Morrisons
Overview
 
Wm Morrison Supermarkets plc is the fourth largest chain of supermarkets in the United Kingdom, headquartered in Bradford
Bradford
Bradford lies at the heart of the City of Bradford, a metropolitan borough of West Yorkshire, in Northern England. It is situated in the foothills of the Pennines, west of Leeds, and northwest of Wakefield. Bradford became a municipal borough in 1847, and received its charter as a city in 1897...

, West Yorkshire, England. The company is usually referred to and is branded as Morrisons formerly Morrison's, and it is part of the FTSE 100 Index
FTSE 100 Index
The FTSE 100 Index, also called FTSE 100, FTSE, or, informally, the footsie , is a share index of the 100 most highly capitalised UK companies listed on the London Stock Exchange....

 of companies. Morrisons' market share as of December 2008 was 11.8%, making it the smallest of the "Big Four" supermarkets, behind Tesco
Tesco
Tesco plc is a global grocery and general merchandise retailer headquartered in Cheshunt, United Kingdom. It is the third-largest retailer in the world measured by revenues and the second-largest measured by profits...

 (30.9%),
Asda
Asda
Asda Stores Ltd is a British supermarket chain which retails food, clothing, general merchandise, toys and financial services. It also has a mobile telephone network, , Asda Mobile...

 (16.8%) and Sainsbury's (16%), but ahead of the fifth place Co-operative Group
The Co-operative Group
The Co-operative Group Ltd. is a United Kingdom consumer cooperative with a diverse range of business interests. It is co-operatively run and owned by its members. It is the largest organisation of this type in the world, with over 5.5 million members, who all have a say in how the business is...

, which had a share of 4.4%.

Founded in 1899 by William Morrison
William Morrison (businessman)
William Morrison was the founder of the Morrisons supermarket chain.-Career:Brought up in Bradford, William Morrison started selling eggs and butter on a wholesale basis in 1899. Shortly afterwards he opened a stall in Bradford and then others in nearby towns...

, hence the abbreviation Wm Morrison, it began as an egg and butter stall in Rawson Market
Rawson Quarter
The Rawson Quarter is a shopping centre in central Bradford, bound by Godwin Street, James Street, John Street and Rawson Place. It stands on the site of the former Rawson Market, between the Kirkgate Shopping Centre and Oastler Shopping Centre....

, Bradford
Bradford
Bradford lies at the heart of the City of Bradford, a metropolitan borough of West Yorkshire, in Northern England. It is situated in the foothills of the Pennines, west of Leeds, and northwest of Wakefield. Bradford became a municipal borough in 1847, and received its charter as a city in 1897...

, England.
Encyclopedia
Wm Morrison Supermarkets plc is the fourth largest chain of supermarkets in the United Kingdom, headquartered in Bradford
Bradford
Bradford lies at the heart of the City of Bradford, a metropolitan borough of West Yorkshire, in Northern England. It is situated in the foothills of the Pennines, west of Leeds, and northwest of Wakefield. Bradford became a municipal borough in 1847, and received its charter as a city in 1897...

, West Yorkshire, England. The company is usually referred to and is branded as Morrisons formerly Morrison's, and it is part of the FTSE 100 Index
FTSE 100 Index
The FTSE 100 Index, also called FTSE 100, FTSE, or, informally, the footsie , is a share index of the 100 most highly capitalised UK companies listed on the London Stock Exchange....

 of companies. Morrisons' market share as of December 2008 was 11.8%, making it the smallest of the "Big Four" supermarkets, behind Tesco
Tesco
Tesco plc is a global grocery and general merchandise retailer headquartered in Cheshunt, United Kingdom. It is the third-largest retailer in the world measured by revenues and the second-largest measured by profits...

 (30.9%),
Asda
Asda
Asda Stores Ltd is a British supermarket chain which retails food, clothing, general merchandise, toys and financial services. It also has a mobile telephone network, , Asda Mobile...

 (16.8%) and Sainsbury's (16%), but ahead of the fifth place Co-operative Group
The Co-operative Group
The Co-operative Group Ltd. is a United Kingdom consumer cooperative with a diverse range of business interests. It is co-operatively run and owned by its members. It is the largest organisation of this type in the world, with over 5.5 million members, who all have a say in how the business is...

