Morrisons gets £1.7m futuristic upgrade

NBEN 30-10-12 BE 1 Belper morrisons store, �1.7 m upgrade. Longest serving store members, Lynn Brennan, Andy Dixon store manager, Ian Marklew, Lynne o'Donnell and Carolyn Cotton.

NBEN 30-10-12 BE 1 Belper morrisons store, �1.7 m upgrade. Longest serving store members, Lynn Brennan, Andy Dixon store manager, Ian Marklew, Lynne o'Donnell and Carolyn Cotton.

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A Belper supermarket has re-opened following a £1.7 million revamp that has created 25 new jobs.

Morrisons in Chapel Street has been transformed into one of the supermarket giant’s flagship “stores of the future” following a £1.7million ugrade.

The new-look store launched yesterday, October 30 complete with a ‘fresh market’ stocking more than 450 types of fruit and vegetables.

The concept aims to provide “innovative fresh food” which is not available elsewhere with everything from carrots to tinkerbell peppers and yellow courgettes on offer.

It has already been piloted in other areas of the country, with some customers enjoying the extra choice and others claiming the store has lost its way by trying to go upmarket.

Other new features include ice beds and misting technology to optimise the freshness of the food on offer.

Cured meats are also now hanging continental style above the deli counter, with 150 cuts of meat in the butchery and an “unrivalled” selection of cheeses from the UK and around the world.

At the bakery there are 40 varieties of bread baked fresh from scratch throughout the day by Morrisons bakers.

In order to deliver the new “food experience”, the Morrisons team in Belper have undergone intensive training on product knowledge so that they can advise customers and suggest everything from cooking tips to food combinations and matching wines.

William Roe, Morrisons Store of the Future Director, said: “We are so excited to be bringing this fresh food offer to Belper.

“The new concept store has a fresh market feel with surprising produce and an exciting layout but still features the same great prices making it an affordable choice for both existing and new customers.

“We wanted to create the UK’s best food shopping experience and something that none of our customers would have seen before yet still provide great value on all our produce which is something Morrisons is renowned for across the UK.”

The Chapel Street store closed for a final day of works to complete its transformation to the new look on Monday, October 29.

Then yesterday it re-launched with an official ribbon cutting ceremony at which the Dalesmen Male Voice Choir, who practice at the 
nearby Strutts Community Centre performed.

The store, which had previously been a Safeway was rebranded following a national takeover by Morrisons at the end of 2003.

Since then, Morrisons has become the fourth largest food retailer in the UK with 476 stores.

At the beginning of September the chain reported a dip in sales and profits, blaming the continued pressures on consumer spending.

Pre-tax profits for the six months to July 29 were £440m, down £9m, when compared with the same period during last year.