McColl’s Retail Group has agreed terms with Morrisons to extend the number of Morrisons Daily conversions from 350 to 450 stores.
It expects to complete all 450 conversions by the end of November 2022, compared to its previous target of 350 in the same timeframe.
Morrisons is extending its support and increasing its contribution to the enlarged conversion programme.
Chief executive of McColl’s Jonathan Miller said: “Within 12 months, we will have 450 stores open and trading as Morrisons Daily, representing over a third of our total community store estate and over half of our sales. These stores have a higher grocery mix and wider breadth of product choice which is great for our customers, and with strong sales growth and better return on investment, it is great for the Company too. We look forward to continue working closely with Morrisons in the years ahead.”
The expansion to this roll-out has been driven by the offer’s “higher grocery mix and wider breadth of product choice, driving enhanced customer spend, frequency and loyalty”. This stronger revenue performance, and a return on investment towards the shorter end of a 2-3 year payback range, underlines McColl’s decision to broaden the Morrisons Daily format across its community store estate.
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