, which had a share of 4.4%.

Founded in 1899 by William Morrison
William Morrison (businessman)
William Morrison was the founder of the Morrisons supermarket chain.-Career:Brought up in Bradford, William Morrison started selling eggs and butter on a wholesale basis in 1899. Shortly afterwards he opened a stall in Bradford and then others in nearby towns...

, hence the abbreviation Wm Morrison, it began as an egg and butter stall in Rawson Market
Rawson Quarter
The Rawson Quarter is a shopping centre in central Bradford, bound by Godwin Street, James Street, John Street and Rawson Place. It stands on the site of the former Rawson Market, between the Kirkgate Shopping Centre and Oastler Shopping Centre....

, Bradford
Bradford
Bradford lies at the heart of the City of Bradford, a metropolitan borough of West Yorkshire, in Northern England. It is situated in the foothills of the Pennines, west of Leeds, and northwest of Wakefield. Bradford became a municipal borough in 1847, and received its charter as a city in 1897...

, England. Until 2004, Morrisons store locations were primarily focused in the north of England, but with the takeover of Safeway in that year, the company now has 455 superstores across the UK.

The Morrison family currently owns around 15.5% of the company.

History

Founding

The Company was founded by William Morrison
William Morrison (businessman)
William Morrison was the founder of the Morrisons supermarket chain.-Career:Brought up in Bradford, William Morrison started selling eggs and butter on a wholesale basis in 1899. Shortly afterwards he opened a stall in Bradford and then others in nearby towns...

 in 1899, initially as an egg and butter merchant in Rawson Market, Bradford, England operating under the name of Wm Morrison (Provisions) Limited.

His son, Ken Morrison
Ken Morrison
Sir Kenneth Duncan Morrison CBE is a British businessman, who is the Life President and former chairman of Morrisons , the fourth largest supermarket group in the United Kingdom.-Early and private life:...

 took over the company in 1952, aged 26. In 1958 it 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
Bradford
Bradford lies at the heart of the City of Bradford, a metropolitan borough of West Yorkshire, in Northern England. It is situated in the foothills of the Pennines, west of Leeds, and northwest of Wakefield. Bradford became a municipal borough in 1847, and received its charter as a city in 1897...

 in 1961.

Publicly traded company

In 1967 it became a public limited company
Public limited company
A public limited company is a limited liability company that sells shares to the public in United Kingdom company law, in the Republic of Ireland and Commonwealth jurisdictions....

 listed on the London Stock Exchange
London Stock Exchange
The London Stock Exchange is a stock exchange located in the City of London within the United Kingdom. , the Exchange had a market capitalisation of US$3.7495 trillion, making it the fourth-largest stock exchange in the world by this measurement...

.

Acquisition of Safeway

In 2004 Morrisons, which operated mainly in the North of England, acquired Safeway
Safeway (UK)
Safeway was a chain of supermarkets and convenience stores in the United Kingdom. It started as a subsidiary of the American Safeway Inc., before being sold off in 1987....

, a British supermarket chain which owned 479 stores, mainly in Scotland and the South of England. The acquisition quickly ran into difficulties caused in part by the outgoing management of Safeway changing their accounting systems just six weeks before the transaction was completed. The result was a series of profit warnings being issued by Morrisons, poor financial results and a need to revert to manual systems.

The programme of store conversions from Safeway
Safeway (UK)
Safeway was a chain of supermarkets and convenience stores in the United Kingdom. It started as a subsidiary of the American Safeway Inc., before being sold off in 1987....

 to Morrisons was the largest of its kind in British retail history, focusing initially on the retained stores which were freehold, over 25000 sq ft (2,322.6 m²) with separate car parks. Within a few weeks, Safeway carrier bags were replaced by those of Morrisons and the new owner's own-brand products began to appear in Safeway stores.

