Morrisons Supermarkets

What Morrisons Supermarkets does

Morrisons Supermarkets is a vertically integrated UK grocery retailer headquartered in Bradford and founded in 1899 by William Morrison. It operates full-size supermarkets, Morrisons Daily convenience stores, in-store cafés, pharmacies, and a multi-channel digital storefront at groceries.morrisons.com, serving general UK consumers across home delivery, click & collect, and on-demand (Morrisons Now) fulfillment. The retailer is the UK's fifth-largest supermarket chain with approximately 8% market share, and is privately held by Clayton, Dubilier & Rice following a 2021 £10bn take-private transaction.

The company's core technology stack centres on the groceries.morrisons.com e-commerce platform with integrated mobile app, real-time delivery-slot management, digital shelf-edge labels, and the More Card loyalty programme, supplemented by recipe and content platforms developed with Good Food. Morrisons' product surface spans Market Street fresh food, Nutmeg clothing, Morrisons Insurance (pet and travel) and Travel Money, plus subscription services such as Delivery Pass. The retailer sources directly from over 2,700 British farmers and growers, a vertically integrated supply chain that differentiates its fresh proposition.

Revenue is generated primarily through one-time grocery retail sales (Q1 FY26: £4.1bn at +2.6% YoY) with ancillary streams from Delivery Pass subscriptions, insurance commissions, in-store cafés, and recurring loyalty-driven financial-services partnerships. Pricing is tiered by order value (£25 minimum, free delivery at £40+, £2.99 typical for on-demand), and the owner is actively monetising the 80% freehold estate through £280m of sale-and-leaseback transactions in 2025 and exploration of a further £1bn property financing deal, providing capital to fund a £1bn cost-savings transformation programme, store closures (~100), and pharmacy divestiture review.

Name

Morrisons Supermarkets

Legal name

Wm Morrison Supermarkets Limited

Website

https://groceries.morrisons.com

Company type

Private

Founded year

1899

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Morrisons Supermarkets is a privately held, UK-focused grocery retailer (fifth-largest, ~8% market share) owned by CD&R since 2021, operating supermarkets, convenience stores, online delivery, and rapid on-demand fulfillment serving general UK consumers with groceries, fresh food, insurance, and ancillary retail services.

Ownership category

akta.pro rank

Product category

Supermarket Grocery Retail

NAICS

Supermarkets and Other Grocery Retailers (except Convenience Retailers) (445110), Grocery and Convenience Retailers (4451), General Line Grocery Merchant Wholesalers (42441)

SIC

Retail-Grocery Stores (5411), Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

Full-Line Supermarkets (National/Regional Chains) (CRAHAAAA)

akta.pro secondary industries

Supermarket Operators with In-Store Foodservice/Prepared Foods Focus (CRAHAAAJ), General Online Grocery (Full-Basket) (CRAHAIAA)

Keywords

• Grocery retail
• Online supermarket
• Fresh food
• Convenience stores
• Home delivery

Headquarters

HQ city

Bradford

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Supermarket Retail Sales: Morrisons generates primary revenue from selling grocery and non-food products through its network of supermarkets, convenience stores, and online channels. The company reported quarterly sales of £4.1 billion with quarterly sales growth of 1.7% to £4bn in recent quarter.
2. Insurance Products: Morrisons partnered with Broker Hood Group to launch pet and travel insurance products, marking entry into financial services. Pet insurance is underwritten by Burns and Wilcox Global Solutions while travel insurance is underwritten by Axa. Morrisons earns through its More Card loyalty program with points and exclusive discounts.
3. Property Sale and Leaseback: Morrisons completed £280m in sale and leaseback deals in 2025, including a £200m portfolio sale, as owner Clayton Dubilier & Rice reduces debt. This represents a significant non-operational revenue stream.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels4 records

Core offering

Morrisons Supermarkets is a vertically integrated UK grocery retailer operating a multi-format portfolio of full-size supermarkets, Morrisons Daily convenience stores, and an online grocery platform. It sells fresh food, groceries, and household items sourced from over 2,700 British farmers and growers, offering home delivery, click & collect, and rapid on-demand delivery (Morrisons Now) to UK consumers. Beyond groceries, it provides ancillary services including the More Card loyalty programme, insurance products, travel money, in-store cafes, pharmacies, and own-brand clothing (Nutmeg).

