Central England Co-op is offering a 10% discount to all NHS workers to thank them for their efforts working on the frontline to help tackle the coronavirus.
NHS workers will also get priority access to Central England’s 242 stores by moving to the front of any external queue when waiting to enter.
Central England Co-op chief executive Debbie Robinson said: “Our NHS workers are playing a vital role at this uncertain time and that’s why we wanted to do something to say thank you for their incredible efforts.
“Front line workers, similar to our own colleagues in our stores and funeral homes, are essential to ensuring communities continue to be helped and supported and we cannot thank them enough for their efforts.”
NHS workers just need to show their ID card when they visit a Central England store.
The retailer has also reduced its opening hours to allow time for cleaning and restocking shelves with food and essentials, as well as ensuring staff get more time with their families to rest and recuperate.
It has brought forward its annual share of profits and increased its employee discount.
Plastic screens are also being installed at all till points as part of its ongoing efforts to keep colleagues and customers safe.