Originally 52 stores were to be compulsorily divested after the takeover, but this was reduced to 50 after one Safeway store in Sunderland was destroyed by fire and the lease ended on another in Leeds
Leeds
Leeds is a city and metropolitan borough in West Yorkshire, England. In 2001 Leeds' main urban subdivision had a population of 443,247, while the entire city has a population of 798,800 , making it the 30th-most populous city in the European Union.Leeds is the cultural, financial and commercial...

 city centre. John Lewis Partnership
John Lewis Partnership
The John Lewis Partnership is an employee-owned UK partnership which operates John Lewis department stores, Waitrose supermarkets and a number of other services...

 purchased 19 to be part of its Waitrose
Waitrose
Waitrose Limited is an upmarket chain of supermarkets in the United Kingdom and is the food division of the British retailer and worker co-operative the John Lewis Partnership. Its head office is in Bracknell, Berkshire, England...

 chain, while J Sainsbury plc purchased a further 14, and Tesco bought 10 in October 2004.

Unlike other operators, most notably Tesco and Sainsbury's, Morrisons had chosen not to move into the convenience store
Convenience store
A convenience store, corner store, corner shop, commonly called a bodega in Spanish-speaking areas of the United States, is a small store or shop in a built up area that stocks a range of everyday items such as groceries, toiletries, alcoholic and soft drinks, and may also offer money order and...

 sector. Further to this policy decision, it was announced in late 2004 that the 114 smaller 'Safeway Compact' stores were to be sold off to rival supermarket chain Somerfield in a two-part deal worth £260.2 million in total.

In Northern Ireland
Northern Ireland
Northern Ireland is one of the four countries of the United Kingdom. Situated in the north-east of the island of Ireland, it shares a border with the Republic of Ireland to the south and west...

 Morrisons sold Safeway's stores to ASDA. This included a store in Bangor
Bangor, County Down
Bangor is a large town in County Down, Northern Ireland. It is a seaside resort on the southern side of Belfast Lough and within the Belfast Metropolitan Area. Bangor Marina is one of the largest in Ireland, and holds Blue Flag status...

 which actually opened after the Morrisons takeover.
One of the largest single purchases in 2005 was that of five stores by Waitrose. On 18 July 2006, a further six stores from the 'Rump' format were sold to Waitrose, including the former Safeway store in Hexham
Hexham
Hexham is a market town and civil parish in Northumberland, England, located south of the River Tyne, and was the administrative centre for the Tynedale district from 1974 to 2009. The three major towns in Tynedale were Hexham, Prudhoe and Haltwhistle, although in terms of population, Prudhoe was...

, Northumberland, which became the most northerly Waitrose branch in England.

In May 2005, Morrisons announced the termination of Safeway's joint venture convenience store/petrol station format with BP
BP
BP p.l.c. is a global oil and gas company headquartered in London, United Kingdom. It is the third-largest energy company and fourth-largest company in the world measured by revenues and one of the six oil and gas "supermajors"...

. Under the deal, the premises were split 50/50 between the two companies. Five sites were subsequently sold on to BP, while Morrisons sold the rest of its sites to Somerfield and Tesco, which both maintain a presence in this market sector.

Morrisons also sold Safeway's Channel Islands
Channel Islands
The Channel Islands are an archipelago of British Crown Dependencies in the English Channel, off the French coast of Normandy. They include two separate bailiwicks: the Bailiwick of Guernsey and the Bailiwick of Jersey...

 stores, in Guernsey
Guernsey
Guernsey, officially the Bailiwick of Guernsey is a British Crown dependency in the English Channel off the coast of Normandy.The Bailiwick, as a governing entity, embraces not only all 10 parishes on the Island of Guernsey, but also the islands of Herm, Jethou, Burhou, and Lihou and their islet...

 and Jersey
Jersey
Jersey, officially the Bailiwick of Jersey is a British Crown Dependency off the coast of Normandy, France. As well as the island of Jersey itself, the bailiwick includes two groups of small islands that are no longer permanently inhabited, the Minquiers and Écréhous, and the Pierres de Lecq and...

, to CI Traders. On the Isle of Man
Isle of Man
The Isle of Man , otherwise known simply as Mann , is a self-governing British Crown Dependency, located in the Irish Sea between the islands of Great Britain and Ireland, within the British Isles. The head of state is Queen Elizabeth II, who holds the title of Lord of Mann. The Lord of Mann is...

