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.
