investment Group and backed by the Canada Pension Plan and
Koch Industries Koch Industries, Inc. ( ) is an American privately held multinational conglomerate corporation based in Wichita, Kansas and is the second-largest privately held company in the United States, after Cargill. Its subsidiaries are involved in th ...
. This bid was provisionally accepted by the board, subject to shareholder approval on 3 July 2021. Following the announcement of the agreement with Fortress it was announced that Apollo Global were also considering making a further offer, which led to speculation that a bidding war may commence. However, on 20 July 2021, Apollo Global confirmed that they would not seek to make a bid but would instead support the bid that had been made by Fortress Investment Group. On 6 August 2021, the private equity consortium led by Fortress increased its offer to £6.7 billion ($9.29 billion) after Silchester International Investors, Morrisons largest shareholder, said the previous offer was too low. The Morrisons board once again recommended the deal to shareholders. However, on 19 August 2021 an improved offer of £7 billion from Clayton, Dubilier & Rice was recommended by the board of Morrisons to shareholders with the board dropping its recommendation for Fortress's offer of £6.7 billion. Consequently, on 2 October 2021, it was announced that Clayton, Dubilier & Rice had won the auction to acquire Morrisons with the aforementioned bid of £7 billion. The takeover was approved by the High Court on 26 October 2021.


Recent history

On 16 August 2021, a worker led a protest against the company for raising deformed birds at four of its intensive farms. The Independent reported that campaigners from Open Cages, Animal Equality UK and The Humane League UK were "urging Morrisons to sign the Better Chicken Commitment (BCC) – a policy which bans the use of fast-growing breeds and aims to ensure birds are given natural light and more space". It was reported that the fast growing birds could suffer lameness and heart attacks, and were raised in cramped conditions. In response to the investigation, the company responded: "We care deeply about animal welfare and require all our suppliers to maintain the highest standards. We have asked
he supplier He or HE may refer to: Language * He (pronoun), an English pronoun * He (kana), the romanization of the Japanese kana へ * He (letter), the fifth letter of many Semitic alphabets * He (Cyrillic), a letter of the Cyrillic script called ''He'' in ...
to conduct a full investigation and report back to us." In May 2022, Morrisons purchased McColl's in a pre-packaged insolvency arrangement with its administrator.


Financial performance

The financial results have been as follows:


Current operations

In July 2020, Morrisons had 497 superstores in the United Kingdom, including those it retained following its purchase of Safeway plc. Until 2004, Morrisons superstores were largely concentrated in the
English Midlands The Midlands (also referred to as Central England) are a part of England that broadly correspond to the Kingdom of Mercia of the Early Middle Ages, bordered by Wales, Northern England and Southern England. The Midlands were important in the In ...
and the North of England, but had expanded southwards, beginning with a store at
Erith Erith () is an area in south-east London, England, east of Charing Cross. Before the creation of Greater London in 1965, it was in the historical county of Kent. Since 1965 it has formed part of the London Borough of Bexley. It lies nort ...
, Greater London, which opened in 1998. In April 2021, Morrisons said that it will stop selling plastic bags and will remove them from its stores and will replace them with paper bags as a move to cut the plastic use.


Store formats

Most Morrisons superstores have produce in ''Market Street''. Packaged meat is near or next to the butcher's counter, the
delicatessen Traditionally, a delicatessen or deli is a retail establishment that sells a selection of fine, exotic, or foreign prepared foods. Delicatessen originated in Germany (original: ) during the 18th century and spread to the United States in the m ...
with cheese fridge nearby, and a rotisserie counter named ''Oven Fresh''.


Convenience stores

Following the failure of the supermarket's M Local stores, Morrisons returned to the convenience market in 2016 with a new chain of five trial forecourt stores under the Morrisons Daily brand in partnership with Motor Fuel Group. Soon after in 2017, this trial ended with the stores closed and a new partnership was formed with
Rontec Rontec is the 3rd largest independent operator of petrol stations in the United Kingdom, with around 260 sites. The company is headquartered in Watford. Some sites are branded Shop'n Drive, and others are branded Morrisons Daily in a partnership ...
to open 40 stores across the company's forecourts. In 2019, Morrisons Daily stores operated by MPK Garages and Essar began to trade under a similar deal. In 2018, Morrisons agreed on a franchise and wholesale supply deal with SandpiperCI to operate 43 Morrisons Daily convenience stores in the Channel Islands, which were previously operated under the Nisa brand. By 2022, SandpiperCI had converted 19 of their stores in the Channel Islands to the Morrisons Daily format, including the former Benest's of Millbrook store at Lisbon House. A partnership agreement in 2021 saw Morrisons and McColl's committing to the conversion of 300 existing McColl's convenience stores into Morrisons Daily stores over the next three years, following a successful trial of 30 conversions in the months prior. This extension is of a deal, first struck in 2017, which sees Morrisons acting as McColl's sole supplier until at least 2027, with the supermarket currently supplying over 1,200 of their stores. Morrisons revived the Safeway brand in 2016 for use in stores of its wholesale customers and in Morrisons Daily stores, along with two MPK Garages forecourt stores which operate with Safeway Daily branding.