Product overview

Morrisons Supermarkets operates as a vertically integrated UK grocery retailer offering a multi-format portfolio. Its core product is the Morrisons Grocery online shopping platform enabling home delivery and click & collect. This is supported by loyalty programme Morrisons More Card, subscription service Delivery Pass, and rapid delivery service Morrisons Now. Additional offerings include convenience format Morrisons Daily, in-store Morrisons Clinic for health services, Morrisons Travel Money for currency exchange, Morrisons Insurance (pet and travel insurance via More Card), clothing brand Nutmeg, and Market Street fresh food counters. The company also offers food to order services for special occasions.

Differentiator

Problem solved

Functional benefit

Brands

• Market Street: Fresh food market concept featuring direct-sourced produce from British farmers and growers
• More Card
• Morrisons More
• Morrisons Clinic
• Morrisons Nutmeg
• Morrisons Now

Products and services

• Morrisons Grocery Online Shopping
• Morrisons More Card (Loyalty Programme) Loyalty programme offering customers points on purchases and exclusive discounts on products and services including insurance, available to UK consumers.
• Morrisons Now (On-Demand Delivery) On-demand rapid delivery service enabling customers to receive grocery orders in as little as 60 minutes via third-party delivery partners in selected UK postcodes.
• Morrisons Insurance Insurance products including pet insurance and travel insurance, available to More Card members, marking Morrisons' entry into financial services.
• Morrisons Daily (Convenience Stores) Convenience store format offering smaller-format grocery shopping in local neighbourhoods, acquired through the 2022 McColl's rescue deal.
• Morrisons Clinic (In-Store Health Services) In-store health clinic services offering pharmacy and clinical services within Morrisons supermarkets for UK consumers.
• Morrisons Travel Money Currency exchange service available at Morrisons stores and online for customers purchasing foreign currency for travel.
• Nutmeg (Own-Brand Clothing) Morrisons' own-brand clothing line offering everyday clothing and homeware items at value price points.
• Market Street (Fresh Food Format) In-store fresh food market concept featuring market-style counters for meat, fish, and produce, with recipes and meal inspiration content.
• Morrisons Cafe (In-Store Cafe) In-store cafe service offering food, beverages, Mother's Day promotions, and afternoon tea deals for supermarket shoppers.
• Delivery Pass (Subscription) Subscription service offering reduced or free delivery on online grocery orders for frequent UK shoppers.
• Morrisons In-Store Pharmacies In-store pharmacy services within Morrisons supermarkets offering prescription dispensing and health advice.
• Morrisons Click & Collect Grocery collection service allowing customers to order online and collect from selected Morrisons stores.
• Morrisons Ultra-Rapid EV Charging Bays Ultra-rapid electric vehicle charging bays to be deployed across 250 store locations, providing EV charging services to UK motorists.

Quantifiable outcome

• 13 consecutive quarters of like-for-like sales growth
• +2 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Ten partnerships are on record, tiered core, supporting and minor.

