The supermarket chain responds to feedback by bringing back traditional offerings at select stores
Category: Business
Morrisons is making a notable reversal by reopening its Market Street meat and fish counters at 13 locations, following a wave of customer complaints about closures that occurred last year. The supermarket chain confirmed that five stores have already reopened their counters, with an additional eight set to follow in the coming weeks, marking a major shift from its previous cost-cutting measures.
This decision comes after Morrisons faced backlash for closing 70 counters—35 for meat and 35 for fish—as part of a broader strategy to reduce costs in 2025. In addition to the meat and fish counters, the closures last year also affected 52 cafés, 13 florist sections, four pharmacies, and all branches of the Market Kitchen format. Many customers expressed dissatisfaction, arguing that the closures deviated from the founding principles established by Ken Morrison, the supermarket's founder.
A spokesperson for Morrisons emphasized the importance of the Market Street counters, stating, "Our Market Street counters are part of our DNA. They are at the heart of our offer and a real differentiator for Morrisons." The supermarket has spent the past year enhancing operational efficiency at these counters, implementing strategies to reduce food waste and improve service quality, allowing them to return to selected stores.
The closures in 2025 were part of a cost-reduction effort aimed at addressing unprofitability issues within certain locations. Morrisons had argued that the specific counters were not meeting financial expectations. Nevertheless, the backlash from customers led the company to reassess its strategy. Group Trading Director Andrew Staniland is leading the initiative to reinstate these offerings under the relaunch of the Morrisons Magic strategy, which was outlined at the annual IGD conference in June 2026.
As part of the reopening, Morrisons plans to restore traditional manned service and introduce modern features such as flatbeds and grab-and-go options. This upgrade aims to provide customers with more choices and convenience when shopping for fresh meat and fish. The supermarket is also introducing digital ordering screens at its pizza counters and extending its range of freshly prepared food across Market Street.
Currently, customers can shop at reopened counters in locations including Great Park (Newcastle), Herne Bay, Thornbury, Yeadon (Leeds), and Bolton Dawes. These locations are part of the initial wave of reopenings, with more stores being assessed for potential reinstatement of their counters. Morrisons has not yet confirmed how many of the 70 closed counters will eventually return, but the company has indicated that additional reopenings are expected.
The phased reopening of the meat and fish counters is part of a broader strategy to reconnect with customers and restore the unique shopping experience that Morrisons has long been known for. The company is aware of the competitive pressures in the grocery market, particularly as it recently lost its position as the UK’s fifth-largest supermarket, overtaken by Lidl. This shift reflects the changing dynamics in the retail sector, where customer preferences are increasingly driving business decisions.
In addition to the reopening of counters, Morrisons is also focused on enhancing its operational efficiency. Over the past year, the supermarket has made strides in reducing waste and improving the efficiency of its counters. The introduction of new features and services is expected to attract more customers and strengthen the brand’s identity.
As the reopening of the counters progresses, Morrisons will continue to evaluate customer feedback and operational performance. The company has indicated that it is committed to listening to its shoppers and adapting its offerings to meet their needs. The reopening will occur in phases, with a small number of counters expected to open each month.
In the face of challenges, including modest sales growth—only a 1.4% increase in take-home grocery sales reported in June—Morrisons is determined to navigate through its turnaround plan. The supermarket's leadership is aware that its success hinges on its ability to adapt to changing consumer demands and preferences.
As Morrisons embarks on this new chapter, customers can look forward to the return of skilled butchers and fishmongers, who will be available to prepare meat and fish according to individual preferences. This move aims to improve customer satisfaction and reinforces Morrisons’ commitment to quality and service.
The supermarket has a history of reassessing its strategic decisions, as seen in its recent removal of several self-checkout stations after CEO Rami Baitiéh acknowledged that previous implementations of technology might have gone too far. Moving forward, Morrisons appears to be focused on balancing modernization with the traditional values that have defined its brand.
With the reopening of its Market Street meat and fish counters, Morrisons is taking a step toward restoring customer trust and loyalty. The phased approach to reopening will allow the supermarket to gauge customer response and make necessary adjustments to its offerings. As the company continues to evolve, it remains committed to providing a unique shopping experience that sets it apart from competitors.
As the supermarket chain prepares for more reopenings, customers can expect to see additional announcements in the coming weeks about which locations will reinstate their counters. This renewed focus on customer feedback and service quality could mark a turning point for Morrisons as it seeks to regain its footing in a competitive market.