Morrisons has extended opening hours at almost half of its stores as it attempts to claw back market share from rival discounters.
The supermarket chain will extend Monday opening hours to 6am - 11pm at 230 of its 490 UK stores. The Morrisons stores in question will be open for 1,600 more hours per week in total - a key manoeuvre which will help snare “dawn and dusk” shoppers.
A recent survey conducted by YouGov found that one in five shoppers prefer to visit supermarketers before 9am or after 8pm because it’s “quieter” at these times, or because of work or family commitments.
Dalton Philips, Morrisons’ chief executive, said stores “need to be open for longer” to meet the demands of “modern family life, flexible working hours and busy schedules”
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