Morrisons has revived its Fish Friday and Steak Saturday More Card loyalty offers at its Market Street counters, just months after scrapping the benefit.
The supermarket quietly phased out the long-standing offer – which gives loyalty card holders 20% off of its Market Street fish and meat counters on the respective days – in May, as part of a wider relaunch of its Market Street format under group trading director Andrew Staniland.
Instead, Morrisons said it would look to provide more value throughout the week, by ramping up multibuy offers and an increasing the number in prominent aisle-end promotions elsewhere in the store.
Store managers took to social media to celebrate Fish Fridays and Steak Saturdays’ “epic return” to stores this week. The offers also began appearing on the Morrisons More Card app this week, promising shoppers “More weekend wins”.
The Grocer understands Morrisons decided to bring back the offer after feedback from stores highlighted its dropping had been unpopular with customers.
A Morrisons spokesman told The Grocer: “We know how much our customers love our Fish Friday and Steak Saturday offer and so we’re delighted to be bringing the saving back to our More Card customers on our Market Street counters.”
The return of the offer at counters comes amid a wider scaling back by Morrisons of loyalty offers elsewhere across the shop floor. Research by The Grocer of 20,000 Morrisons SKUs found that the number of promotions that required a More Card on 6 October was 705, compared with 1,661 a year ago.
Comparison promotions for the first Monday of every month had reduced for eight of the past 12 months.
CEO Rami Baitiéh is battling to reinvigorate his turnaround plan after Morrisons’ market share slipped by 0.2% over the past 12 weeks to 4 October in both NIQ’s and Worldpanel by Numerator’s market reports, to 8.5% and 8.3% respectively.
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