Thursday, 22 September 2011
The new Morrisons in Tunbridge Wells will be one of the group’s first ‘stores of the future’. It will bring all of the innovations Morrisons has been trialling in its Fresh Lab innovation stores together in one bespoke proposition – tailor-made for the Tunbridge Wells demographic.
Morrisons in Tunbridge Wells will present a premium yet great value offer that pushes the boundaries on the range of fresh produce sold and the way it is merchandised.
The inspiration for Tunbridge Wells has come from Morrisons Fresh Lab innovation store in Kirkstall near Leeds and its new M Local convenience stores which offer outstanding fresh produce and ‘fresh to go’ ranges.
Morrisons is known for its exceptionally fresh produce and for delivering excellent value, made possible by its unique structure – Morrisons owns its own farm, manufacturing and packaging businesses. Morrisons also has more people preparing food in store than any other retailer including fully trained butchers, bakers and fishmongers.
Morrisons’ drive to create the ‘store of the future’ and its focus on stocking the best fresh produce coupled with a premium range has been spearheaded by new CEO, Dalton Philips, who joined the business in March 2010 after a career in international retailing.
The inspiration behind some of the innovations being trialled in the Fresh Labs stores comes from the USA and Canada, countries renowned for their emphasis on innovation and service. With Fresh Lab, Morrisons is taking the ranging and merchandising of fresh produce to another level altogether which will see it become a destination for gourmet produce - something not seen in UK supermarkets until now.
Morrisons in Tunbridge Wells
The store will have a modern and contemporary feel. It will have clear sight lines and be clutter free.
Traditional produce, as well as a more exotic and unusual range, will be on offer with up to 450 different lines of fresh produce.
Morrisons supports local producers wherever it can, for example, it works with 43 different local breweries at present who supply their beers to stores within a 30-mile radius.
Fruit and vegetables: to guarantee the freshest and best quality produce for the store we would work with a number of specialist suppliers, one of which orders directly from wholesalers at New Covent Garden Market. Produce will be presented in a market style, in low level open containers.
Wherever possible fruit and vegetables will be sold loose and, where required, kept on top of ice beds with ‘misters’ to maximise their freshness.
The Tunbridge Wells store will be modelled on our Kirkstall store near Leeds which sells ten different types of Chinese greens; nine varieties of loose tomatoes and ten types of loose mushrooms, including Italian black summer truffles – a first for one of the four big supermarkets.
Fresh to go: located opposite the railway station, the new Morrisons will have a large ‘fresh to go’ section. Aimed at busy commuters who need to make quick purchases, it will comprise fresh coffee, freshly squeezed juice and a range of designer sandwiches, baguettes, bagels and wraps all prepared in store throughout the day.
The Butchers: a terrific array of up to 60 different varieties of fresh meat including organic lamb, beef and pork with more unusual cuts on offer in addition to traditional favourites.
The Fishmongers: up to 60 varieties of fresh fish and shellfish, including more exotic varieties.
The Florists: a dedicated area in the store with a contemporary range of fresh flowers supplied direct from one of the country’s top importers. The Florists will be able to make bouquets and prepare wedding flowers.
Deli Express: an excellent and contemporary deli offer with continental meats and cheeses from around the world. Deli Express will also have an olive bar.
Ovenfresh: A stunning range of high-quality ‘ready meals’ and hot food as well as traditional baked produce such as 25 different hot pies.
The Bakery: up to 25 different lines in The Cake Shop and 40 varieties of bread, freshly baked in store all day, every day, including the more unusual varieties and breads made using the poolish method.
Wines and spirits: a choice of quality affordable wine as well as a robust selection of fine wines and champagnes. Wines will be grouped according to drinking style rather than country of origin and will be conveniently located adjacent to the fresh foods.
Grocery: this will be a tailored range of items, selected to meet the needs of the Tunbridge Wells customer base.
Morrisons is still defining its offer for the Tunbridge Wells store and will announce new innovations as they are confirmed.
Morrisons has announced today that it will be opening one of its first ‘stores of the future’ in Tunbridge Wells. When it opens by Easter 2012, the new style store will be one of Morrisons’ first new era stores to open in the South East.
