• Morrisons opens first c-store on petrol station forecourt
  • Grocer has branded the store under the new ‘Morrisons Daily’ fascia
  • The 1,200 sq ft store is one of five that will be piloted by the supermarket giant

The grocer has opened its first petrol station store under the ‘Morrisons Daily’ banner. Take a look at all the latest images in our gallery.

Morrisons revealed in October that it was piloting five of the c-stores across the UK in a tie-up with Motor Fuel Group (MFG), which will enable the grocer to supply branded and own-brand goods.

The supermarket giant did not initially reveal the locations of the five stores, but the first of the tranche has opened its doors today in Crewe.

The 1,200 sq ft store has been branded with the new ‘Morrisons Daily’ fascia, which has been trialled in two of the retailer’s stores in Leeds. It will sell fresh and ambient food including food-to-go, fruit and vegetables, meat, fish, ready meals and a host of basket staples.

Morrisons said the store was given “a simple conversion” over the weekend but pledged to implement “more comprehensive design changes” in its future c-store pilots.

Logistics and supply chain director Ross Eggleton, who is leading the petrol station forecourt project, said: “These pilots will allow us to create different propositions for each location and the customers they serve.

“The first pilot in Crewe also allows us to test and refine our approach ahead of opening another four early in 2016.”

Return to convenience

It comes three months after Morrisons sold its 140-store M Local convenience business to a team led by entrepreneur Mike Greene and backed by investment group Greybull Capital. The stores were rebranded My Local and opened at the end of October.

Morrisons initially entered the convenience sector less than three years ago. But it employed what analysts described as a “scattergun” approach to opening stores, acquiring parcels of shops from HMV, Jessops and Blockbuster after the three retailers went bust in a bid to catch up with rivals Tesco and Sainsbury’s.

Despite convenience being grocery retailing’s fastest growing sector, new boss David Potts decided to sell the stores as part of his turnaround plan, which is centred on Morrisons’ core supermarket business.

But another one of Potts’ priorities is to “look at opportunities” in the convenience market “where the capital commitment is low”.

If the pilot is successful, Morrisons could roll out more of the c-stores across the MFG estate. The company, which is the second largest independent forecourt operator in the UK, owns 373 petrol filling stations, operating under the BP, Shell, Texaco and Jet fuel brands.

The new store, which is the first of five that Morrisons will open in a small pilot, will sell fresh and ambient food including food to go, fruit and vegetables, meat, fish, ready meals and basket staples.

Morrisons Daily

The new store, which is the first of five that Morrisons will open in a small pilot, will sell fresh and ambient food including food to go, fruit and vegetables, meat, fish, ready meals and basket staples.