The supermarket has opened 33 smaller stores of up to 20,000 sq ft this year after acquiring a batch from The Co-operative Group.
Speaking at this week's EFFP conference, Bolland said prices 15% lower than The Co-op had helped boost sales. With an average 15,000 lines in store, customers were doing full weekly baskets rather than just top-up shops.
All the smaller stores contained a full Market Street, with salad bars, fishmongers, bakers and butchers cutting meat, he said. They also had a higher proportion of fresh food than similarly-sized competitors. Three-quarters had self-scan checkouts. Calling the sites "smaller stores", Bolland said: "I'm not interested in the format of convenience stores."
He also revealed plans for a new Morrisons farm, in southern England. The chain operates a 700-acre farm on the Dumfries House Estate in Scotland, examining sustainable livestock production. The new farm would focus on arable production.