North of England retailer advances with conversion to Morrisons Daily

After switching its Northallerton store last year, the group added its Oxbridge store in Stockton-on-Tees in January.

Managing director John Stevenson said  the group’s third store, also in Stockton, will close for “a full knock-down and rebuild” in about three months’ time, also converting to Morrisons.

Just two weeks after its big change – it was previously a Nisa – the Oxbridge store has already seen a big increase in turnover. Food-to-go sales have done particularly well – more than doubling.

But customer reaction has been mixed. Stevenson said: “It’s interesting when you do something like this. We have had a very good start, but some customers really don’t like change.

“We had one lady who said she hated it, but I think that is just because things are different – things are in different positions.

“Sales have shot up, particularly with food-to-go. I’d say that for every customer we have lost, we have gained four.”

The buoyant start in Oxbridge is no surprise to Stevenson after the success of converting the Northallerton store last year.

Turnover at the Yorkshire forecourt store, also formerly a Nisa, went up by 20% after the £50,000 investment. This included a 400% increase in sales of baked goods.

The Stevenson family has operated forecourts for 40 years, but has put more emphasis on retailing at its three sites since 2010. One reason is Stevenson’s view that retailing is likely to account for a larger proportion of total business as electrification of vehicles increases.

Stevenson says Morrisons has “been above and beyond expectations” in terms of the service it has provided when he needs quick responses.

He said: “They get back fast on questions such as changing ranges or access to more stock.”