Morrisons Daily

What Morrisons Daily does

Morrisons Daily is a UK-based convenience store franchise brand operated under Wm Morrison Supermarkets Limited, headquartered in Bradford. The franchise, launched in 2015, enables independent retailers and forecourt operators to operate stores under the Morrisons Daily brand, with the network having expanded to over 1,600 stores nationwide of which approximately 600 are franchise-operated. Franchisees gain access to Morrisons' 1,600+ line award-winning own-label product range (spanning Savers, standard, and The Best tiers), the More Card loyalty programme with 7+ million users, and a vertically integrated supply chain anchored by Myton Food Group's 18 UK manufacturing sites.

The franchise model is built on a low-friction commercial structure: no upfront joining fees, a £100 weekly brand membership fee covering fascia, branding, and marketing materials, wholesale pricing on Morrisons products, and quarterly rebates of up to 6%. Core operational technology includes a proprietary wholesale app enabling franchisees to order and pick stock directly from Morrisons supermarkets, integration with approved third-party EPOS providers, and a minimum three-weekly tri-temp delivery schedule covering ambient, chilled, and frozen categories. Distribution is supplemented by online delivery partnerships with Amazon (since June 2017), Deliveroo, and Just Eat.

Revenue is generated through three primary streams: recurring subscription revenue from weekly brand membership fees, wholesale product margin from franchisee purchases, and online grocery delivery transaction fees. The company serves two primary B2B segments — independent retailers and forecourt operators — with field-based New Business Development Managers handling recruitment against defined criteria (approximately £25,000 weekly turnover threshold, 2,000-household catchment, and minimum store sizes of 1,000-1,200 sq ft). The franchise sits within a broader Morrisons network of 497 supermarkets and 1,700+ convenience/franchise stores, with the parent group employing 117,000 people and serving over 12 million customers weekly.

Name

Morrisons Daily

Legal name

Wm Morrison Supermarkets Limited

Website

https://morrisonsdaily.co.uk

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Morrisons Daily is a UK convenience store franchise brand under Wm Morrison Supermarkets Limited, enabling independent retailers to operate stores under the Morrisons brand with access to 1,600+ own-label products, Myton Food Group supply chain, and a £100 weekly membership fee model.

Ownership category

akta.pro rank

Product category

Convenience Store Franchise Retail

NAICS

General Line Grocery Merchant Wholesalers (42441), Grocery and Related Product Merchant Wholesalers (4244), Other Grocery and Related Products Merchant Wholesalers (42449)

SIC

Wholesale-Groceries, General Line (5141), Wholesale-Groceries & Related Products (5140), Retail-Convenience Stores (5412)

akta.pro primary industry

Cash-and-Carry Wholesale Stores (Business-Focused) (CRAHAMAC)

akta.pro secondary industries

Cash-and-Carry Wholesale Grocers (Business/Trade Customers) (CRAHACAB), Dollar Store Franchises & Independent Operators (CRAEAAAO), Full-Line Supermarkets (National/Regional Chains) (CRAHAAAA)

Keywords

• Convenience store franchise
• Franchise retail model
• Wholesale grocery supply
• Own label products
• Local grocery retail

Headquarters

HQ city

Bradford

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Franchise Brand Membership Fees: Independent retailers pay a weekly brand membership fee of £100 for the right to operate under the Morrisons Daily brand, access to Morrisons products, branding, marketing materials, and support services.
2. Wholesale Product Sales: Franchisees purchase products from Morrisons at wholesale costs and sell to end consumers. Morrisons provides competitive wholesale pricing and quarterly rebates of up to 6%, creating margin opportunities for franchisees.
3. Online Grocery Delivery: Morrisons operates online delivery service for grocery orders delivered by Morrisons directly or through partners including Amazon, Deliveroo, and Just Eat.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Morrisons Daily is a convenience store franchise brand that allows independent retailers to operate stores under the Morrisons Daily fascia across the UK. Franchisees pay a £100 weekly brand membership fee for access to the Morrisons brand, over 1,600 own label product lines, supply chain, training, marketing materials, and the More Card loyalty programme. Franchisees purchase wholesale stock from Morrisons supermarkets and sell to local consumers, supported by minimum three regular tri-temp deliveries, in-store food production, and central invoicing for Direct To Store suppliers.

Product overview

Morrisons Daily is a franchise convenience store model operated by Wm Morrison Supermarkets Limited, offering independent retailers the right to operate stores under the Morrisons brand. The core offering is the Morrisons Daily Franchise, which provides access to over 1,600 lines of award-winning Own Label products spanning the Savers (value), standard, and The Best (premium) ranges. This is complemented by Direct To Store Suppliers (including World of Sweets, Bobby's, DSL, Warburtons, FIFO, and others), the More Card loyalty programme with 7+ million users, a wholesale app for stock ordering, and in-store food production capabilities (bakery, hot food, doughnuts). The franchise model includes comprehensive onboarding support, field-based training, and access to Morrisons' supply chain infrastructure including Myton Food Group's 18 UK manufacturing sites.

