Morrisons is rolling out a new predominantly prepacked model for its butcher counters as part of its Morrisons Magic revamp of Market Street, The Grocer can reveal.
The supermarket has set a target of rolling out the new format to 100 stores by the end of the year, with 60 having already undergone the switch.
Morrisons said under the new model its in-store butchers would cut meat at the start of the day into a variety of different pack sizes, displayed in flatbeds, to allow customers to select the products they preferred.
It said the move would free up butchers’ time because they would no longer have to work on creating displays each day.
However, it stressed butchers would still be available to help customers and would be available to cut meat to size if requested.
Morrisons broke its long-standing 100% British fresh beef sourcing commitment earlier this month when it began stocking ’Australian or British’ steaks under a new tertiary brand called Limited Edish, prompting anger from the farming sector. In response to the outcry, the retailer stressed it “remains 100% British on all our meat counters”.
In meat aisles – alongside its New Zealand lamb – Morrisons added it was “introducing trials of some imported meat from trusted suppliers to help us offer outstanding value through the seasons and through any supply fluctuations”.
Morrisons revamp
In May, The Grocer revealed Morrisons was to carry out a major overhaul of its UK stores as it seeks to bring in a more premium farm shop-style fresh food offer for customers.
The revamp is being spearheaded under a strategy called Morrisons Magic, led by the company’s new group trading director Andrew Staniland.
Morrisons said the change to its meat counters began with a pilot in Retford last year that had been “really well received by customers”.
A spokesman said the move would “give a more modern and contemporary feel”.
“It’s a format we have seen lots of farm shops adopt. Butchers are still around to help customers and the point of sale is very clear – if a customer wants something cut to size, there are butchers in store to help.”
Morrisons CEO Rami Baitiéh has stressed that Market Street remains a key point of difference for Morrisons as it continues its turnaround plans.
However, Market Street has not been immune from cutbacks as Morrisons looks to save a further £300m this year, towards his target of £1bn savings.
In March Baitiéh revealed Morrisons was shutting 72 fresh meat and fish counters, along with 52 cafés, 17 convenience stores and 13 florists.
Morrisons also announced it was closing all 18 branches of its Market Kitchen grocery/takeaway fusion concept – first introduced in its Canning Town store in 2019.
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