The first Morrisons’ convenience store M-local has opened for business in Ilkley, Yorkshire. The retailer’s fresh food products will be 4-11 per cent cheaper than other convenience stores, said a spokesperson for Morrisons. The Ilkley store is the first of three trial stores to evaluate and refine Morrisons’ convenience offer. A further two M-locals will be opened in Widnes and Wilmslow later in the year.
Most of the fresh food will be prepared in local Morrisons stores. “The M-local offer will be different: a greater emphasis on fresh food and, critically, the same competitive prices for fresh food in M-local as in Morrisons will really set us apart from the competition,” said Dalton Philips, chief executive at Morrisons. “I’m confident that customers will find the M-local offer compelling and different and I look forward to hearing their feedback.”
The first M-local convenience store is a former college building that has been recently refitted. (11 July)
© 2011 - ESM: European Supermarket Magazine