, the Douglas store was sold to Shoprite and the Ramsey store was sold to the Co-op. The Gibraltar
Gibraltar
Gibraltar is a British overseas territory located on the southern end of the Iberian Peninsula at the entrance of the Mediterranean. A peninsula with an area of , it has a northern border with Andalusia, Spain. The Rock of Gibraltar is the major landmark of the region...

 store was originally marketed for sale, but has now been converted under the 'Rump' format. In November 2006, plans were submitted for the extension and redevelopment of the store in order 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
Waitrose Limited is an upmarket chain of supermarkets in the United Kingdom and is the food division of the British retailer and worker co-operative the John Lewis Partnership. Its head office is in Bracknell, Berkshire, England...

, whilst Warrington was apparently sold to frozen food rival Iceland
Iceland (supermarket)
Iceland is a supermarket chain in the United Kingdom and Ireland. Iceland's primary product lines include frozen foods, such as frozen prepared meals and frozen vegetables - hence the name of the company...

. Part of the Bristol depot has been sold off to Gist
GIST
Gist or GIST may refer to:*Essence, the central idea or main substance*GiST, or Generalized Search Tree, a flexible data structure for building search trees*Gist , a scientific graphics library written in the C programming language...

.
The store conversion process was completed on 24 November 2005 when the Safeway fascia disappeared from the UK.

In 2007, Morrisons opened a new Distribution Centre in Swindon and announced that it had bought a huge new site on Junction 23 of the M5 in Bridgwater in Somerset, for redevelopment as a fresh produce packing facility.

In 2010, Morrisons signs a deal with budget retailer Peacocks, the first concession store is set to be opened as part of a refurbishment at the retailer's store in Idle, Bradford.

Alcohol sales controversy

Since 2007, Morrisons has struggled with negative publicity over alcohol sales, as it has alternated between extremes of zeal and laxity in implementing its policy of asking anyone who appears to be 25 or under and is purchasing alcohol to prove that they are above the legal drinking age. First, the BBC reported in September 2007 that a Morrisons store in West Kirby, Wirral, had refused to sell two bottles of wine to a 72-year-old man because he refused to confirm that he was over 18. Morrisons refused to admit that a mistake had been made, explaining through a spokesman that to "limit any element of doubt staff at the West Kirby store are required to ask anyone buying alcohol to confirm that they are over 18." Next, in September 2009 a Morrisons in Knottingley, West Yorkshire, was caught in a police sting and the company was fined for selling alcohol to a 15-year-old girl.

Two weeks later, The Guardian published an article on Jackie Slater, a woman in her 50s who had been refused a sale of a bottle of wine while shopping with her 17-year-old daughter. Again Morrisons stood by the store's action, explaining through a spokesman that "stores are unable to sell an alcoholic product to a customer they believe could be buying for a minor or for someone who is unable to prove their age."

The checkout assistant involved in the incident, however, told The Guardian that she would have been allowed to buy the wine had she been shopping with younger children. This prompted Leeds North West MP Greg Mulholland
Greg Mulholland
Gregory Thomas Mulholland is a Liberal Democrat politician in the United Kingdom, and is the Member of Parliament for Leeds North West. He was first elected at the 2005 general election, winning the seat from Labour and was re-elected with an increased majority at the 2010 general election. Before...

 to comment that "Morrisons should be ashamed of themselves" and that "Whoever thinks this policy will do anything to stop antisocial drinking by kids is in cloud-cuckoo-land."

Senior management

In 2008 Sir Ken Morrison
Ken Morrison
Sir Kenneth Duncan Morrison CBE is a British businessman, who is the Life President and former chairman of Morrisons , the fourth largest supermarket group in the United Kingdom.-Early and private life:...

 retired from the Company.

Dalton Philips
Dalton Philips
Dalton Philips is an Irish businessman, the current CEO of UK retailer Morrisons.Born in Ireland, Philips is the son of a County Wicklow egg farmer. He attended from 1981 to 1986 Stowe School, Buckingham, the fee-paying English public school, where he was a border in Grafton House...

 is the current CEO, replacing Marc Bolland who left to become CEO of Marks & Spencer
Marks & Spencer
Marks and Spencer plc is a British retailer headquartered in the City of Westminster, London, with over 700 stores in the United Kingdom and over 300 stores spread across more than 40 countries. It specialises in the selling of clothing and luxury food products...