Differentiator

Problem solved

Functional benefit

Brands

• Savers: Value own label product range offering everyday essentials at low prices.
• The Best

Products and services

• Morrisons Daily Franchise A franchise offering that allows independent retailers to operate convenience stores under the Morrisons Daily brand across the UK, with access to Morrisons' own label products, supply chain, training, marketing support, and the More Card loyalty programme. Franchisees pay a £100 weekly brand membership fee with no upfront joining fees.
• Morrisons Own Label Range Over 1,600 lines of multi award-winning Own Label products including grocery essentials, meals, food to go, and in-store produced items, supplied to Morrisons Daily franchise stores for resale to local consumers.
• Savers Range Value-focused own label product line offering low everyday prices for budget-conscious convenience shoppers, marketed as part of Morrisons' multi-tier own label portfolio.
• The Best Range Premium quality own label product line offering higher-end grocery and food products for convenience shoppers seeking elevated quality.

Quantifiable outcome

• Approximately £25,000 weekly turnover required for store viability
• +3 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature2 records

Partnerships

Seven partnerships are on record, tiered core, notable and flagship.

• SandpipercoreChannel Partner/ Reseller/ Distributor · 1 January 2018Supply agreement to supply Sandpiper convenience stores. Represents Morrisons' expansion into supplying third-party convenience retailers.
• AmazoncoreChannel Partner/ Reseller/ Distributor · 1 June 2017Supply agreement to deliver groceries via Amazon platform, starting June 2017. Morrisons products made available through Amazon's grocery delivery service.
• McColls & RonteccoreChannel Partner/ Reseller/ Distributor · 1 January 2017Supply agreements established with McColls and Rontec convenience store chains. All McColls stores solely supplied by Morrisons from 2021. Morrisons acquired McColls from administration in May 2022.
• DeliveroocoreChannel Partner/ Reseller/ Distributor · 1 January 2017Grocery delivery partnership enabling customers to order Morrisons products for rapid delivery through Deliveroo's platform.
• Just EatcoreChannel Partner/ Reseller/ Distributor · 1 January 2017Grocery delivery partnership through Just Eat platform, expanding Morrisons' online delivery reach to customers seeking convenience ordering.
• Highland FuelsnotableChannel Partner/ Reseller/ DistributorPartnership for award-winning Balfron Service Station, showcasing Morrisons Daily's forecourt franchise model with Highland Fuels.
• McCollsflagshipChannel Partner/ Reseller/ DistributorAcquired from administration in May 2022. All McColls stores solely supplied by Morrisons since 2021. Now operating under Morrisons corporate ownership, representing significant network expansion.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Amazon Fresh (UK): Cash-and-carry style grocery and convenience offering from Amazon in the UK, leveraging the existing Morrisons supply partnership. Represents an emerging convenience and rapid-delivery competitor that could erode Morrisons Daily's incremental basket opportunity.

Direct peers

• SPAR UK: One of the largest symbol-group and franchise convenience store networks in the UK, supplying independent retailers through a wholesale model similar to Morrisons Daily and competing for the same independent-conversion cohort.
• Mace (Costcutter Supermarkets Group): UK convenience franchise/symbol group within the Costcutter Supermarkets Group, primarily serving independent retailers and forecourt operators. Closely comparable to Morrisons Daily in target audience and channel model.
• Nisa (Co-op): UK wholesale-affiliated convenience symbol group now owned by the Co-op, serving independent retailers with wholesale supply, own-label products, and marketing — a head-to-head competitor for Morrisons Daily franchisees' wholesale spend.
• Premier Stores (Booker / Tesco): UK convenience symbol group owned by Booker/Tesco, supplying independent convenience retailers with branded products and own-label. Overlaps directly with Morrisons Daily's independent retailer franchise proposition.
• Bestway Retail (Best-one): Wholesale-affiliated convenience symbol group owned by Bestway, supplying independent retailers with a broad grocery range. Directly competitive to Morrisons Daily for independent conversions and wholesale spend.
• Costcutter: UK symbol/franchise convenience group supplying independent retailers with branded stock and marketing support, directly comparable to Morrisons Daily's franchise model and target customer (independent retailers).

Broad incumbents

• Co-op Food: One of the UK's largest convenience operators with thousands of stores, including former Nisa-affiliated independents. Competes with Morrisons Daily for neighbourhood grocery trips and is a scale-incumbent in the convenience channel.
• Tesco Express: Convenience-store format of the UK's largest grocer, with thousands of small-format stores in neighbourhoods and on forecourts. Competes directly with Morrisons Daily for top-up shopping baskets and catchment footfall.
• Sainsbury's Local: Convenience format of Sainsbury's, located in high-footfall urban and suburban locations. Directly competes with Morrisons Daily for top-up grocery occasions using the Sainsbury's brand and Nectar loyalty ecosystem.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/morrisonsdailyfranchise
• LinkedInlinkedin.com/company/morrisons-daily

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Morrisons Daily