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McColl’s has announced it has agreed a deal with Morrisons to extend the number of Morrisons Daily converted stores from 350 to 450 stores over the next year.
The group said it expects to complete all 450 conversions by the end of November 2022, compared to its previous target of 350 in the same timeframe.
Morrisons said it was “extending its support and increasing its contribution to the enlarged conversion programme”.
It comes as Morrisons Daily stores are said to have a higher grocery mix and “wider breadth” of product choice, which in turn is “driving enhanced customer spend, frequency and loyalty”.
McColl’s said that this stronger revenue performance underlines its decision to broaden the Morrisons Daily format across its community store estate.
Jonathan Miller, CEO of McColl’s, said: “Within 12 months we will have 450 stores open and trading as Morrisons Daily, representing over a third of our total community store estate and over half of our sales.
“These stores have a higher grocery mix and wider breadth of product choice which is great for our customers, and with strong sales growth and better return on investment, it is great for the Company too. We look forward to continue working closely with Morrisons in the years ahead.”
