Supermarket chain Morrisons has announced a major expansion of its convenience store footprint, confirming plans to convert 250 local shops into Morrisons Daily outlets across England next year.
This significant strategic move comes as the retailer seeks to regain momentum after reporting a £1 billion decline in sales last year, while simultaneously managing the closure of 103 underperforming sites including stores, cafes, florists, and pharmacies.
Accelerated Growth Strategy
Morrisons CEO Rami Baitieh has positioned this expansion as a key part of Morrisons' growth strategy, emphasising his commitment to returning the business to peak form. The conversion programme represents a substantial acceleration of the supermarket's convenience store ambitions, with approximately 160 Morrisons Daily stores scheduled to open this year alone.
A company spokesperson explained: We're excited about the opportunity to expand further in this large and fragmented market. Over the last few years we've built a significant business of more than 1,700 stores and we have ambitious plans to bring Morrisons Daily to more customers across the UK.
The expansion will primarily target regions where Morrisons currently has limited presence, particularly focusing on cities in southern England and the Midlands. The company is employing a franchise model to enable rapid, capital-light expansion.
Streamlining Operations Through Closures
This aggressive expansion coincides with Morrisons' decision to close 103 underperforming sites nationwide. The closures, while widespread, are described as necessary measures to improve the shopping experience in areas that customers really value.
The affected sites include 51 Morrisons Cafés, all 18 Market Kitchen in-store dining outlets, several pharmacies, and florist departments. CEO Rami Baitieh acknowledged the difficult decision, stating: In most locations, the Morrisons Café has a bright future, but a minority have specific local challenges, and in those locations, regrettably, closure and re-allocation of the space is the only sensible option.
The comprehensive closure list includes locations from Banchory in Aberdeenshire to London sites in Erith, Harrow, Queensbury, Stratford, and Wood Green, affecting communities across England, Scotland, and Wales.
Looking Forward
This dual strategy of expansion and consolidation reflects Morrisons' efforts to adapt to changing consumer shopping habits, particularly the growing demand for convenience formats. The transformation of 250 local shops into Morrisons Daily stores represents one of the most significant convenience retail expansions recently announced in the UK market.
As Morrisons navigates this transitional period, the company remains focused on strengthening its market position through strategic investment in high-potential locations while exiting underperforming operations that no longer align with its long-term growth objectives.