Online retail

In 2012, the group launched its first retail website called "Morrisons Cellar" selling wine from around the world. Unlike its major competitors, Morrisons did not make an early entry into offering online shopping. In May 2013 Morrisons announced a partnership with Ocado to use its technology systems and distribution infrastructure to help launch its own online service. Morrisons also signed a deal with
Amazon Amazon most often refers to: * Amazons, a tribe of female warriors in Greek mythology * Amazon rainforest, a rainforest covering most of the Amazon basin * Amazon River, in South America * Amazon (company), an American multinational technolog ...
to supply products for their
Prime Pantry Amazon Prime is a paid subscription service from Amazon which is available in various countries and gives users access to additional services otherwise unavailable or available at a premium to other Amazon customers. Services include same, one- ...
.


Market share

In September 2022, Morrisons' UK market share was 9.1%, making it the fifth-largest supermarket. According to CACI, as of 2006, Morrisons had market dominance in 10 postcode areas; SY (
Shrewsbury Shrewsbury ( , also ) is a market town, civil parish, and the county town of Shropshire, England, on the River Severn, north-west of London; at the 2021 census, it had a population of 76,782. The town's name can be pronounced as either 'S ...
), LD ( Llandrindod Wells), WS ( Walsall), TS ( Teesside), TD ( Hawick), BD ( Bradford), HG ( Harrogate), LS (
Leeds Leeds () is a City status in the United Kingdom, city and the administrative centre of the City of Leeds district in West Yorkshire, England. It is built around the River Aire and is in the eastern foothills of the Pennines. It is also the thi ...
), WF (
Wakefield Wakefield is a cathedral city in West Yorkshire, England located on the River Calder. The city had a population of 99,251 in the 2011 census.https://www.nomisweb.co.uk/census/2011/ks101ew Census 2011 table KS101EW Usual resident population ...
) and HD (
Huddersfield Huddersfield is a market town in the Kirklees district in West Yorkshire, England. It is the administrative centre and largest settlement in the Kirklees district. The town is in the foothills of the Pennines. The River Holme's confluence into t ...
).


Vertical integration

Unlike the other UK supermarkets, Morrisons manufacture a substantial volume of their own food products at sites across the UK.


Home-delivery service

In June 2020, Morrisons introduced a revamped doorstep subscription program targeting elderly and vulnerable people who cannot go shopping in supermarkets. The service is open to anyone residing within 10 miles of a Morrisons shop.


Former operations


Kiddicare

In 2011, Morrisons bought children's retailer Kiddicare for £70m to give it the knowledge to sell clothing and homewares online. In 2012 10 former Best Buy stores from the Carphone Warehouse were acquired to expand Kiddicare into retail stores. Kiddicare was sold to the Endless private equity firm for £2 million in July 2014, and sold on to Worldstores two months later for an undisclosed sum.


FreshDirect

Morrisons purchased a 10% stake in New York-based online grocer FreshDirect for £31 million in 2011. After having sent a team to New York to learn from the business ahead of the predicted launch in 2013, Morrisons began a home delivery initiative in January 2014. In March 2014 Morrisons CEO Dalton Phillips announced the company had agreed to sell its stake in FreshDirect due to financial difficulties the company was facing and, as it had set up its own online shopping site, it no longer needed FreshDirect. The sale was completed in August 2016 for £45 million.


Convenience stores

The company operated a number of smaller stores called "Morrisons M Local" in major places such as
Birmingham Birmingham ( ) is a city and metropolitan borough in the metropolitan county of West Midlands in England. It is the second-largest city in the United Kingdom with a population of 1.145 million in the city proper, 2.92 million in the We ...
,
Manchester Manchester () is a city in Greater Manchester, England. It had a population of 552,000 in 2021. It is bordered by the Cheshire Plain to the south, the Pennines to the north and east, and the neighbouring city of City of Salford, Salford to ...
,
Cardiff Cardiff (; cy, Caerdydd ) is the capital city, capital and List of urban areas in the United Kingdom, largest city of Wales. It forms a Principal areas of Wales, principal area, officially known as the City and County of Cardiff ( cy, Dinas a ...
and
Bristol Bristol () is a city, ceremonial county and unitary authority in England. Situated on the River Avon, it is bordered by the ceremonial counties of Gloucestershire to the north and Somerset to the south. Bristol is the most populous city i ...
. These stores had a similar format to small
Tesco Express Tesco plc () is a British multinational groceries and general merchandise retailer headquartered in Welwyn Garden City, England. In 2011 it was the third-largest retailer in the world measured by gross revenues and the ninth-largest in th ...
and Sainsbury's Local stores, but included a wider range of ready-to-eat hot food such as pastries, coffee, rotisserie, porridge and also a salad bar. Items were supplied from nearby superstores and shoppers could also order foods, including fresh meat and fish. A distribution centre in Feltham, West London was acquired to provide a distribution network to the stores in London and the South East where there are relatively few Morrisons superstores. Around 70 stores were opened by the end of 2013, boosted by the purchase of 7 Jessops and 49
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stores from administrators. On 26 February 2013, a further six HMV stores were acquired from administrators. The M Local chain was sold to a private equity group in 2015 and rebranded My Local, but entered administration itself less than a year later.


