Supermarket fights back (From Runcorn and Widnes World)

Morrisons announces exciting developments

3:20pm Wednesday 9th January 2013 in News

SUPERMARKET giant Morrisons has admitted that its Christmas sales fell 2.5 per cent, compared with the same time last year.

In Widnes, the store now competes with a 24-hour Tesco Extra, Asda, and Aldi.

Morrisons is the UK’s fourth largest supermarket group and opened its seventh new M local store in Upton Rocks in November, creating 20 jobs.

The chain hopes to have 70 convenience stores by the end of 2013.

The company employs around 130,000 staff at 455 stores.

The supermarket said they were unable to provide figures for the Greenoaks store, but is confident it is on track to meet profit expectations.

Roy Potter, manager of Morrisons Widnes, said: “2013 is the year that we’ll be shouting even more about our in-store specialists and the things that make Morrisons different and better than our rivals.

“Many shoppers prefer the personal touch that our buthchers, bakers and fishmongers offer.”

Analysts believe Morrisons struggled to compete with Tesco, Asda and Sainsbury’s because of its lack of a grocery delivery service.

The Widnes store faces increasing competition from discounters like Aldi, Home Bargains, B&M, and Iceland.

Morrisons is re-vamping its advertising after signing celebrities Ant and Dec to front their commercials.

The supermarket chain is also sponsoring some of their Saturday night TV programmes, including Britain’s Got Talent and Ant and Dec’s Saturday Night Takeaway.

Morrisons chief executive Dalton Philips believes they are not promoting their skilled butchers, bakers and fishmongers.

He said: “We do so much more than anyone else and we aren’t getting that message across.”