Think local: Morrisons takes a fresh approach

Created by design agency FITCH, the store’s interior is based on the insight that UK shoppers do not believe that convenience stores deliver fresh produce or bake fresh bread. M Local is designed to deliver higher quality than its convenience store competitors, providing a ‘market-fresh’ quality of produce, instead of a ‘supermarket-fresh’ quality.

‘It has reached the point when big supermarkets have become so commoditised and uniform that people can’t tell which one they’re in,’ says Alasdair Lennox, creative director at FITCH. ‘M Local offers customers the ability to cook from scratch using fresh produce that is changed throughout the day and well communicated in-store.’

As people become busier and more interested in the provenance of food, convenience stores offering fresh produce will thrive. LS:N Global recently reported on how other supermarkets are opening convenience stores in our Insight section.