Morrisons Storefront
For more information about Morrisons, you can visit their website by clicking here

Mystery Shopper's Visits to Morrison's

  • (April-16) “What exactly is organic produce?” What does Morrisons tell consumers?

  • (March-16) “Do Scottish consumers have a preference for where their fresh produce is grown?” What does Morrisons tell consumers?

  • (February-16) “How is this year’s English apple season going? Also, is homegrown produce important to your customers?” What does Morrisons tell consumers?

  • (January-16) “Recent bad weather: impacting home-grown produce availability?” What does Morrisons tell consumers?

  • (December-15) Is fresh more nutritious than frozen? What does Morrison's tell consumers?

  • (November-15) Are we supporting British farmers? What does Morrisons tell consumers?

  • (October-15) Local produce fresher than imported? What does Morrisons tell consumers?

  • (September-15) “Avocados Fattening?” What does Morrisons tell consumers?

  • (August-15) "Recommended Produce for a Diabetic?" What does Morrison's tell consumers?

  • (July-15) “Is Organic Produce Pesticide Free?” What does Morrisons tell consumers?

  • (June-15) "British Strawberries During Wimbledon?" What does Morrisons tell consumers?

  • (May-15) "Food Waste?" What does Morrisons tell consumers?

Vegetables

Year-Month (Location) Well Stocked Attractive Display Effective Promotions Style of Packaging Range of Produce
4-16 (Newcastle)
3-16 (Edinburgh)  3
2-16 (Manchester)
1-16  (Cardiff) 4 5 4 4
12-15 (Reading) 4
11-15 (Ashford) 2 3 2 3
10-15  (Sheffield) 4 4 5 4 5
9-15  (Coventry) 5 5 4 4 5
8-15  (Swindon) 5 5 4 4 5
7-15  (Bristol) 5 4 1 4 5
6-15  (Leeds) 5 4 3 4 4
5-15  (Cambridge) 5 5 4 5 5

Fruits

Year-Month (Location) Well Stocked Attractive Display Effective Promotions Style of Packaging Range of Produce
4-16 (Newcastle) 4
3-16 (Edinburgh) 3
2-16 (Manchester) 2    2     3
 1-16  (Cardiff) 4
12-15 (Reading) 4
11-15 (Ashford) 2
10-15  (Sheffield) 5 4 5 4 5
9-15 (Coventry) 5 5 4 4 5
8-15  (Swindon) 5 5 4 4 5
7-15  (Bristol) 5 4 1 4 5
6-15  (Leeds) 5 4 3 4 4
5-15  (Cambridge) 5 5 4 5 5

Promotions

Year-Month (Location) Number of Gondolas Range of Aisle End
4-16 (Newcastle) 
3-16 (Edinburgh)  0
2-16 (Manchester) 2    4
1-16  (Cardiff) 0
12-15 (Reading)  0
11-15 (Ashford)  2
10-15  (Sheffield) 0 4
9-15  (Coventry) 6 5
8-15  (Swindon) 0 5
7-15  (Bristol) 0 5
6-15  (Leeds) 6 4
5-15  (Cambridge) 7 4

The Store

Year-Month (Location) Appeal of Signage / Instore Message Fresh Produce Stands Out Cleanliness In-Store Cleanliness Out Store Helpfulness of Staff
 4-16
(Newcastle)
 3-16
(Edinburgh) 
 2-16
(Manchester)
3     4
1-16  
(Cardiff)
12-15
(Reading) 
3
 11-15
(Ashford)
10-15 (Sheffield) 4 5 5 5 5
9-15
(Coventry)
4 5 4 4 2
8-15
(Swindon)
4 5 5 5 5
7-15  
(Bristol)
4 5 5 5 5
6-15  
(Leeds)
3 5 4 4 3
5-15 (Cambridge) 4 5 5 4 4