Current operations

Morrisons currently has 455 superstores in the United Kingdom (September 2009), including those it retained following its purchase of Safeway plc
Safeway (UK)
Safeway was a chain of supermarkets and convenience stores in the United Kingdom. It started as a subsidiary of the American Safeway Inc., before being sold off in 1987....

 (see below). Until 2004, Morrisons superstores were largely concentrated in the English Midlands
English Midlands
The Midlands, or the English Midlands, is the traditional name for the area comprising central England that broadly corresponds to the early medieval Kingdom of Mercia. It borders Southern England, Northern England, East Anglia and Wales. Its largest city is Birmingham, and it was an important...

 and the North of England, but had expanded southwards, beginning with a store at Erith
Erith
Erith is a district of southeast London on the River Thames. Erith's town centre has undergone a series of modernisations since 1961.-Pre-medieval:...

, Greater London, which opened in 1998. Most Morrisons stores operate from large superstores with a core focus on groceries and homewares, with fewer electronics, clothing and furnishings than the company's main supermarket rivals.

Morrisons supermarkets are currently split into 6 areas of the UK. Scotland (51), North (72), Midlands (75), South East (63) with one of these in Gibraltar
Gibraltar
Gibraltar is a British overseas territory located on the southern end of the Iberian Peninsula at the entrance of the Mediterranean. A peninsula with an area of , it has a northern border with Andalusia, Spain. The Rock of Gibraltar is the major landmark of the region...

, South Central (62) and the South West (51).

Unlike its major competitors, Morrisons does not offer an online grocery home delivery service, neither does it offer a loyalty scheme – except in its petrol stations.

Morrisons announced this year that it was to trial a move into the growing convenience market with stores named 'M Local'. The first M Local store was opened in July 2011 in Ilkley with two further trial stores to open in Wilmslow, Manchester in August and Widnes late 2011.

Morrisons still doesn't offer an online shopping service but have purchased a 10% stake in New York based online grocer Fresh Direct. With the 10% stake Morrisons are able to send a team to New York to learn from the business ahead of a potential launch in London in 2013.

According to CACI
CACI
CACI International Inc is a professional services and information technology company headquartered in Arlington, Virginia. CACI is a member of the Fortune 1000 Largest Companies and the Russell 2000 index. The company has approximately 13,700 employees in over 120 offices in the U.S. and...

, as of 2006, Morrison's has market dominance in 10 postcode areas; SY
SY postcode area
The SY postcode area, also known as the Shrewsbury postcode area, is a group of postcode districts primarily around Shrewsbury, but also covering Aberystwyth, Bishop's Castle, Borth, Bow Street, Bucknell, Caersws, Church Stretton, Craven Arms, Ellesmere, Llanbrynmair, Llandinam, Llanfechain,...

 (Shrewsbury
Shrewsbury
Shrewsbury is the county town of Shropshire, in the West Midlands region of England. Lying on the River Severn, it is a civil parish home to some 70,000 inhabitants, and is the primary settlement and headquarters of Shropshire Council...

), LD
LD postcode area
The LD postcode area, also known as the Llandrindod Wells postcode area, is a group of postcode districts around Brecon, Talgarth, Builth Wells, Knighton, Llandrindod Wells, Llangammarch Wells, Llanwrtyd Wells, Presteigne and Rhayader in Wales...

 (Llandrindod Wells
Llandrindod Wells
Llandrindod Wells , colloquially known locally as "Llandod", is a town and community in Powys, within the historic boundaries of Radnorshire, mid Wales, United Kingdom. It was developed as a spa town in the 19th century, with a boom in the late 20th century as a centre of local government. Before...

), WS
WS postcode area
The WS postcode area, also known as the Walsall postcode area, is a group of postcode districts emanating from Walsall and stretching to Burntwood, Cannock, Lichfield, Rugeley, and Wednesbury in England.-Coverage:...

 (Walsall
Walsall
Walsall is a large industrial town in the West Midlands of England. It is located northwest of Birmingham and east of Wolverhampton. Historically a part of Staffordshire, Walsall is a component area of the West Midlands conurbation and part of the Black Country.Walsall is the administrative...