The Vale Road site by Tunbridge Wells Railway Station will be transformed into a contemporary shopping space, focused on an innovative and wide-ranging, premium fresh food offer, yet still delivering Morrisons’ great value.
Morrisons has embraced more flexible store formats since Dalton Philips, the group’s new CEO, joined the business last year. Value, affordability and freshness remain Morrisons’ key differentiators; in the ‘store of the future’ this is now coupled with a premium range of gourmet foods and high quality culinary produce.
Morrisons’ ‘store of the future’ will offer up to 450 different lines of fresh produce including an array of exotic fruits and vegetables. The Tunbridge Wells store will be modelled on its Kirkstall store near Leeds where it sells ten different types of Chinese greens; nine varieties of loose tomatoes and ten lines of loose mushrooms, including Italian black summer truffles – a first for one of the four big supermarkets.
Morrisons has more people preparing more food in store than any other retailer and the Tunbridge Wells store will have fully trained fishmongers, butchers and bakers - all with expert knowledge of their product areas.
Other important features of Tunbridge Wells’ new Morrisons will be:
- ‘Fresh to Go’ – fresh coffee and freshly squeezed juice alongside a range of freshly made sandwiches, bagels, baguettes and wraps aimed at the busy commuter
- The Butcher – up to 60 varieties of meat including organic lamb, beef and pork, in traditional and more unusual cuts
- The Fishmonger – up to 60 varieties of freshly caught fish and shellfish with exotic varieties as well as local favourites
- The Florist – loose blooms and contemporary bouquets sourced and created by a team of professional in-store florists
- Deli Express – a contemporary deli offer including continental meats and cheeses complete with olive bar
- The Bakery – up to 40 traditional and more unusual varieties of bread sold fresh - baked all day every day
- Ovenfresh – high-quality ‘ready meals’, hot foods and traditional baked produce
- Wines and spirits – a choice of quality affordable wines alongside fine wines and champagnes
Andy Newton, format director at Morrisons said: “We are delighted to be opening one of our first ‘stores of the future’ for the South East in Tunbridge Wells. This store will bring together all the best innovations in fresh produce from the UK, the US and Canada.
“Until now Morrisons has not had a format that would be right for Tunbridge Wells. With our ‘store of the future’ we can provide the town with a premium offer, including the widest range of fresh ingredients alongside other innovations we have trialled in our concept store in Kirkstall, Leeds.
“This is Morrisons as you probably have never seen it before, with more surprising produce and an exciting layout but still highly affordable.”
Morrisons works directly with suppliers, sources locally wherever possible and has its own farm. As a result it gets great prices on fantastic products.
Morrisons has submitted a planning application to Tunbridge Wells Borough Council to allow certain changes to be made to the store’s exterior and the circulation space to the front of the store. These changes are designed to lighten up the store frontage, improve customer accessibility and significantly enhance the experience of visiting the new store.
Leader of Tunbridge Wells Borough Council, Councillor Bob Atwood said: “The council has now received a planning application in respect of the Tunbridge Wells Morrisons’ site. It seems our wish to see the end of the saga of the empty store may yet come true. Personally, I am pleased Morrisons has adhered to the timescales we agreed with them. We should not be complacent, but, having submitted an application to make some improvements to the store, it suggests Morrisons is committed to returning to our town.”
Subject to securing planning consent, the new Morrisons would open by Easter 2012. Once open Morrisons will employ around 220 people.
Morrisons is the UK’s fourth largest food retailer with 459 stores and our business is mainly food and grocery - the weekly shop. Uniquely we source and process most of the fresh food that we sell though our own manufacturing facilities, giving us close control over provenance and quality. We only sell 100% British fresh beef, lamb, pork and poultry and we have more people preparing more food in store than any other retailer including butchers, bakers and fishmongers. Every week, more than 11.5 million customers pass through our doors and more than 132,000 colleagues across the business work hard each day to deliver great service to them. With competitive prices and hundreds of special offers, we are proud to save our customers money every day.
For more information, please contact:
Wm Morrison Supermarkets PLC
0845 611 5371
Jenny Marshall / Jo Lloyd
020 7636 7366