Morrisons makes major U-turn after customer backlash to 70 closures
Morrisons makes major U turn after – Following a wave of public discontent, Morrisons has reversed course on its decision to close 70 locations, bringing back a beloved feature that had been axed last year. The supermarket chain, which had previously eliminated Market Street counters, is now planning to reintroduce them in phases as part of a broader re-evaluation of its store formats.
A return to traditional retail
Market Street counters, once a staple of Morrisons’ layout, recreated the familiar charm of a British market stall. These spaces featured a mix of fresh produce, baked goods, and artisanal offerings, with butchers, bakers, fishmongers, and cake stands coexisting in a bustling environment. However, in 2025, the chain shut down all 18 of its Market Kitchen sites, along with 35 meat counters, 35 fish counters, 52 cafés, 13 florists, and four pharmacies, citing declining profitability as the primary reason.
The decision to phase out these counters initially sparked a mix of surprise and disappointment among shoppers. A spokesperson at the time explained that the changes were aimed at streamlining operations and reducing costs. Yet, the backlash from customers proved significant, prompting the retailer to reconsider its approach. Recent statements from Morrisons emphasize that these counters are ‘part of our DNA,’ highlighting their cultural and commercial value.
Phased revival and customer-centric updates
As of late, Morrisons has announced plans to reopen several Market Street locations, incorporating lessons learned from the closures. The spokesperson revealed that the re-opened counters will include flatbeds and grab-and-go options, designed to improve efficiency while maintaining the personalized service that customers appreciate. This phased strategy allows for gradual reintroduction, with a small number of locations launching each month.
According to the company, the first wave of meat and fish counters has already resumed operations in select branches, including Great Park Newcastle, Herne Bay, Thornbury, Yeadon, and Bolton Dawes. These revivals come with a promise of updated processes, such as optimized yield management and reduced waste, ensuring both sustainability and customer satisfaction. Despite these changes, the cafés, florists, pharmacies, and Market Kitchen sites remain closed, as the retailer has no immediate plans to restore them.
Strategic shift and industry context
The U-turn marks a strategic shift in Morrisons’ approach to retail innovation. Initially, the closures were attributed to financial pressures, including the rise in the National Living Wage and increased National Insurance contributions. However, the feedback from customers, who valued the human interaction and local flair of these counters, has prompted a reassessment of the company’s long-term vision.
A spokesperson noted that the Market Street counters are ‘at the heart of our offer’ and a ‘real differentiator’ for the brand. This sentiment aligns with social media reactions, where users highlighted the importance of these spaces. For example, @Then_Consequence_500 shared on Reddit: ‘I tend to go to the butchers instead of buying off the shelf as they are very personable.’ Similarly, @viceoverseer remarked: ‘It is a shame as it does take the human element out of serving, which a lot of customers love.’
Customer voices and future outlook
‘Morrisons are digging their own grave with bare hands,’ said @Crafty-Reality-9425. ‘I only go to Morrisons because they have the fresh local fish counter, bakery, hot food, deli, etc,’ added @Steves1982.
These comments underscore the emotional connection customers have with the Market Street model. @Splodge89 described the counters as the ‘one remaining USP Morrisons has,’ while @CandyPink69 echoed this sentiment, stating that ‘the one thing Morrisons had going for itself were its pizza/dessert/deli counters.’ The revival is seen as a critical step in preserving the supermarket’s unique identity.
The announcement follows Morrisons’ earlier plan to shutter around 100 locations across its UK portfolio. While the full list of closures hasn’t been disclosed, the first seven branches have been identified. The supermarket attributed these cuts to rising operational costs and a need to adapt to changing consumer habits. However, the decision to revive Market Street counters suggests a balance between cost-efficiency and customer engagement.
Broader retail transformation
As part of its wider refresh, Morrisons has also integrated digital ordering screens into pizza counters, signaling a move toward modernization. This initiative complements the return of traditional elements, aiming to create a hybrid shopping experience that appeals to both convenience seekers and traditionalists.
The phased reopening of Market Street counters has been met with cautious optimism. While the exact number of locations to be restored remains unclear, the retailer has emphasized that the process will be gradual. This approach allows for adjustments based on real-time feedback, ensuring that the revamped spaces meet customer expectations.
Industry analysts suggest that Morrisons’ U-turn reflects a growing awareness of the importance of experiential retail. In an era where many supermarkets prioritize speed and efficiency, the Market Street model offers a nostalgic alternative that resonates with specific customer segments. The success of this revival could influence similar strategies in the retail sector, particularly for brands looking to differentiate themselves in a competitive market.
Public reaction and next steps
The response to Morrisons’ decision has been mixed, with some customers welcoming the return of familiar services and others remaining skeptical. While the revived counters are expected to enhance the in-store experience, challenges remain in maintaining the same level of quality and variety as before. The supermarket will need to address these concerns to fully restore consumer confidence.
As the phased reintroduction continues, Morrisons is likely to monitor its impact closely. The company has committed to incorporating improvements made over the past 12 months, ensuring that the new setup is both efficient and customer-focused. This blend of tradition and modernity could position the supermarket as a leader in adapting to evolving consumer preferences.
Meanwhile, the broader retail landscape continues to shift, with competitors like Sainsbury’s and Tesco also experimenting with store formats. Morrisons’ decision to U-turn highlights the importance of listening to customer feedback and the potential for small adjustments to significantly impact brand loyalty. For now, the focus remains on revitalizing the Market Street experience, with hopes of making it a sustainable and appealing feature for shoppers in the years to come.
For more on this story and related supermarket news, visit the Metro website. Stay tuned for updates on the wider changes at Morrisons and how they’re shaping the future of retail in the UK.
