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36 Morrisons


Company: WM Morrisons Supermarkets PLC

Brand value: US$1,982 million

Headquarter city: Bradford

Change since 2017: 3%

Industry: Grocery

Year formed: 1899

Morrisons is one of the so-called “Big Four” supermarkets in the UK, with a focus on food and grocery, along with other services such as photo printing, petrol stations, pharmacy, and garden centres. The chain has been growing, reporting a 40 percent rise in first-half pre-tax profit in 2017, and a seventh consecutive quarter of sales growth. In the 10 weeks to January 7, online sales grew by 10 percent – far outstripping the rate of growth in stores – as Morrisons extended its home delivery service to more parts of the UK through its partner Ocado. Morrisons has traditionally been a brand of the north of England, but the network has spread across the UK since its takeover of Safeway in 2004, taking the total number of Morrisons stores to almost 500. Morrisons advertising has focused on its employees in recent months. An ad campaign launched in September last year featured shoppers and staff dancing to Elvis Presley’s “Way Down” to celebrate the brand’s price-cutting strategy. At Christmas, Morrisons staff featured again, with employees telling the stories of three families preparing for their time together and the role of Morrisons in “making Christmas”. In 2018, the brand joined other major supermarkets in announcing it would stop selling single-use plastic bags in an effort to reduce waste. It also plans to cut 1,500 middle-management roles in stores to reduce costs and improve customer service.