Morrisons have announced the opening of their Wilmslow convenience store on Monday, 1st August, with a strong focus on fresh food and competitive pricing.
The store, branded M-local, is the second of a three store trial to evaluate and refine Morrisons convenience offer.
Features of the new store will include: freshly ground coffee, fresh orange juicer, hot food-to-go counter, a salad bar and a selection of locally produced products including Beartown Brewery beers, Andrews of Salford pork sausages and Robert's bread.
The store will also stock fresh meat and fish, and deli express items such as cheese, cooked meats and olives, that are prepared daily in the nearby Cheadle Heath store.
The M-local store will stock a minimum of 100 lines of fresh fruit and vegetables as well as lots of fresh meat, fish and bakery products. Most of the fresh food, including meat, fish and bread will be prepared by skilled craftsmen and women and, unlike some convenience stores, there will be no price premium on fresh products.
Dalton Philips, Chief Executive of Morrisons, said: "Convenience is one of the fastest growing sectors of the market and developing our offer in this channel is a key part of our growth strategy. We believe that convenient food doesn't have to mean dull food.
"The M-local offer will be different: a greater emphasis on fresh food and, critically, the same competitive prices for fresh food in M-local as in Morrisons will really set us apart from the competition. I'm confident that customers will find the M-local offer compelling and different and I look forward to hearing their feedback. "
The new Water Lane store will open at 9am on Monday 1st August and will then be open from 6.00am until 11.00pm daily.
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