July 19th, 2011

Morrisons has opened the first of its new convenience format stores.

Opening in Yorkshire, the 3,000 sq ft ‘M Local’ offers a wider range of fresh food than similar-sized convenience stores, with much of the range being delivered by the Morrisons store in Keighley.

By offering more products in a smaller sized store, the new M Local believes it does more to appeal to local consumers than other retailers.

The Ilkley outlet is the first of three trial convenience stores from Morrisons.

Other stories of the same convenience format will open in Cheshire and Widnes.

Morrisons will then assess and tweak the offer before rolling out the stores across the UK.

Area manager Miles Foster said:

“With our store at Ilkley we set ourselves the challenge of creating a convenience store that also offers great fresh food.

“We believe this store will serve families cooking from scratch, as well as people who want a meal that they can make in a hurry.”

The new store will be open between 6am and 11pm and has created 15 full and part-time jobs.