Morrisons to rival Sainsbury’s, Asda and Tesco with £2,000 ‘switching incentive’ | UK | News
A major supermarket chain has launched a £2,000 scheme to attract shoppers to stores across the country. Tesco, asda and Sainsbury’s.
Morrisons is currently the UK’s fifth largest supermarket chain by revenue, but it is looking to move up the rankings by attracting more customers.
The Bradford-born supermarket has more than 1,600 convenience stores under its ‘Morrisons Daily’ brand, but recently announced it is aiming for rapid growth by opening more convenience stores to attract shoppers.
That’s why the supermarket giant is offering corner store franchisees £2,000 to switch loyalties to the Morrisons Daily brand from other supermarket grocery brands such as Tesco Express, Sainsbury’s Local and Asda Express. Scottish Grocer .
Bosses plan to do this with a £2,000 switch measure, doubling the ‘refer a friend’ reward for existing franchisees who persuade others to switch to Morrisons, and are launching a ‘Hot’ campaign. Weather Club for shop operators. Club members will pick up essential water and ice products from registered stores when local temperatures reach 23C or above.
The move was announced at the company’s recent national franchise conference. Morrisons wholesale director Paul Dobson said: “Our franchise partners are the engine of Morrisons Daily’s future growth and this conference was a great opportunity to celebrate our shared achievements.
“We are committed to supporting their businesses by reducing operational costs and making the best of Morrisons available to them, from our talented teams to innovations like our Warm Weather Club.”
Franchising is a common way for large brands to quickly expand their operations. Often large companies sign agreements with smaller merchants to open a store using their own brands and products.
Morrisons has been in business since 1899, but the Daily corner store brand has only been around since 2015. The Cheshire town of Crewe was the first Daily location, but more than 1,600 stores have opened in the decade since.
This expansion gets a major boost when Morrisons buys the McColls newsagents business out of administration in 2022. Morrisons was already the sole supplier of the old high street favourite, but with the acquisition it has consolidated its control by rebranding its stores.
Around 600 (almost 40 per cent) of Morrisons Daily stores are managed by franchisees, and it appears the supermarket’s head office is hoping to increase these numbers in the coming years.
