Morrisons Overhauling Meat Counters

A new model is being introduced to Morrisons’ fresh meat counters as part of moves to revive its fortunes.

In-store butchers will now cut meat at the start of the day into several different sizes, which will then be packaged up ready for sale.

The range will be the same as before, but displayed on a flatbed so customers can help themselves, rather than having to ask butchers for individual cuts.

Morrisons claims the move will help free up butchers’ time as they will no longer have to work on creating curated meat displays each day. However, butchers will still be available to assist shoppers who want meat cut to a specific size or thickness.

Morrisons has set a target of rolling out the new meat counter format to 100 stores by the end of 2025, with around 60 already being altered.

A spokesperson for Morrisons said: “We are moving at pace with the modernisation of Market Street as part of our Morrisons Magic programme, and following successful trials, we’ve begun to roll out flatbeds in our butchery departments.

“These showcase the same range, with the freshness and quality that Market Street is renowned for, but with a more modern and contemporary look. They offer both the convenience of self-service for customers that prefer it and the traditional individual service from an in-store butcher.

“Customer reaction has been very positive, and we’re aiming to have the new look in 100 stores this year.”

Morrisons recently posted a rise in profits and revenues during its second quarter after it “bounced back strongly” from the cyber attack last year that impacted its trading ahead of Christmas.

During the period, it commenced trials of several new projects in-store, including a new look Market Street format with Farm Shop influences and more added-value products.

NamNews Implications:

• Morrisons will have sufficient customer behaviour data to calculate quantities required in advance cuts.
• Whilst retaining in-store butchers available to assist customers and tweak quantities as required...
• (with added convenience).
• All preserving the Look & Feel of their unique Market Street concept.
• A neat addition to the Market Street offering that made Morrisons different…