M Local

Context

UK supermarket Morrisons, were lagging behind their competitors in moving into the convenience market. Using this as an opportunity to learn from global best practice and ‘leap frog’ the sector, they wanted a new convenience store design that dispelled the long held belief that convenience shops don’t sell fresh food. 

Solution

M local has won numberous awards, but has come second in several more.

“M local provides the most differentiated and compelling small shop offer the UK has seen in many years. Based on a design that’s rooted in strategic brand knowledge, M local allows neighbourhood communities to experience the fresh food that Morrisons is famous for, in an environment that is truly reflective of everything our brand believes in.”

- Joe Ward, Head of In-Store Marketing, Morrisons.