Morrisons to pilot convenience offer in petrol stations and revive Safeway brand
Morrisons is to pilot a convenience food offer in ten petrol station shops owned and managed by forecourt operator, Rontec.
In addition, the supermarket chain is developing a range of hundreds of convenience products for wholesale to independent retailers, branded Safeway. The range will be available from early next year.
Morrisons acquired the Safeway supermarket chain and its brand in 2004 and then rebranded the stores.
Four Morrisons Daily shops will open before Christmas and a further six in January. They will be up to 3,000 square feet in size and will sell branded and Morrisons’ own brand products.
The supermarket is already trialling a convenience offer with another forecourt operator, Motor Fuel Group
Morrisons Daily shops will be supplied by Morrisons via delivered wholesaler specialist Palmer & Harvey.
David Potts, chief executive of Morrisons, said: “These are two capital light ways of growing in the convenience food market. By working with well-established partners and reviving the Safeway brand, we are making our products more accessible to more customers.”
