Morrisons is targeting fresh food and grocery as categories to help boost growth within its Morrisons Daily stores.

The supermarket has nearly 500 Daily stores, with recent expansion boosted by the acquisition of several high-profile independent retailers.

Commenting on criteria for joining the format, Morrisons wholesale director Paul Dobson told Better Retailing: “We want to work with capable retailers. We have a 120-year-old brand and it’s important that we protect it. There’s a lot of strength and value for our retailers. We will spend time getting to know our prospective customers and time in their stores.

OPINION: Embracing the Morrisons franchise model has boosted basket spend by 10% – Harj Dhasee, Mickleton Village Stores, Gloucestershire

“It is important we work with capable and experienced retailers. At the moment we’re focusing on stores of 1,000sq ft or above, but it depends on ranging space. There’s no hard and fast rule. Ultimately, we need to be able to represent the Morrisons brand and add a reasonable amount of fresh food, and grocery in particular.

“Looking ahead at declining tobacco numbers and declining alcohol volumes in the long term, adding fresh food and grocery sales is really good for a store’s sustainability.”

Read more Morrisons news