Morrisons has launched its third Market Kitchen format store, in Edgbaston, Birmingham, after a makeover to turn the store into part-supermarket part-fresh food takeaway.
The new Market Kitchen section has created 48 new chef and front-of-house roles, with meals made fresh to order and both takeaway and delivery options, including a partnership with Deliveroo.
It marks another step in Morrisons’ attempt to take a slice of the takeaway and delivery food market, having opened the first Market Kitchen concept at its Canning Town branch in east London in October, with its second launched, at its Manchester Piccadilly Gardens store, in August.
Customers can either wait for food to be prepared by chefs, pick it up in pre-packed portions, or order food from home via Deliveroo. Products include wraps, rice bowls, pasta, pizzas and soups.
“The chefs use our fresh Market Street ingredients to create delicious seasonal meals for customers that are made to order,” said Hannah Munns, Morrisons head of Market Kitchen.
“It means customers can pop in and pick up their next meal while also buying the groceries they need for future meals. And, thanks to our partnership with Deliveroo, customers across Birmingham will be able to enjoy their favourite dishes from our menu without leaving their kitchen.”