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'Yorkshire roots' serving Morrisons well - 14/03/08
Supermarket chain Morrisons continues to be well served by its strong Yorkshire roots, the editor of Retail Week magazine has said.
Tim Danaher's comments come after the Bradford-based retailer yesterday revealed a 66 per cent increase in profits to £612 million.
Morrisons is now emerging successfully from a difficult period precipitated by its 2004 acquisition of competitor chain Safeway, he told BBC Radio Five Live.
"One thing it's always been really good at is good old-fashioned grocery," Mr Danaher says.
"It's very proud of its Yorkshire roots and it’s got a strong culture of service and quality product, focusing really on traditional product lines - things like meat - and that plays really well with shoppers at the moment.
"It ties in with shoppers’ focus on the providence of their food, where it all comes from."
Despite its "fantastic heritage in the north", it has taken some time for shoppers in the south to get used to the Morrisons brand.
A successful marketing campaign at Christmas and heavy discounting on the part of the retailer have helped to overcome initial resistance, Mr Danaher maintains.
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