),
TS
TS postcode area
The TS postcode area, also known as the Cleveland postcode area, comprises the postcode districts covering the post towns of Billingham, Guisborough, Hartlepool, Middlesbrough, Redcar, Saltburn-by-the-Sea, Stockton-on-Tees, Trimdon Station, Wingate and Yarm in north east England.-Coverage:The...

 (Cleveland
Cleveland, England
Cleveland is an area in the north east of England. Its name means literally "cliff-land", referring to its hilly southern areas, which rise to nearly...

), TD
TD postcode area
The TD postcode area, also known as the Galashiels postcode area, is a group of postcode districts around the River Tweed including Berwick-upon-Tweed, Cockburnspath, Coldstream, Cornhill-on-Tweed, Duns, Earlston, Eyemouth, Galashiels, Gordon, Hawick, Jedburgh, Kelso, Lauder, Melrose, Mindrum,...

 (Hawick
Hawick
Hawick is a town in the Scottish Borders of south east Scotland. It is south-west of Jedburgh and south-southeast of Selkirk. It is one of the farthest towns from the sea in Scotland, in the heart of Teviotdale, and the biggest town in the former county of Roxburghshire. Hawick's architecture is...

), BD (Bradford
Bradford
Bradford lies at the heart of the City of Bradford, a metropolitan borough of West Yorkshire, in Northern England. It is situated in the foothills of the Pennines, west of Leeds, and northwest of Wakefield. Bradford became a municipal borough in 1847, and received its charter as a city in 1897...

), HG (Harrogate
Harrogate
Harrogate is a spa town in North Yorkshire, England. The town is a tourist destination and its visitor attractions include its spa waters, RHS Harlow Carr gardens, and Betty's Tea Rooms. From the town one can explore the nearby Yorkshire Dales national park. Harrogate originated in the 17th...

), LS
LS postcode area
The LS postcode area, also known as the Leeds postcode area, is a group of postcode districts around Leeds, Wetherby, Tadcaster, Pudsey, Otley and Ilkley in England...

 (Leeds
Leeds
Leeds is a city and metropolitan borough in West Yorkshire, England. In 2001 Leeds' main urban subdivision had a population of 443,247, while the entire city has a population of 798,800 , making it the 30th-most populous city in the European Union.Leeds is the cultural, financial and commercial...

), WF
WF postcode area
The WF postcode area, also known as the Wakefield postcode area, is a group of postcode districts around Batley, Castleford, Dewsbury, Heckmondwike, Knottingley, Liversedge, Mirfield, Normanton, Ossett, Horbury, Pontefract and Wakefield in England....

 (Wakefield
Wakefield
Wakefield is the main settlement and administrative centre of the City of Wakefield, a metropolitan district of West Yorkshire, England. Located by the River Calder on the eastern edge of the Pennines, the urban area is and had a population of 76,886 in 2001....

) and HD (Huddersfield
Huddersfield
Huddersfield is a large market town within the Metropolitan Borough of Kirklees, in West Yorkshire, England, situated halfway between Leeds and Manchester. It lies north of London, and south of Bradford, the nearest city....

).

Purchase of former Co-operative and Somerfield stores

When the Co-operative Group completed its takeover of the Somerfield
Somerfield
Somerfield was a chain of small to medium sized supermarkets operating in the United Kingdom. The company was taken over by the Co-operative Group on 2 March 2009 in a £1.57 billion deal, creating the UK's fifth largest food retailer. The name is currently being phased out and replaced by the...

 supermarket chain in March 2009, it was required to sell a number of stores by the Competition Commission
Competition Commission
The Competition Commission is a non-departmental public body responsible for investigating mergers, markets and other enquiries related to regulated industries under competition law in the United Kingdom...

. Morrisons purchased 35 stores from the combined group, mostly trading under the Somerfield fascia. These new stores are 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.

