Morrisons is rolling out fresh sushi counters to its supermarkets as part of a new partnership with KellyDeli.
The counters – called Happy Tokyo Asian Kitchen – were trialled at Morrisons’ stores in Gamston and West Bridgford earlier this year.
Morrisons has now accelerated the rollout following its initial success, with counters added to 12 stores including Kirkstall in Leeds, Edgbaston, Hereford and Bristol Fishponds. Six of the new counters were installed throughout October, with a further three set to open at stores at Anniesland in Glasgow, Strood in Kent and Welling in London next week.
More will follow in the new year, The Grocer understands.
Alongside the new concessions, Morrisons has been trialling a smaller spoke format in two of its stores – at the Merrion Centre in Leeds, and Netherfield in Nottinghamshire – consisting of fridges that are supplied with fresh sushi made at a counter in a nearby store.
KellyDeli will staff and operate the concessions, under the same model of its existing retail partnerships with Waitrose, Tesco and Asda.
Some of the new counters will fill excess space left by the closure of nearly 100 of Morrisons’ fresh meat and fish counters and all 18 of its Market Kitchens in March, as it continues with the refresh of its Market Street format.
“Our relationship with Morrisons is built on true alignment – we’re growing together, moving fast, and responding to changing customer needs,” said Mark Buley, KellyDeli UK MD.
“That shared focus is the foundation of our success.
“Customers want premium food experiences they can enjoy at home. Through Morrisons, we’re meeting that demand – delivering great taste, quality and innovation at scale,” Buley said.
It’s the latest new format to roll into Morrisons stores as CEO Rami Baitiéh looks to balance its need to reduce costs with his commitment to enhance its service and Market Street offer as part of his turnaround plan.
The Grocer also understands Morrisons is currently trialling a new Asian hot food format at a single store in Wimbledon. The proposition, which has been launched in partnership with Hana Group, serves Japanese and Korean “street food”.
Last month, The Grocer revealed Holland & Barrett had opened two new concessions within Morrisons supermarkets for the first time, under a new partnership between the two.
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