Morrisons Grocery

Our opinion

Morrisons is one of the UK’s largest supermarket chains, with a reputation for providing a wide range of products at competitive prices. With over 100 years of history, Morrisons has grown from a market stall in Bradford to a nationwide brand that operates hundreds of stores across the country. In addition to its physical locations, Morrisons also offers an extensive online shopping experience through its website groceries.morrisons.com, making it easy for customers to get groceries delivered right to their doorsteps.

This review dives deep into the shopping experience offered by Morrisons Grocery, exploring the website, product range, quality, promotions, delivery, and more. Whether looking for fresh produce, everyday essentials, or exciting deals, Morrisons aims to cater to the needs of UK households.

What We Like

1. Wide Range of Products

Morrisons stocks a vast selection of products, covering almost everything a shopper could need. Whether it’s fresh fruits and vegetables, pantry staples, meats, dairy, or household essentials, Morrisons provides an all-encompassing one-stop shopping solution. The selection also includes special dietary options, including gluten-free, vegetarian, and vegan products.

2. Strong Focus on Freshness

One of Morrisons’ biggest selling points is the freshness of its produce. The store is well-known for its meat and fish counters, where butchers and fishmongers provide top-quality cuts of meat and fresh seafood. Additionally, the bakery section offers a variety of freshly baked goods, from loaves of bread to pastries.

3. Frequent Promotions and Discounts

Morrisons regularly runs special offers, promotions, and discounts. For budget-conscious shoppers, these can make a big difference. The online store features a dedicated section for “Offers,” making it easy to browse the best deals. Promotions can include multibuy offers, price cuts, and seasonal discounts, helping customers save on their weekly grocery bills.

4. Affordable Prices

Morrisons is known for its competitive pricing. Even outside of promotions, the prices are generally lower than or comparable to other major UK supermarkets. This affordability is one of the main reasons many customers choose Morrisons over other retailers.

‍

What We Don’t Like

Website Usability

Although Morrisons’ website provides a comprehensive shopping experience, its interface can sometimes feel a little outdated. The search functionality could be improved, as certain product categories can be harder to navigate compared to competitors’ websites.

2. Product Availability Issues

One common issue with Morrisons is product availability. Sometimes popular items are out of stock, and substitutes offered by the store aren’t always the best match. This can be frustrating for customers expecting specific products to complete their weekly shop.

3. Limited Delivery Areas

Although Morrisons offers delivery to many parts of the UK, there are still some areas where delivery is not available or is limited. This can be a drawback for customers in more remote locations.

4. Substitutions in Orders

While Morrisons does a good job of providing substitutes for out-of-stock items, there are times when the substitutes may not match the original product. For example, a customer might order a specific brand of cereal and receive a completely different brand as a substitute, which could be disappointing for those with particular preferences.

Morrisons: Brand Philosophy and Core Values

Morrisons is guided by a commitment to offering fresh, quality products sourced locally where possible. The brand positions itself as a retailer that champions British produce, with strong ties to local farmers and suppliers. Morrisons aims to support the UK food industry by bringing customers products that are fresh, affordable, and responsibly sourced.

The supermarket chain promotes values of quality, affordability, and sustainability, striving to make grocery shopping a more enjoyable and convenient experience. As a family-friendly brand, Morrisons emphasizes affordability without compromising on quality, making it accessible to a wide range of customers.

What Morrisons Suggests:

• Freshness Guarantee: Emphasis on fresh produce sourced from local suppliers.
• Sustainability: Focus on reducing environmental impact by minimizing plastic usage and offering eco-friendly products.
• Affordability: Competitive pricing across a broad range of products.

Product Range and Collections

Morrisons provides a diverse selection of groceries, covering everyday essentials and premium items. The brand has its own range of products, including Morrisons Savers for budget-conscious shoppers and the The Best collection, which offers premium-quality items at a higher price point.

Product Range Highlights:

• Fresh Produce: A variety of fruits, vegetables, herbs, and salads are available, with an emphasis on seasonality and freshness.
• Meat and Fish: Morrisons is known for its butchers and fishmongers, providing quality cuts of meat and fresh fish. British meat is a highlight, with the option to purchase free-range and organic products.
• Bakery: Freshly baked breads, cakes, and pastries are a hallmark of Morrisons. The bakery section often features traditional favorites and artisan bread options.
• Dairy and Deli: Customers can find a wide range of dairy products, including cheeses, yogurts, milk, and butter. The deli counter offers cold meats, cheeses, and prepared foods.
• Frozen Foods: Morrisons offers an extensive range of frozen products, including ready meals, frozen fruits and vegetables, and ice creams.
• Pantry Staples: A full range of dry goods, including rice, pasta, cereals, and baking ingredients, are available.

‍

Discounts and Promotions

Morrisons regularly runs deals, sales, and special promotions, which can be a huge draw for customers looking to save money. The online store features a rotating selection of offers, and customers can also access weekly deals through the Morrisons More card. This loyalty program allows customers to collect points on their purchases, which can be redeemed for discounts or vouchers.

Examples of promotions include:

• Multibuy offers: Discounts for buying multiple items from the same category.
• Price cuts: Temporary reductions on a wide range of products.
• Seasonal sales: Promotions tied to holidays, like Christmas or Easter, offering deep discounts on festive foods and gifts.

Payment and Delivery

Morrisons offers several convenient payment options, including credit and debit cards and online payment systems like PayPal. The delivery system is flexible, with customers able to book one-hour delivery slots that fit their schedule. Orders can be made up to three weeks in advance, providing flexibility for long-term planning.

Customers who sign up for the Delivery Pass can save on delivery costs, paying a flat rate for unlimited deliveries. This can be particularly beneficial for those who order regularly, as it offers a significant cost-saving over time.

Returns and Refund Policy

Morrisons has a straightforward returns policy for online orders. If a customer is unhappy with a product, it can usually be returned or refunded, especially if the product is damaged or faulty. In cases of perishables, a refund is offered rather than a return. For non-perishable items, the store generally requires that the item is returned in its original packaging. Additionally, their customer service team is responsive, handling complaints and issues promptly.

Additional Benefits of Shopping at Morrisons

Morrisons More Card: This loyalty card offers extra perks, allowing customers to accumulate points on their purchases. Points can be exchanged for vouchers, which can be used either online or in-store.

Click & Collect: For customers who prefer not to pay for delivery or can’t find a suitable delivery slot, Morrisons offers a Click & Collect service at many of its stores. This allows customers to shop online and pick up their groceries at a convenient time.

Recipe Inspiration: Morrisons’ website also offers recipe suggestions and meal ideas based on current promotions and seasonal products. This feature makes meal planning easier, especially when looking for inspiration on how to use the groceries purchased.

Final Thoughts

Morrisons Grocery is a solid choice for UK shoppers looking for fresh, affordable, and ethically sourced products. With its vast range of offerings, from pantry staples to premium items, it caters to a wide variety of tastes and budgets. While there are some areas for improvement—particularly around product availability and website usability—the supermarket chain remains a go-to for many customers. The convenience of online shopping, combined with frequent promotions and a robust delivery service, makes Morrisons a strong contender in the competitive grocery market.

Morrisons’ commitment to British produce, competitive pricing, and strong loyalty program ensures it remains a household favorite, whether shopping online or in-store. For those who prioritize freshness, affordability, and a wide product selection, Morrisons is worth considering.