Struggling grocer Morrisons has extended opening hours at nearly half of its stores as it aims to win back share in the tough market.
The grocer has extended opening hours to 6am-11pm at 230 of its 490 shops, according to The Telegraph. Those stores will be open for 1,600 more hours per week in total.
Morrisons boss Dalton Philips said stores “need to be open for longer” to meet the demands of “modern family life, flexible working hours and busy schedules”.
A recent YouGov poll found that one in five shoppers prefer to visit the supermarket before 9am or after 8pm.
Morrisons is undergoing a dramatic restructure after suffering declining sales and profits at the hands of the German discounters. The retailer is restructuring its store management teams, overhauling its systems and selling off “non-core assets”, including its online maternity retailer Kiddicare, which it offloaded last month.