Morrisons has come from behind with its “fresh” format, but it could still gain ground if it speeded up

Morrisons has unveiled an expected, but unhealthy looking 2.1% fall in like-for-like sales for its third quarter and it’s hard not to scratch the head and wonder why.

Isn’t this the same supermarket that has said how well it is doing as a result of its wonderful new fresh stores? What’s gone wrong?

Do shoppers really like its old-style interiors that look as if they’ve been lit with underpowered sodium lights (giving everything an understated yellow hue)? Are long lines of “Market Street” shop-in-shops, that have been around for years, preferable to modern interiors where the emphasis is on “fresh”?

Well maybe, but on the evidence of the Camden branch this morning, possibly not. Yesterday, this showpiece store, considerably extended a little while ago, received a makeover. It took just a day, the store was closed, and the new units were installed, stocked and made ready for shoppers.

The outcome? A supermarket that really does make you want to shop and which will give nearby Sainsbury’s a run for its money. Upon walking in, you are confronted by a low light wood clad unit filled with veg and complete with atomisers distributing cooling spray over the products. It’s the kind of thing that you see in Germany, but not here - not much anyway (other than in a few other Morrisons stores).

Move further in and the promise of abundance and freshness that was apparent at the entrance continues, backed by big, bold graphics - and not a pie shop in sight. This is the kind of thing that Morrisons should have done ages ago and the Camden store was certainly due a makeover. So much has changed that even the cynical north Londoners walking in were congratulating the staff.

Which rather points to a relatively uncomfortable truth. Morrisons has come from behind in terms of store interiors, but it is making a good job when it gets round to revamping its stores. The problem it probably faces is that it does not appear to be doing so with sufficient despatch. More revamped stores are needed, and fast(er).

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