Morrisons expands to convenience market, re-introduces Safeway

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Morrisons is set to open its first ever series of convenience stores while reviving the Safeway brand for some of the food it supplies to independent retailers.

Known as Morrisions Daily, the Big 4 grocery retailer will open four convenience stores before Christmas and an additional six in January.

The pilot convenience stores will open in 10 Rontec petrol stations with footprints of up to 3000sq ft, and will sell branded and Morrisons own-branded products.

Meanwhile, Morrisons’ pledge to develop Safeway-branded products for wholesale to independent retailers will be available from early next year.


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Safeway was last scene in the retail scene and on the high street in 2004, when Morrisons acquired the business and re-branded all of Safeway’s high street stores.

Morrisons said the introduction of Morrisons Daily along with the re-introduction of Safeway was part apt as three-quarters of the UK convenience market were held by independent retailers.

“These are two capital light ways of growing in the convenience food market,” Morrisons chief executive David Potts said.

“By working with well-established partners and reviving the Safeway brand, we are making our products more accessible to more customers.”

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