UK supermarket Morrisons has almost 400 cafés in its stores across the UK – around 75% of its entire estate and far more than its competitors. With cafés and coffee shops driving the overall foodservice market by +7.5%. Morrisons saw a massive opportunity for its café offer.
Rustically charming seating areas cater to customer flow and density as well as all need states: ‘personal space’ soft seating that’s more private, sharing tables, counter tops, and moveable seating for buggies and wheelchairs. A more contemporary palette of materials, lighting and colours add texture to the overall look. And a new 2D and 3D language for in-store graphics provides the café with a recognisable but distinct personality from the supermarket.
In conjunction with a complete review of the menu and how food is served, our task was to review the Morrisons Café customer journey and retail design to:
– Deliver on the retailer’s brand proposition ‘Winning with families’
– Appeal to a new customer base categorised into four need states: convenient pit stop, recharge, regular catch up, and making their life easier
– Continue to meet the needs of its loyal diners
– Flex across existing and new Cafés in three formats and sizes.
The external façade has a strong shop front presence within the supermarket – using café cues and visibility to the new patisserie style counter to entice shoppers through the door.
extra footfall resulting from the new design
increase in spend per transaction and takings nearly doubled (compared to average of existing estate).
“The way customers use cafés has changed and we have responded to that. Today’s discerning shoppers want free Wi-Fi, healthy meal options and an environment where they feel comfortable alone or with friends or family. The new concept builds on the formidable reputation our cafés already enjoy.”
Darren Smith, Morrisons Café Customer Planner