Morrisons targets students with convenience store

Morrisons is ramping up its moves into the convenience market with its first store that offers outdoor seating in a bid to take on rival specialist coffee chains.

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The supermarket is targeting students with an “extensive” food to go offer catering for breakfast and lunch and will also offer a coffee and bacon sandwich deal for £2 at its food to go coffee counter in a bid to directly compete with coffee chains such as Costa and Nero located nearby.

The store opens today (16 January) in Manchester’s Grafton Street, situated among Manchester University buildings.

It is Morrisons third convenience store under the M Local brand. Morrisons first two convenience store trial sites have catered for a more affluent shoppers in upmarket areas such as Ilkley in Yorkshire and Wilmslow, Cheshire.

The chain will offer a number of introductory offers to appeal to students such as a meal deal to buy fresh ingredients for spaghetti bolognaise for £3 and coupons offering £2 off a £10 shop for the first three weeks.

The range offered in store is heavily skewed towards the recently relaunched M Savers own brand range as well as freshly baked bread, meat, fish, pizza, sandwiches and salads prepared in the nearby Cheadle Heath store. Stationery and household items will also be on sale to serve the students living and studying in the area.

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