Incentives announced to expand Morrisons Daily franchise stores
BOSSES at Morrisons have revealed new and improved retailer motivation schemes that they hope will enable the rapid expansion of its 700 franchise-operated Morrisons Daily convenience stores across the UK, with targets to open hundreds more such outlets in the years ahead.
Firstly, the current ‘Refer a Friend’ recruitment benefit that rewards existing partners who help grow the network is being doubled. And, secondly, the grocer has launched a switching incentive so that franchise partners operating stores under other symbol groups can get £2,000 for transferring those shops over to Morrisons Daily.
The schemes to encourage more retailers to move to Morrisons Daily were unveiled at the company’s national franchise conference held recently in Bradford. The event also saw the launch of the ‘Hot Weather Club’, which automatically allocates essential water and ice lines to registered stores when local temperatures hit 23C or above, guaranteeing stock availability while offering a cost saving of more than 10%.
The conference included a presentation from chief executive Rami Baitieh, who emphasised the focus on mutual growth. Attendees also participated in interactive, operationally focused workshops targeting key commercial areas, including supply chain and logistics, as well as driving value for customers through price-marked packs.
In addition, there was a dedicated supplier village showcasing the direct-to-supplier initiatives available to franchise partners as well as fundraising activities that raised money for Marie Curie, the Morrisons official charity partner.
The gathering also celebrated significant improvements in on-shelf availability – underlining the conference’s central theme of unlocking the full power of the broader Morrisons business. Delegates heard this ensures franchisees can seamlessly leverage Morrisons retail expertise, such as its field-based trainers and industry-leading NPD pipeline, in order to gain a competitive edge.
Paul Dobson, wholesale director at Morrisons, said: “Our franchise partners are the engine for the future growth for Morrisons Daily and this conference was a fantastic opportunity to celebrate our shared successes. We are entirely committed to supporting their businesses by reducing operational costs and making the very best of Morrisons – from our skilled teams to innovations like our Hot Weather Club – fully available to them.”
