Morrisons Vows Not to Be Beaten on Price by Any of Its 'Big 5' Competitors
The guarantee covers more than 500 weekly essentials and fresh Market Street lines as Morrisons tries to regain UK grocery share.
- On Monday, Morrisons launched its "unbeatable prices" commitment, pledging it will not be beaten on price by any of its five major supermarket rivals on more than 500 essential items.
- The Bradford-based chain operates around 500 supermarkets and 1,700 convenience shops, holding an 8.5% market share and ranking sixth behind Tesco, Sainsbury, Asda, Aldi, and Lidl.
- Alex Paver, customer and marketing director at Morrisons, said "Customers shouldn't have to choose between great prices and great quality" as the pledge covers fresh produce like bananas, tomatoes, and carrots, plus staples such as bread and butter.
- Following financial disclosures that the retailer cut nearly 5,000 jobs last year to stabilize finances, this strategy builds on a price match against German discounters Aldi and Lidl launched two years ago.
- The commitment signals a potential intensification in the price war as top grocers seek to draw in more shoppers, with Worldpanel figures highlighting the competitive pressure the chain faces from rivals.
40 Articles
40 Articles
Morrisons vows to beat Tesco, Aldi and Lidl on prices for over 500 everyday essentials
Major supermarket vows to beat Tesco, Aldi and Lidl on prices for over 500 everyday essentials . A major supermarket has vowed to beat Tesco, Aldi and Lidl on prices for more than 500 everyday essentials as it steps up the battle for shoppers
Morrisons pledges to slash prices as price war intensifies
Morrisons has pledged to match prices with its rivals on hundreds of products, as the debt-ridden grocer ramps up an emerging price war between UK supermarkets. The private-equity-owned supermarket has vowed that 500 of its “everyday essentials” will not be found cheaper at any of Tesco, Sainsbury’s, Asda, Aldi or Lidl. Britain’s supermarkets are fighting to attract cash-strapped shoppers, as recent data shows that intense discounting among ri…
Telegraph & Argus
Morrisons vows not to be beaten on price by any of its 'Big 5' competitors
Morrisons has promised customers it will not be beaten on price by supermarket rivals.
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