Underpinned by our Fix, Rebuild, Grow, Sustain strategy, we have seven priorities to broaden and strengthen the brand and the business:

Be more competitive

To be more competitive means helping customers make every penny go further, saving them money on the everyday items they want and need. We continue to invest in prices and improve product specification across hundreds of our customers’ favourite items.

Serve customers better

We listen to our customers to make improvements across the business. We continually improve our offer with helpful and friendly colleagues available whenever and wherever they are needed. Most customers now have access to several different online and home delivery options.

Local integration and serving the community

We contribute to the communities we are part of by providing local jobs, products, services and facilities, supporting food banks, getting food to the vulnerable quickly with doorstep deliveries and going the extra mile.

Simplify and speed up the organisation

We continue to simplify and speed up, building a culture based on teamwork. We are cost conscious, always finding ways to be a more efficient business that is responsive to customers. We have introduced more flexible, remote working across a six-day week for office based colleagues to enable increased support to sites and stores.

Naturally digital

We use digital technology to provide easy, accessible and convenient services for customers. We are digitising the customer shopping trip through initiatives such as a Scan and Go app and introduction of a loyalty app for ‘More’ card holders. Headsets have been provided for colleagues to enable improved communication, service and availability whilst helping to reduce stock loss and wasted effort.

Pride in hygiene

As food makers and shopkeepers we have very high standards of hygiene. Our hygiene culture maximises cleaning hours and stations across stores, depots, manufacturing sites and offices. We continue to invest in extra touch point cleaning, sanitiser dispensers and extra colleagues responsible for hygiene.

Creating and scaling for profitable growth

We pursue opportunities with an owner’s spirit and entrepreneurial hunger, acting fast to swiftly scale the ideas that work. We have further developed our food-to-go range through a new Market Kitchen concept and we continue to innovate, learn and apply improvements across the estate.


These priorities are supported by our six ways of working:


Customers first

We care about our customers and do everything we can to meet their needs.



Colleagues play their part in the team and recognise we go further together. The importance of supportive managers, helping each other, and open and honest communication is recognised.


Listening hard, responding quickly wherever possible

Taking the time to talk with and listen to colleagues and customers and to always do the right thing for them is at the heart of our plans.


Freedom in the framework

Colleagues are trusted to make their own decisions within the Morrisons plan, and are encouraged to improve things for customers and for themselves. Colleagues are adventurous, curious, remove barriers and embrace new ideas and ways of working.


Driving sales, tough on costs

It is recognised that every ounce of effort and every penny matters. Colleagues should spend every penny as if it were their own.


We care

Everyone is welcome and celebrated at Morrisons. We care more and try harder – for customers, for each other and for everyone around Morrisons. We celebrate, attract and nurture great talent and we care for our communities and our environmental impact.