Morrisons

Morrisons is a plain supermarket business for weekly grocery shops, and its appeal comes from doing the unglamorous basics well. By our assessment, it is strongest in fresh food, own-label groceries and the familiar full-range store format that British shoppers know from the high street and out-of-town sites. The limit is clear too: this is a mature supermarket chain, so it competes on price, range and store convenience rather than on excitement or novelty. In practice it feels like a practical UK grocer, with bakery, meat, produce and household staples in one place, plus the usual pharmacy or café presence in some stores. It sits in the main British grocery fight against Tesco, Sainsbury's, Asda and Aldi, and Morrisons has long been the more traditional, food-led name in that group. The company has also had a reputation for tighter control over fresh supply than some rivals, which helps explain its identity. Morrisons is a British company, and its store model still reads as very local and very supermarket-first.