1. Morrisons Snapshot, February 2019
Retailer performance
Must see stores
2017
2018e
% change
Sales (£m)
17,262
17,592
1.9%
No. of stores
491
4941
0.6%
Sales area (sq m)
1,305,339
1,307,950
0.2%
Morrisons, St Ives, Cambridgeshire, UK
First store to open for two years, showcasing Locally
sourced products, pizza oven and new Market Street
Morrisons, Guiseley, West Yorkshire, UK
First store to include a bar and trial
Free From pizza counter
Morrisons, St Albans, UK
Newly upgraded and expanded Fresh Look store
Morrisons, Colindale, London, UK
Morrisons ground breaking London store,
with new food-to-go and party zones
See report
See report
See report
Source: Morrisons, IGD Datacentre. Excludes franchises
Notes: 1 Excludes 40 Morrisons Daily franchise stores on Rontec owned and operated forecourts
Up next: Preliminary 2018/19 results – 13 March 2019
See report
Trading priorities
To be more competitive
Continuing ‘Price Crunch’ and ‘Way Down’ price reductions to emphasise value
Developing the Made by Morrisons proposition
Improvements across all own brand ranges, from ‘Best’ to ‘Savers’
More owned manufacturing facilities
To serve customers better
New checkout promise, customer greeters and customer service desks
Expanding store pick home delivery to more catchments and growing deliveries from Ocado’s Erith depot
Find local solutions
Foodmaker roadshows to recruit new small and distinctive suppliers
Direct from farm supply of locally grown seasonal produce
Leveraging More card data to develop the local offer
Develop popular and useful services
Inclusion of more third party and on-site services to drive new footfall to stores and maximise opportunities from car parks
Modernising cafes and introducing Barista bars
Simplify and speed up
Realising efficiencies from automated ordering, improvements to end-to-end workstreams and making Market Street more efficient
Managerial roles to be removed and more customer service roles created
Make core supermarkets strong again
Fresh Look refit programme to continue – over half of estate has already been upgraded
Applying selected Fresh Look learnings across the estate
Building wholesale towards £1bn target
Ramping up supply of brands and Safeway own label to McColls
Commencing supply to SandpiperCI stores in the Channel Islands
Developing the Morrisons at Amazon proposition and expanding Morrisons Daily
Your checklist to trade with Morrisons
Are you supporting Morrisons sell for less culture and simplifying your relationship with Morrisons?
Are you able to improve availability and logistics efficiency and thereby contribute to Morrisons efficiency drive?
With ranges being reassessed, and sometimes reduced, what new products and ranges can you bring to Morrisons?
Are you up to speed with Morrisons new franchise convenience and wholesale supply businesses?
How can you support Morrisons increased focus on private label development?
How can you support Morrisons drive to remove or reduce unnecessary packaging?
© IGD 2019
Source: IGD Research Follow us on

2. Morrisons Snapshot, February 2019
New marketing initiatives
See the full Morrisons profile on Retail Analysis
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Selected key executives
Latest developments
When?
What?
So what?
January 2019
Morrisons reports fourth consecutive Christmas of growth
For the nine weeks to January 6th, group LFL sales (exc. fuel) grew by 3.6%, a faster rate of growth than last year's 2.8%. Wholesale contributed 3.0% and retail 0.6%.
December 2018
Morrisons launches 'Free fruit for kids'
The Free Fruit for Kids scheme will mean that unsold fruit - which is ripe, sweet and of good eating quality - does not go to waste. Every week Morrisons expects to give away 40,000 pieces of fruit that is within its ‘sell by’ window but is at risk of not being sold.
November 2018
Morrisons Q3: LFL growth boosted by Wholesale
In the 13 weeks to , group LFL sales exc. fuel were up 5.6%, boosted by a contribution of 4.3% from Morrisons expanding wholesale business. Core retail operations added a further 1.3%. Total sales were up 6.0% exc. fuel.
October 2018
New responsibilities for Trevor Strain
Morrisons CFO has taken on the additional responsibilities of group commercial director, and become group chief commercial and finance officer.
September 2018
Morrisons Andrew Higginson appointed as IGD President
Appointed by IGD’s board of trustees, Andrew Higginson with succeed Leendert den Hollander as IGD chairman on January 1st.
David Potts
Chief Executive
Joined in March 2015, succeeding Dalton Philips. Previously he spent 37 years at a variety of roles across Tesco, including UK retail operations director and Asia CEO. Potts has also acted as a retail consultant to several advisory and private equity businesses
Andrew Higginson
Chairman
Appointed to role in July Former Tesco CFO and Poundland chairman
Trevor Strain
Chief Commercial & Finance Officer
Joined Morrisons in 2009 from Tesco as comercial and operations finance director. Joined Board in April 2013 on promotion to CFO. Added group commercial director role in Oct 2018, replacing Darren Blackurst who will now focus on Brexit preparations
Gary Mills
Group Retail Director
Joined Morrisons in August 2015 from Tesco where he held a number of senior positions including retail director for the North and NI and retail director for convenience
Clare Grainger
People Director
Joined Morrisons in 2012 and commenced current role in Sept Extensive experience in HR and management from financial services sector and Asda. Interim Group Retail Director in 2015
Andy Atkinson
Group Marketing & Customer Director
Position confirmed in January 2016 after undertaking role on an interim basis. Joined Morrisons in Previous positions include own brand and sourcing director and non-food director
© IGD 2019
Source: IGD Research