Supermarket chain Morrisons is implementing a significant transformation across its UK stores, following the controversial closure of nearly 100 fresh meat and fish counters.
A New Culinary Direction
The retailer is now introducing new sushi counters, branded as Happy Tokyo Asian Kitchen, through a strategic partnership with the food supplier KellyDeli. This move marks a decisive shift in the supermarket's in-store offering, directly responding to evolving customer tastes.
The concept was first tested earlier this year in Morrisons stores located in Gamston and West Bridgford, Nottinghamshire. The trial proved successful, leading to a wider rollout.
National Rollout and Future Plans
According to industry publication The Grocer, six of these new counters were installed in October alone. They have opened in stores including Kirkstall in Leeds, Birmingham Edgbaston, Hereford, and Bristol Fishponds.
The expansion is continuing at pace. A further three counters are scheduled to open next week at Anniesland in Glasgow, Strood in Kent, and Welling in London. The company has confirmed that more installations are planned for early next year.
Mark Buley, UK Managing Director for KellyDeli, commented on the collaboration, stating: "Our relationship with Morrisons is built on true alignment – we’re growing together, moving fast, and responding to changing customer needs." He added, "Customers want premium food experiences they can enjoy at home. Through Morrisons, we’re meeting that demand – delivering great taste, quality and innovation at scale."
Further Innovation and Economic Context
In a separate but related development, The Grocer also revealed that Morrisons is trialling a new Asian hot food format at a single store in Wimbledon. This proposition, launched with Hana Group, focuses on Japanese and Korean street food.
The operational model for these new concessions mirrors KellyDeli's existing partnerships with other major retailers like Waitrose, Tesco, and Asda, where KellyDeli staff will manage and run the counters.
This strategic pivot comes during a challenging period for the supermarket. Morrisons boss Rami Baitieh recently noted that inflation has "increased further" over the past two months. He acknowledged that consumers are feeling the financial squeeze, emphasising the company's commitment to "providing good affordable fresh food for all" by cutting prices and tailoring promotions.
