They say the league table never lies – but in the case of the Morrisons store in Bath, the hard facts couldn’t be further from the truth. 

Despite CACI data ranking it as least suited to this affluent corner of the West Country, Morrisons delivered a champion’s performance, excelling on availability, merchandising and customer service to claim this week’s Top Store prize and take the retailer’s tally of weekly wins to three. 

Manager Jeff Gardner believes his store more than satisfies customers demand for high-quality fresh food in the area, putting local rivals Sainsbury’s and Waitrose in the shade. 

“Fresh food makes up about 47% of our footfall, so we have a reputation in Bath for having a strong fresh proposition,” says Gardner. “Both Waitrose and Sainsbury’s operate in the town but I’m sure they don’t have such a strong fresh offering.” 

Our shopper was particularly impressed by the breadth and quality of the produce on offer and also noted a large number of special offers and promotions designed to help customers through the credit crunch.

“We’ve got the picnic basket of offers – eight everyday items for £4 – that are extremely popular. Coupled with that we try to offer a range of promotions including bogofs, three-for-twos and half-price deals, which help maintain our strong value offer,” says Gardner.