Content about WEST YORKSHIRE

March 8, 2012

Morrisons, the large U.K.-based supermarket chain, wanted to get closer to its customers. The result was M Local, its new 3,000-sq.-ft., freestanding, convenience food format.

ILKLEY, WEST YORKSHIRE, U.K. — Morrisons, the large U.K.-based supermarket chain, wanted to get closer to its customers. The result was M Local, its new 3,000-sq.-ft., freestanding, convenience food format. In developing the new store, Morrisons identified four key issues U.K. customers have with convenience stores: lack of fresh food options; poor overall quality and value; difficult to shop; and poorly stocked.