Morrisons is relaunching its popular food counters in phases after receiving widespread backlash from customers. The major retailer scrapped its 35 meat and 35 fish bars, impacting 70 UK stores last year as part of a cost-cutting move. It also closed all 18 of its Market Kitchen sites, 52 cafes, 13 florists, and four pharmacies. The removal of these counters was felt by many Morrisons customers as a loss of personal interaction.
Customer Feedback Drives Reopening
Now, Morrisons is set to reopen several Market Street locations in the coming months. Signs have already appeared in stores reading “fresh cuts are back on the block” with “skilled butchers” returning. According to The Grocer, senior bosses acknowledge that the cost-cutting might have been exaggerated at the time. The reopening proposals are part of Morrisons' relaunch of its Magic strategy, which it outlined at its annual IGD conference in June.
New Features and Digital Modernisation
The counters will still feature the traditional manned service; however, they will also include flatbeds and more grab-and-go options as part of the upgrade. A Morrisons spokesperson said: “Our Market Street counters are part of our DNA. They are at the heart of our offer and a real differentiator for Morrisons.” The retailer also noted that the time since the closures was used to enhance counter-operation efficiency, specifically by improving waste yield. As part of the Market Street revival, a digital modernisation will be introduced, including the installation of electronic ordering screens at pizza counters.
Initial Locations and Customer Reactions
While further rollouts are expected over the coming months, the relaunch has already taken place at several locations, including Thornbury, Herne Bay, Newcastle’s Great Park, and Yeadon in Leeds. Speaking on the return of the counters, one person took to Facebook and wrote: “They add to the customer's experience, choice and interaction.” Customers slammed the closures last year. One person wrote on Reddit: “It is a shame as it does take the human element out of serving, which a lot of customers love.” Another added: “The one thing Morrisons had going for itself was its pizza/dessert/deli counters.”
