- Mendick, Robert (14 November 2015). "Sour truth behind Morrisons' 'For Farmers' milk". Daily Telegraph. Retrieved 16 November 2015.
Wednesday, April 5, 2017
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unhappy Christmas: Supermarket giant announces 2.5% fall in festive
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Criticism
Potentially harmful dog feeding
In December 2012 a television advertising campaign which showed a child giving a dog pieces of Christmas pudding was criticised by the British Veterinary Association and the Kennel Club. Christmas pudding contains ingredients which can be harmful to dogs which led to concern that the behaviour in the clip could be copied with detrimental consequences for animals. A spokesman for Morrisons stated that it had sought veterinary advice before the shoot, at which a vet was present. Advice given was that "...there would be minimal, if any, risk to a dog of serious toxic reaction should a small amount, in relation to its body weight, of Christmas cake or pudding be consumed on a one-off basis.”[87]Inaccurate claim of support for British farmers
Following a well publicised crash in UK milk prices Morrison's launched UK flag branded milk labelled 'For Farmers’ promising an extra £0.23 per carton. In fact the money went to a Scandinavian co-op group and only one quarter of money went to UK farmers.[88]See also
Distribution
In 2005 Morrisons purchased part of the collapsed Rathbones Bakeries, which supplied Morrisons bread, for £15.5 million.[82]
In 2007, Morrisons opened a new Distribution Centre in Swindon[83] and announced that it had bought a new site on Junction 23 of the M5 in Bridgwater in Somerset, for redevelopment as a fresh produce packing facility.[19]
In 2011 Morrisons opened a new 767,500 sq/foot distribution centre in Bridgwater as part of the £11 million redevelopment project. This project also created 1,200 new jobs.[84][85] The opening of the new distribution centre meant that the Swindon depot was no longer required and it was closed in December 2011.[86]
In 2007, Morrisons opened a new Distribution Centre in Swindon[83] and announced that it had bought a new site on Junction 23 of the M5 in Bridgwater in Somerset, for redevelopment as a fresh produce packing facility.[19]
In 2011 Morrisons opened a new 767,500 sq/foot distribution centre in Bridgwater as part of the £11 million redevelopment project. This project also created 1,200 new jobs.[84][85] The opening of the new distribution centre meant that the Swindon depot was no longer required and it was closed in December 2011.[86]
Former operations
Kiddicare
In 2011, Morrisons bought children's retailer Kiddicare for £70m to give it the knowledge to sell clothing and homewares online.[67] In 2012 10 former Best Buy stores from the Carphone Warehouse were acquired to expand Kiddicare into retail stores.[68] In March 2014 Morrisons CEO Dalton Phillips announced the company's intention of selling Kiddicare. The company was sold to the Endless private equity firm for £2 million in July 2014, only to be sold on to Worldstores two months later (in September 2014) for an undisclosed sum.[69]FreshDirect
Morrisons purchased a 10% stake in New York-based online grocer FreshDirect for £31 million in 2011. After having sent a team to New York to learn from the business ahead of the predicted launch in 2013, Morrisons began a home delivery initiative in January 2014. In March 2014 Morrisons CEO Dalton Phillips announced the company had agreed to sell its stake in FreshDirect due to financial difficulties the company was facing and, as it had set up its own online shopping site, it no longer needed FreshDirect.[70] The sale was completed in August 2016 for £45 million.[71]Convenience stores
Morrisons M local, Church Street, Liverpool
A distribution centre in Feltham, West London was acquired to provide a distribution network to the stores in London and the South East where there are few superstores.[73]
Around 70 stores were opened by the end of 2013, which was boosted by the purchase of 7 Jessops and 49 Blockbuster stores from administrators.[74] On 26 February 2013, a further 6 HMV stores were acquired from administrators.[75] The M Local chain was sold to a private equity group in 2015 and rebranded My Local, but this went into administration itself less than a year later.[76]
Marketing and branding
Logos and slogans
The Morrisons logo, 1980-March 2007
The Morrisons logo, April 2007 until October 2015
The change saw the replacement of the old yellow and black logo, with the "More reasons to shop at Morrisons" strap line replaced with "Fresh choice for you". In 2010 this was replaced by "Eat Fresh. Pay less." This was later changed again in 2013 to "More of what matters". It also involved the replacement of external signage, with the previous Morrisons signs being retained alongside the new logo, as well as changes to product packaging, point of sale, advertising, staff uniforms (replacing the old blue ties and bows with green ones) and distribution vehicles. The rationale behind the decision was the need for Morrisons to attract a wider national customer base, capitalising on its expanded geographical spread following the acquisition of Safeway.[78] However, in 2016 Morrisons released a new logo to try and draw on the brand's heritage, with the new logo being installed an all store signs as well as new uniforms and new in-store looks.[79]
Loyalty card
The Morrisons Match & More card price matched the chain's customers' comparable grocery shopping in store and online with Aldi, Lidl, Tesco, Sainsbury’s and Asda. If a customer spent £15 or more and could have paid less for their comparable groceries, Morrisons automatically gave them the difference in points on their card at the checkout. For 1p difference in the cost of shopping, customers got 10 Match points – and for £1 difference they got 1,000 points. The difference was calculated at the checkout on national brands and comparable own label products and fresh food, even those that are on promotion elsewhere.[80] In 2016 the Match & More loyalty cards were rebranded as the "More" loyalty card and all customers were issued a new card in line with the rebranding.[81]
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