Morrisons confirms return of popular feature after pushback from customers

Morrisons has confirmed the return of a popular feature to some of its stores after pushback from shoppers. The chain, which has almost 500 supermarkets across the UK, announced the axing of dozens of Market Street counters as part of wider cost-saving measures last year.

It saw 35 meat and 35 fish counters, where customers could have meat cut and fish filleted by a trained member of staff, disappear from outlets up and down the country. The move formed part of a restructuring that also involved the closure of more than 50 cafes, around a dozen florists, all of its Market Kitchen in-store dining concepts, and four pharmacies, The Grocer reports.

Morrisons chief executive Rami Baitiéh said at the time that the closures of the sites were a "necessary" part of their plans to "renew and reinvigorate" the business, enabling them to "focus our investment into the areas that customers really value and that can play a full part in our growth".

The counters were replaced with pre-packed displays. But it reportedly didn't go down well with many Morrisons regulars, who appreciated the tried-and-tested feature, which had long been a distinctive part of Morrisons' offering.

The outlet is now reporting that the retailer has had a change of heart in response to customer feedback, with a spokesperson acknowledging that they're a part of the brand's "DNA".

The new strategy will reportedly see the reopening of some of the fish and meat counters with some new features - though none of the other cost-cutting measures like the cafe and florist closures will be reversed.

Morrisons is yet to confirm how many of the 70 counters are set to return. It revealed the new approach at an annual conference in June, as well as plans to modernise the in-house Market Street sub-brand.

Ones that return will once again be staffed to serve customers whilst also including flatbeds and pre-prepared products ready to be dropped in baskets.

The spokesperson told the industry news website that they have "listened to customers and are now planning to reopen a number of these over the coming months".

Any that do return will do so in phases, and some have already made a comeback in Great Park in Newcastle, Herne Bay, Thornbury in Bradford, and Yeadon in Leeds, with more to follow.