Morrisons, one of the UK’s leading grocery retailers, is making significant changes to its operations, including the closure of its café in Bathgate and the introduction of special checkout lanes for Mother’s Day. These developments reflect the company’s broader strategy to cut costs while also enhancing customer experience.
The café at the Morrisons supermarket in Bathgate is set to close as part of a wider initiative that will see 17 stores shuttered across the UK. This move is part of a plan to close 52 cafés, putting over 350 staff members at risk of losing their jobs. Additionally, the company plans to shut down two Morrisons Daily convenience stores in Scotland and eliminate all 18 market kitchens, 13 florists, 35 meat counters, 35 fish counters, and four pharmacies over the coming months.
Despite these closures, Morrisons reported a 4.1 percent increase in sales for the year, with profits climbing to £835 million from £751 million the previous year, excluding the crucial Christmas trading period. The retailer acknowledges the pressure from discount supermarket rivals, with Aldi overtaking Morrisons as the UK’s fourth-largest supermarket chain in 2022.
Chief executive Rami Baitiéh described the closures as a "necessary" part of their plans to "renew and reinvigorate" the supermarket chain. He stated, "In most locations the Morrisons Café has a bright future, but a minority have specific local challenges and in those locations, regrettably, closure and re-allocation of the space is the only sensible option." Baitiéh emphasized the importance of focusing investment into areas that customers value, while also making necessary changes to unprofitable aspects of the business.
In a bid to enhance customer experience, Morrisons is launching "mum-only" checkouts in 497 stores across the UK this Sunday, March 30, 2025, in celebration of Mother’s Day. This initiative aims to help mothers speed up their shopping trips and feel "truly special" on their day. The company will provide signage to direct shoppers to these checkouts, and staff will be available to assist with scanning and packing groceries.
To further celebrate mothers, Morrisons plans to give away 50,000 boxes of Guylian chocolates to those who use the special lanes. Gareth Lloyd, Head of Marketing Events at Morrisons, noted, "The reality is that many mums still end up doing chores like the weekly shop on Mother’s Day – even though it is supposed to be the day that they are spoiled! Therefore, we’ve launched Mums’ Lanes in stores to give a little something back to all the mums shopping with us on their special day."
In addition to the checkout changes, Morrisons has recently revamped its loyalty card scheme to allow shoppers to purchase "first baby formula" using More Card vouchers. This change follows the Competition and Markets Authority’s (CMA) recent recommendations to amend regulations that previously restricted the use of gift cards, vouchers, and loyalty points for buying infant formula.
While customers can now redeem vouchers for baby formula, they are still unable to earn loyalty or More Card points when making these purchases, due to existing CMA regulations established in 2007. Morrisons' director of loyalty, Kate Lavery, commented, "First baby formula is an essential item in the weekly shop for many parents, and we are helping them to save on their purchase by allowing More Card Fivers to be redeemed on the product. This is part of our ongoing commitment to delivering market-leading value through the More Card, whether it’s savings on everyday essentials, exclusive promotions, or rewarding loyal customers with offers to make their budgets stretch further."
These dual strategies of cutting costs through closures while simultaneously enhancing customer service with special initiatives demonstrate Morrisons’ attempt to navigate a challenging retail environment. As the supermarket sector continues to evolve, retailers like Morrisons are adapting to meet the changing needs and preferences of their customers.
While the closures and job losses are undoubtedly difficult for those affected, the company is optimistic about its future. Morrisons aims to focus on areas that will drive growth and profitability, ensuring that it remains competitive in an increasingly crowded market.
As the changes take effect, both customers and employees will be watching closely to see how these strategies unfold and what impact they will have on the overall shopping experience at Morrisons. The company’s commitment to modernizing its operations while still catering to customer needs will be crucial in determining its success moving forward.
In the face of challenges from discount rivals and shifting consumer behavior, Morrisons is making tough decisions that reflect both the realities of the retail market and the need to innovate. Whether through closures or special events like Mother’s Day checkouts, the supermarket is striving to maintain its relevance and appeal in a competitive landscape.