Financial performance

52/3 weeks toTurnover (£'m)Profit/(loss) before tax (£'m)Profit/(loss) after tax (£'m)
1 February 2011 16,479 874.0 632.0
1 February 2010 15,410 858.0 598.0
1 February 2009 14,528 655.0 460.0
3 February 2008 12,969 612.0 554.0
4 February 2007 12,462 369.0 247.6
29 January 2006 12,115 (312.9) (250.3)
30 January 2005 12,116 193.0 105.0
1 February 2004 4,944 319.9 197.6
2 February 2003 4,290 282.5 186.3
3 February 2002 3,915 243.0 143.7
4 February 2001 3,496 219.1 120.0
29 January 2000 2,969 189.2 103.1


Market share

According to Kantar Worldpanel, Morrisons is the smallest of the 'Big Four' supermarkets with a market share of 11.1%. Whilst Tesco, Asda and Sainsbury's saw increases in market share from July 2008, Morrison's saw a similar sized decrease of 0.2% in the same period.
Supermarket Consumer
Spend (£000s)
Market Share
August 2008
+/- from
July 2008
Tesco
Tesco
Tesco plc is a global grocery and general merchandise retailer headquartered in Cheshunt, United Kingdom. It is the third-largest retailer in the world measured by revenues and the second-largest measured by profits...

6,351,531 31.6% 0.3%
Asda
Asda
Asda Stores Ltd is a British supermarket chain which retails food, clothing, general merchandise, toys and financial services. It also has a mobile telephone network, , Asda Mobile...

3,410,431 17.0% 0.1%
Sainsbury's 3,175,543 15.9% 0.1%
Morrisons 2,233,137 11.1% 0.2%

Marketing and branding

On 15 March 2007, Morrisons announced that it would ditch its existing branding and strapline in favour of a more modern brand image. Their own brand Bettabuy was also changed to a more modern brand called the Morrisons Value range. CEO Marc Bolland announced: "Reflecting our nationwide presence and our many new customers, we will be making Morrisons the food specialist for everyone".

The change saw the replacement of the old yellow and black logo, along with the "More reasons to shop at Morrisons" strapline, replaced with "fresh for you everyday" or "fresh choice for you" and "Food specialist for everyone". 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.

On 23 July 2007, Morrisons officially launched its new look website and revamped advertising campaign. The company's first TV advertisement under the "Fresh Choice for You" slogan appeared. This showed Denise van Outen
Denise van Outen
Denise van Outen is an English actress, singer and television presenter. Her most notable roles to date are as a presenter on The Big Breakfast, and as Roxie Hart in the musical Chicago on both the West End and on Broadway.- Early life :Born Denise Kathleen Outen in Basildon, Essex, she is the...

 travelling all over the country, and out to sea, with a Morrisons trolley, searching for sources of the finest ingredients. She then returned to Morrisons where everything is made freshly on Market Street. The soundtrack for the advert was Take That
Take That
Take That are a British five-piece vocal pop group comprising Gary Barlow, Howard Donald, Jason Orange, Mark Owen and Robbie Williams. Barlow acts as the lead singer and primary songwriter...

's song Shine
Shine (Take That song)
"Shine" is the second single taken from Take That's comeback album Beautiful World.-Song information:"Shine" was released on 26 February 2007 and features lead vocals by Mark Owen....

, which was also accompanied by a voiceover by Jim Broadbent
Jim Broadbent
James "Jim" Broadbent is an English theatre, film, and television actor. He is known for his roles in Iris, Moulin Rouge!, Topsy-Turvy, Hot Fuzz, and Bridget Jones' Diary...

. This marked the start of a series of new adverts that feature a range of different celebrities including Richard Hammond
Richard Hammond
Richard Mark Hammond is an English broadcaster, writer, and journalist most noted for co-hosting car programme Top Gear with Jeremy Clarkson and James May, as well as presenting Brainiac: Science Abuse on Sky 1.-Early life:...

 and,most recently, Andrew Flintoff
Andrew Flintoff
Andrew "Freddie" Flintoff MBE is a former English cricketer who played for Lancashire County Cricket Club, England and the Indian Premier League team Chennai Super Kings. A tall fast bowler, batsman and slip fielder, Flintoff according to the ICC rankings was consistently rated amongst the top...

 The new advertising campaign also unveiled a new slogan: "Fresh Choice for You".

