My Local chief Mike Greene outlines new chain's ambitions

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The newly-created My Local chain will operate in the space between the independents and multiples, with an emphasis on local and fresh, chief executive Mike Greene has told C-Store.

Greene headed a recent buyout of Morrisons’ 140-strong M Local c-store chain, with the multiple incurring a loss of around £30m. The stores will be relaunched as My Local on 26 October and will be supplied by Nisa in a five-year deal worth up to £1bn.

“We’ll catch the entrepreneurialism of independents and the discipline of the multiples,” he said. “Some independents don’t move quickly enough, and don’t invest in fresh, whereas we want to be obsessive with fresh.”

He added that Morrisons gave too much space to fresh, meaning it often looked under-stocked, whereas he wanted to make the category look “abundant”. “There will be no major changes, but a rebalance of categories,” he added.

In addition every store will source 5% of their range from local suppliers within a 15 mile radius, and each will support a charity within one mile through, dovetailing with Nisa’s Making a Difference Locally scheme.

“We will be like an independent chain, in that we’re not affected by share price or interested in what the national newspapers say, and will respond to local needs,” he added.

Greene said he would drive profit by raising prices to Co-op levels. “Most products at M Local are at supermarket prices - the Oxford Street store had products that were 50% cheaper than the store next door. So we will slightly raise the prices, to Co-op levels, meaning about 2% extra margin. And we will not be taking stores which were an anchor because they have been closed.”

M Local also struggled because Morrisons’ distribution centre was set up for more than 500 stores, “so it wasn’t profitable with the number of M Local stores it operated”.

Nisa was the best choice as suppliers as they have the “best fresh credentials”, while the Heritage range offered an extensive range and was not attached to a symbol group, Greene said.

Readers' comments (36)

  • Well done Mike, if anyone can turn these stores around its you and with the backing of greybull , if this business plan passed there stress test then your already halfway there. A grave mistake by morrisons though as in a statement they mentioned that they haven't ruled out entering the convenience market in the future sounds bizarre after giving in after a short stint in the category why didn't they just employ you to help turn them around??
    I would have loved the opportunity to turn these to my format but the exceptionally high rents and lack of any freehold interests deterred me. But you are definitely the right guy for the job, I wish you luck
    Mickey SONI

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  • It is a delight to see people like Mike Greene and a expert team take on this
    new retail venture with sincere objectives
    for customer satisfaction and success. I have assisted the team a little prior to the
    live date today and it has been a pleasure
    doing so, my best wishes to all with the way
    John Florence with the Tall Group of Companies.

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  • Went into the Reading Store - I would say they had 2% of stock out fridges and rows of shelves were empty.
    What there was looked like a jumble sale from any supplier they could - every sandwich was from a different supplier.
    Some of the stick looked of questionable quality four anemic pineapple pieces in a large plastic cup severely overpriced.
    It looked like a desperate cash and carry run stocked with whatever they could lay thier hands on.

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  • Trying to contact "my Local" regarding supplying fresh you have the info` ?

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  • I know its early days but just been to the local Blackpool store on Warley Road and all I can see is an abundance of unhealthy fast foods. People are more aware than ever of healthy eating. Get quality healthy products as welll if you want to retain your loyal customers. Disappointed....

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  • Have been to the newly converted store just outside Staines several times to give it a chance. An absolute disaster, will have to go back to Tesco superstore. Almost all the prices have gone up significantly. wholemeal bread 2 for £1 now cheapest brown loaf 69p. all the decent beer and wine deals gone. All the half price deals gone. used to visit 3-4 times a week for essentials and offers. NO MORE. What a shame Morrisons local had only been open 12 months

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  • The experience at the Langney Point My Local in Eastbourne is the same as those in Staines etc. Prices have gone through the roof, certainly a lot more than the 2% quoted by Mike Greene and despite promises about how good NISA are they cannot even offer 4 pint bottles Skimmed Milk. A straw poll of my neighbours has shown that we are all voting with our feet and now going back to the local big supermarkets. We all used to visit the Morrisons Local 3 or 4 times a week but not any more!

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  • Very disappointed in new My Local store in Leigh-on-sea Essex.
    9.30 on Wednesday morning.
    Fresh fruit and Veg shelves nearly empty.
    No potatoes but some found out the back.
    Peppers, Tomatoes still in racking so had to ask for assistance.
    No prepacked apples in store.
    Unable to decipher dates on packaging. How fresh I wonder.
    Overall will be going back to my local Tesco just couple of blocks from this store

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  • Smaller local Aldi's are what we want but with a more aesthetically pleasing colour scheme for integration into our small high street/village locations.

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  • I am one of ur security guard at wilmslow park Manchester I have been working from last two years no body have problame wid me from last two years my job is to save ur staff and stack so let me tell u what I am doing in the store from last two years I do salf service I help mamber of staff I cleaning bines moving baskets and doing floor Mahican to clean the floor I was doing this from last two year no body have problame wid me but now I refuse 1 of mamber of staff he call DAVE he was stand there and I help coustmers what happen today at 5:30 14/11/15 I have seen this girl at the store she was not looking good to me u can see this girl clear in the cctv what she was try to do then i go that said she told me that u follow me I said no I am doing my job then I let her to do what she doing but I still watching her she get some thing and move to salf service she was stand there then this guy Dave come to help her and she told him that security guard following me u know what Dave told her complain about him when she finish exit the store she told me to go back to ur country where u come from there is some mamber of staff Hire her what she said then she gone later this guy Dave run to call her back to take her detail and told her to complane about me then he come back to the store then he take some food and gave to her for free I told him why u doing this u dident pay for this he told me to fuck up and she was good girl and I try to tell team leader she done nothing about it he gave free food to her and what is the point I'm working in this store I am here to couch shoplifter when the mamber of staff doing same thing then why should I stop shoplifter no body here me this is what I said this 110% true if any 1% lye I am ready to lose my job thank this is not only 1 day he doing this staff he always eating staff in the store and I swear on my mum he have problame with each black man and each other's background he is been kick out from his last store because he was not good with people if u want to lose ur money then keep him in the store I am not against him I work for right so it's up to u guys now

    Wali security officer Winslow park Manchester thank

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