• Broker Hood GroupcoreStrategic or Co-development Partner · 19 June 2026Broker Hood Group partnered with Morrisons to launch the retailer's first insurance products, including pet and travel insurance, marking Morrisons' entry into financial services. Pet insurance is underwritten by Burns and Wilcox Global Solutions for Accredited Insurance UK with three coverage levels, while travel insurance underwritten by Axa offers three tiers including gadget cover. Morrisons aims to reward customers through its More Card loyalty programme.
• Burns and Wilcox Global SolutionssupportingOthers · 19 June 2026Underwriting partner for Morrisons' pet insurance products underwritten for Accredited Insurance UK, providing three coverage levels for pet owners.
• AxasupportingOthers · 19 June 2026Underwriting partner for Morrisons' travel insurance products, offering three tiers including gadget cover.
• VinersminorChannel Partner/ Reseller/ Distributor · 25 May 2026Viners supplies Morrisons with blunt-ended knives from the Assure Collection as part of Morrisons' decision to become the first UK supermarket to stop selling sharp-pointed kitchen knives to help combat blade crimes.
• SpotlessWaterminorChannel Partner/ Reseller/ Distributor · 28 April 2026SpotlessWater has secured £6.35 million investment led by YFM Equity Partners to expand its network of pure water stations across the UK, including Morrisons locations. The stations support professional cleaning and detailing businesses with instant access to zero-TDS pure water for cleaning and maintenance.
• Applied NutritionminorChannel Partner/ Reseller/ Distributor · 23 March 2026Applied Nutrition, a FTSE 250 sports nutrition group, signed its first out-licensing deal with Morrisons for a high-protein food range. This represents Morrisons' expansion into specialized food categories through licensing partnerships.
• OCScoreImplementation/ SI/ Consulting Partner · 19 November 2025OCS signed a new security services agreement with Morrisons to cover all its sites including retail stores, logistics, and manufacturing. Over 1,200 employees including transfers and new hires are involved in the transition, with changes involving digital and AI-enabled tools.
• Graphic Packaging International LLCminorStrategic or Co-development Partner · 1 January 2025Partnership to introduce recyclable paperboard trays for meat products, supporting Morrisons' sustainability initiatives and environmental commitments.
• Good FoodcoreStrategic or Co-development PartnerMorrisons has an exclusive partnership with Good Food to create Market Street recipes. The Good Food Recipes collection on Morrisons' website features 90+ recipes created in partnership with Good Food magazine, representing exclusive content marketing collaboration.
• CBREsupportingImplementation/ SI/ Consulting PartnerMorrisons engaged real estate advisory firm CBRE to evaluate options for a potential £1 billion property financing deal secured against part of its freehold store portfolio.

Scale indicators12 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Tesco: UK's largest supermarket chain; directly competes with Morrisons across physical stores, online grocery, convenience, and own-label. Most relevant peer given overlapping full-line grocery proposition and similar multi-format strategy.
• Marks & Spencer (Food): Premium UK food retailer with strong own-brand identity. Competes with Morrisons in fresh, prepared, and convenience food, and increasingly in online grocery and in-store café/dining occasions.
• Aldi: Hard-discount supermarket that has overtaken Morrisons to become the UK's fourth-largest grocer. Direct competitor on price and increasingly on quality/range, representing the principal structural share-loss threat.
• Sainsbury's: Second-largest UK supermarket with a comparable full-line, fresh-food-led proposition and strong own-label offering. Direct competitor in physical stores, online grocery, and Argos-style non-food adjacencies.
• Ocado: UK online-only grocery retailer and platform provider. Direct competitor in online grocery delivery and rapid-delivery innovation, with significant overlap in fulfilment technology investment.
• Lidl: Hard-discount competitor rapidly expanding UK store base. Directly comparable grocery retail model and a key driver of industry-wide price compression that pressures Morrisons' margins.
• Waitrose: Premium-positioned UK supermarket with a strong fresh-food and own-brand identity similar to Morrisons' Market Street concept. Competes for the same upper-mid-market grocery shopper.
• Asda: Major UK full-line supermarket, similarly PE-owned (TDR Capital/Issa Brothers). Directly comparable on format mix, value positioning, and turnaround under private equity ownership.
• Co-op Food: UK convenience-led grocery retailer with a strong neighbourhood footprint. Directly comparable to Morrisons Daily in the convenience segment and a growing online grocery competitor.

Regional players

• Iceland: UK frozen-food and convenience grocery specialist. Adjacent competitor on frozen/chilled grocery, online delivery, and smaller-format store economics; competes for value-oriented baskets.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Morrisons
• YouTubeyoutube.com/user/morrisons
• Facebookfacebook.com/Morrisons
• Instagraminstagram.com/morrisons
• LinkedInlinkedin.com/company/morrisonsjobs

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A6 records

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Morrisons Supermarkets