Marketing and branding


Logos and slogans

On 15 March 2007, Morrisons unveiled a new "more modern brand image", which was rolled out to all stores, vehicles and distribution sites. This kept the main 'Morrisons' signage and colour scheme, while replacing the familiar 'M' logo. The low price in-house brand, ''Bettabuy'', was also changed to a 'more modern' brand called ''Morrisons Value'', which was again rebranded to ''M Savers'' in January 2012. The change saw the replacement of the old yellow and black logo, with the 'More Reasons To Shop at Morrisons' strap line replaced with 'Fresh Choice For You'. In 2010 this was replaced by 'Eat Fresh. Pay Less'. This was later changed again in 2013 to 'More Of What Matters'. It also involved the replacement of external signage, with the previous ''Morrisons'' signs being retained alongside the new logo, as well as changes to product packaging, point of sale, advertising, staff uniforms (replacing the old blue ties and bows with green ones) and distribution vehicles. The rationale behind the decision was the need for Morrisons to attract a wider national customer base, capitalising on its expanded geographical spread following the acquisition of Safeway. In 2016, Morrisons released a new logo and slogan 'Morrisons Makes It' to try and draw on the brand's heritage, with the new logo being installed on all store signs as well as new uniforms and new in-store looks. As well as this, the capital M, as seen on the top of the other logos, is removed and instead replaced at the bottom, 'Since 1899' and above the I, are yellow flower petals. As well as this, all of the letters, apart from the M, are all turned into lowercase letters.


Loyalty card

The Match & More card price matched the chain's customers' comparable grocery shopping in store and online with Aldi,
Lidl Lidl Stiftung & Co. KG (; ) is a German international discount retailer chain that operates over 11,000 stores across Europe and the United States. Headquartered in Neckarsulm, Baden-Württemberg, the company belongs to the Schwarz Group, w ...
, Tesco, Sainsbury's and
Asda Asda Stores Ltd. () (often styled as ASDA) is a British supermarket chain. It is headquartered in Leeds, England. The company was founded in 1949 when the Asquith family merged their retail business with the Associated Dairies company of Yorks ...
. If a customer spent £15 or more and could have paid less for their comparable groceries, Morrisons automatically gave them the difference in points on their card at the checkout. For 1p difference in the cost of shopping, customers got 10 Match points—and for £1 difference they got 1,000 points. The difference was calculated at the checkout on national brands and comparable own label products and fresh food, even those that are on promotion elsewhere. In 2016 the Match & More loyalty cards were rebranded as the "More" loyalty card and all customers were issued a new card in line with the rebranding. The loyalty scheme was rebranded once again in May 2021 as "My Morrisons", in line with the company dropping the points collection feature.


Product ranges

Morrisons stocks thousands of lines sold under their own brands. These include Morrisons Savers, formerly M Savers, an economy brand including items ranging from food and drink to toiletries, in 2015 the UK's fastest-growing grocery brand.


Tommy's Afternoon Tea Box

Morrisons has launched a special 'Tommy's Afternoon Tea Box' to support shoppers mark the end of World War Two anniversary on 2 September 2020. The boxes benefit the Tommy Tea initiative through the Royal British Legion Industries (RBLI), with £1 on every box heading to the charity, as well as an additional £10,000 provided by the company.


Distribution

In 2005, Morrisons purchased part of the collapsed Rathbones Bakeries, which supplied Morrisons bread, for £15.5 million. In 2007, Morrisons opened a new Distribution Centre in Swindon and announced that it had bought a new site on Junction 23 of the M5 in
Bridgwater Bridgwater is a large historic market town and civil parish in Somerset, England. Its population currently stands at around 41,276 as of 2022. Bridgwater is at the edge of the Somerset Levels, in level and well-wooded country. The town lies alon ...
in Somerset, for redevelopment as a fresh produce packing facility. In 2011, Morrisons opened a new 767,500 sq/foot distribution centre in Bridgwater as part of the £11 million redevelopment project. This project also created 1,200 new jobs. Following the opening of the new distribution centre the Swindon depot was no longer required, and it was closed in December 2011.


See also

*
List of supermarket chains in the United Kingdom A ''list'' is any set of items in a row. List or lists may also refer to: People * List (surname) Organizations * List College, an undergraduate division of the Jewish Theological Seminary of America * SC Germania List, German rugby union ...
* Mainstop


References


External links

* {{Authority control 1899 establishments in England 1960s initial public offerings 2021 mergers and acquisitions Retail companies established in 1899 British brands British companies established in 1899 Companies based in Bradford Supermarkets of Gibraltar Supermarkets of the United Kingdom Companies formerly listed on the London Stock Exchange Private equity portfolio companies