Yet another Morrisons thread

[Philip Cobbold]

I suppose they've had to change the format a bit depending on where the store is located. The first trial stores got all their fresh products like bread and meat made at a main store, and then shipped out to the Locals. Plus these trial stores were situated fairly close to a main Morrisons store. We've had one open round here, and there's no main Morrisons for absolutely miles, so it wouldn't be practical shipping fresh products 20 odd miles from a main store.

[Critique]

We're set to have an M Local open just outside our town centre, right opposite a Tesco Express, ITV Anglia's old Ipswich base and the current home for BBC Radio Suffolk. It's going to fill an old BlockBusters and will have quite a bit of space to play with, but I do question the worth of having it at all. Morrisons is most definitely in fourth place around here, with the main store being quite a way further out (from me at least) than the ASDA, Sainsbury's and Tesco stores - and unlike a snazzy new Sainsbury's Local that opened in an old pub the other week, which I've popped in and very nice, I can't see the M Local as such an attractive offering.

[thegeek]

I don't see why they've borrowed Sainsbury's sub-brand - Mini Morrisons would fit in nicely with their M! I rather like the Little Waitrose branding.

I still think they'd have been better going with "Wee Waitrose"

[all new Phil]

There's a new Morrisons store opening nearby next week but, for some reason, they are marketing it as a "Food Retail Warehouse". Not sure if it's a new concept, or just some marketing bullshit, but none of the leaflets I've seen are particularly on-brand, and they're pushing the 'new shopping experience' angle.

[WillPS]

There's a new Morrisons store opening nearby next week but, for some reason, they are marketing it as a "Food Retail Warehouse". Not sure if it's a new concept, or just some marketing bullshit, but none of the leaflets I've seen are particularly on-brand, and they're pushing the 'new shopping experience' angle.

Sounds interesting. What's the location, and could you scan some of these leaflets in?

[all new Phil]

It's at Deepdale in Preston. I haven't got a scanner, but it uses something that's almost a typewriter font, as well as a big graphic that says something like "we want to make you smile".

At the risk of racial stereotyping, I wonder if it's aimed towards Asian people? It is in an area with a pretty big Asian community. I can't find any details on the Morrisons website as of yet, but it opens Wednesday. They've had staff training in the other Preston store over the past week.

[Pete]

Could you take a photo of the leaflets with your phone?

[all new Phil]

Oh yeah





It's so ridiculously off-brand it hurts.

[WillPS]

I expect it'll last 6 months before they stop referring to it as that; and a year until it's essentially a standard store (perhaps with some non-standard signage).

[robschneider]

Which is a good thing when driving through Leicester, Birmingham or Bradford on a dark night.

[Sput]

Why's that, Rob?