Morrisons is trying to be better, putting new ideas for stores and food front and centre of the business in an effort to improve results.
Chief executive David Pots said: “[The] turnaround is based on improving the shopping trip for customers, making Morrisons more popular and accessible.”
And to do that, it’s doing everything it can.
It’s introduced paper bags at the checkout, new ranges of “Naturally Wonky” veg and “Too Good to Waste” boxes , donated more than five million edible items to over 450 local community groups, and updated 300 of its stores as part of its “Fresh Look” improvements.
It’s also partnered with the likes of Amazon, Doddle and Timpson to bring new services to customers in stores, is introducing electric car charging points as well as and tyre change services in our car parks, with partners including We Buy Any Car, Car Park Valeting and Autoglass.
Then there are currency exchange kiosks for travel money and even barber shops.
But it’s their new stores that are really catching the eye.
The new Wood Green store in London was the first to be designed around a food market and food-to-go, but things are even better in Cambridgeshire.
Last year hundreds of people turned up to look around the new Morrisons branch in St Ives on its opening day.
A main feature of the store is its “Market Street” that includes a butcher, fishmonger, cake shop, deli, pizza and hot food takeaway and bakery.
The Market Street café also comes with outside seating for warm weather.
And that’s before we get to the petrol station, takeaway pizza, clothing and even free Wi-Fi.
Local producers for the store were chosen by Morrisons buyers, local residents and members of the Cambridgeshire Women’s Institute.
Watergull Orchards, a family business based in Wisbech, supplies the store with apple juice for example – made from 100% Cambridgeshire apples with no added sweeteners, preservatives or colourings.
“I’ve worked in Morrisons for a long time. This store is completely different from any other store I’ve been in,” Luci Lumb, 28, the admin, cash and price integrity manager, told Cambridgeshire Live at the opening .
“We’ve got a lot of trials on that could be rolled out to the company – printer bays, hot pizza, a barista bar.”
And the 25,000 square foot Harrison Way shop isn’t just impressing staff.
The new store has been shortlisted as one of top grocery stores globally, from a list of 750 stores in 50 countries.
“We were delighted that our new store in St Ives, Cambridgeshire, was selected by the Institute of Grocery Distribution from over 750 stores in more than 50 countries, for its shortlist of the top 5 stores of the year globally,” Morrisons said in a statement.
And the shoppers?
“It’s got a lot more choice here and it’s a lot more competitive on price,” St Ives resident Carol Trop, 51, told Cambridshire Live.
“I think it’s lovely.”