Morrisons has opened its first in-store burger bar concession with the premium fast-food chain Burger Boi.
The new concession opened at Morrisons Manchester Piccadilly store on 15 December, with plans to trial four more Burger Boi concessions in stores throughout January and February 2026, ahead of a potential further rollout.
Morrisons aims to bring more “contemporary food” options into its stores as part of its strategy to fill the space left following the closure of a number of its in-store cafes, fresh counters as well as all of its Market Kitchen formats earlier this year.
The takeaway bar has been installed alongside a new Asian-inspired Happy Tokyo concession in space previously occupied by a Market Kitchen.
California street food-inspired burger chain Burger Boi was founded in 2021 in Wolverhampton, and has grown to 20 sites around the UK.
The chain has tailored the menu on offer to ensure it appealed to both its typical customer as well as Morrisons shoppers. It includes the addition of lower-calorie options such as grilled chicken, as well as a breakfast menu with coffee, alongside Burger Boi’s regular smash burgers and shakes.
“Launching Burger Boi within Morrisons, one of the UK’s most respected national retailers, represents a major milestone for us,” said Burger Boi founder Surj Bassi.
“We are thrilled to bring our next phase of growth to life and share our passion for premium smashed burgers with even more customers.”
Burger Boi is the latest new format launched into Morrisons, as Rami Baitiéh looks to grow income from the supermarket’s existing store space, as well as bring new shoppers into stores.
In November, The Grocer revealed Morrisons was rolling out Happy Tokyo fresh sushi counters through a new partnership with KellyDeli. The new concession at Manchester Piccadilly is the 16th counter of the ongoing rollout.
It followed the launch of a store within a store partnership with Holland & Barrett at Morrisons Cheadle Heath store in nearby Stockport. The concession spans an entire aisle and is manned independently by Holland & Barrett staff.
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