Thursday, 22 September 2011
The Proposition: Morrisons in Tunbridge Wells
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 - The Flagship Store Of The Future in Royal Tunbridge Wells
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.
ENDS
About
Morrisons
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:
James French
Wm
Morrison Supermarkets PLC
0845
611 5371
Jenny
Marshall / Jo Lloyd
Camargue
020
7636 7366
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