Distribution

In 2005 Morrisons purchased part of the collapsed Rathbones Bakeries operation for £15.5 million which make Rathbones and Morrisons bread.

Awards

2011

British Frozen Food Federation Annual Awards 2011
  • Silver Award for Best New Ice Cream/Ice Cream Dessert Product - Morrisons 9 Ice Cream Chocolate Temptations
  • Silver Award for Best New Meat-Based Product - Morrisons Mini Sausage & Stuffing Lattice Rolls


National Fish & Chip Awards 2011
  • Winner - The Best Foodservice Outlet Serving Fish and Chips

2010

  • Supermarket Drinks retailer of the year
  • Fresh produce retailer of the year
  • Meat retailer of the year
  • Store manager Of the year
  • Highly commended in the Seafood retailer of the year category


Quality Drink Awards 2010
  • Winner – Best white wine over £9.99 – Poiully Fuisse 2008
  • Winner – Best Fortified Wine – Morrisons Reserve Port
  • Finalist – White wine £5 – £9.99 – Vouvray Clos Palet 2008 (Morrisons)
  • Finalist – Sparkling wine up to £9.99 – Prosecco Frizzante Brut (Morrisons)
  • Finalist – Red wine over £9.99 – Chateau Cardinal Villemaurine 2006 (Morrisons)
  • Highly Commended – White wines up to £9.99 – Vouvray Clos Palet 2008 (Morrisons)

Re:fresh Awards
  • Multiple Retailer of the Year


The Grocer Own Label Excellence Awards
  • The Best Cloudy Apple Juice – Winner of the Soft Drinks Gold Medal
  • The Best Toffee Popcorn with Roasted Almonds and Hazlenuts – Winner of Snacks Gold Medal
  • The Best Italian Cherry Tomatoes in Rich Tomato Juice – Winner of the Grocery Category Silver Medal
  • Morrisons Onion Bhaji Dippers – Winner of the Frozen Savoury Category Silver Medal
  • The Best Still Lemonade – Winner of the Soft Drinks Category Silver Medal

2009

  • Retailer of the Year
  • Multiple Spirits Retailer of the Year
  • The Grocer 33 Best Availability Award
  • The Grocer 33 Best Service Award
  • Store Manager of the Year
  • Wine & Spirit Education Trust(WSET) Educator of the Year (sponsored by Riedel)

2008

  • Retailer of the Year
  • Grocer of the Year 2008
  • Supermarket of the Year 2008
  • Store Manager of the year 2008
  • Fresh Produce Retailer of the Year 2008
  • Fresh Flower Supermarket of the Year 2008

2007

  • Fresh Pasta Retailer of the Year
  • Frozen Pizza Retailer of the Year
  • Supermarket Greetings Card Retailer of the Year
  • Fresh Flower Retailer of the Year
  • Training Initiative of the Year
  • Store Manager of the Year
  • The Grocer
    The Grocer
    The Grocer is a British market leading magazine devoted to grocery sales, published by William Reed Business Media. It has been published since 1862. Its readership encompasses every aspect of the industry, from directors of the large multiples to independent retailers...

     Customer Service Award
  • The Grocer Best Availability Award
  • Grocer Own Label Excellence Awards
  • Seafish Quality Award for all their Fresh Fish and Seafood counters

2004

  • Store Manager of the Year
  • Retail Product of the Year Award, Morrisons ‘Classic Walnut Dream Ice Cream’
  • Retail Week – Retailer of the Year
  • OLN Drinks Retailing Awards – Multiple Drinks Retailer

2000

  • Multiple Retailer of the Year, Retail Industry Awards
  • Off Licence Retailer of the Year, Retail Industry Awards
  • Multiple Retailer of the Year, Off Licence of the Year Awards
  • Pizza Retailer of the Year
  • Best Supermarket Fish Counter
  • Gold Award, ‘Winning Business’ magazine's Retail Customer
  • Service Survey – the only retailer to be awarded ‘Gold’
  • Best Large Retailer, Disability Customer Service Awards

See also

  • List of supermarket chains in the United Kingdom


External links

The source of this article is wikipedia, the free encyclopedia.  The text of this article is licensed under the GFDL.
 
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