Morrisons is to catapult itself back into the convenience market with the launch of 10 Morrisons Daily stores, just over a year after its M Local stores folded.
The supermarket has announced it will pilot a convenience food offer in 10 petrol station shops owned and managed by forecourt operator Rontec and supplied by wholesaler Palmer & Harvey.
Four Morrisons Daily shops will open before Christmas and a further six in January. They will be up to 3,000sq ft and will sell branded and Morrisons own label products.
The supermarket has already been trialling a convenience offer with forecourt operator, Motor Fuel Group.
In addition, it will be reviving the Safeway brand – 12 years after Morrisons’ £2.9bn merger – for wholesale to independent retailers, available from early next year.
Chris Etherington, executive deputy chairman of Palmer & Harvey, said: “Palmer & Harvey has worked with the Rontec team for over 40 years and we are very much looking forward to building a long, successful relationship with Morrisons.”
Gerald Ronson CBE, chairman and chief executive of Rontec, said: “We are constantly looking for ways in which we can improve the service and product range we offer to our customers and are pleased to be working together with Morrisons on this pilot.”
David Potts, chief executive of Morrisons, said: “By working with well-established partners and reviving the Safeway brand, we are making our products more accessible to more customers.”