Client Story

Morrisons Bakery

A Freshly-Baked Concept.

Bakery sits right at the heart of Morrisons’ ‘Market Street’ identity. As one of the only supermarkets that bake their bread on site – their ‘MADE BY US’ product branding holds genuine sway with loyal customers and provides a real focus in-store. So, when they wanted a redesign for their in-store bakery concept, we were happy to oblige. After all, this was the 4th generation bakery fit-out we had developed over a 15-year long-standing relationship with the Morrisons Team.

Driving new ideas.

The Morrisons Team had specific request and requirements for a ‘next generation’ concept:

  • The design intent was to move from a timber slatted shelf system to a full post wire shelf system

  • The 4th generation needed to be modular and flat packed vs. the fully-assembled 3rd generation

  • With hygiene as a priority, the system needed to be easier to clean, so we added a base draw system to catch crumbs

  • But above all, Morrisons wanted to promote their premium ‘Best of ‘ range. The initial direction for this was packing-free, however, the offer changed due to Covid and was ultimately packaged

Morrisons had a design of the desired look and feel, but it needed refining and developing into a fully-workable concept. With substantial expertise in supermarket ‘Fresh’ areas such as: produce, bakery, food-to-go & flowers, our team was able to add substantial value in making the concept practical, elegant and completely customer-focused.

Adapting to a changing brief in challenging times.

The development posed unique challenges as the prototype was built pre-covid. The client’s design teams reviewed the fixtures at our manufacturing facility and needed to make amendments – adding in screens due to the compliance requirements of the pandemic. We were fast to respond and produced a second prototype which was presented, signed-off, and installed into Morrisons Huddersfield in less than 3 weeks.


Collaboration develops the perfect rollouts.

Installation took place October 2020 – and the concept was revisited over the following months to update the illumination and revise the overall format. Looking ahead, there are to be 4 more trial stores and then a further 11 stores to review performance. Each iteration allows for us to collaborate with the client to refine and develop the scheme, making sure that every single detail is considered, tested and challenged to achieve the ‘perfect’ spec for full roll-out.

We’re pretty confident that we’re on the right track – as the initial install at Morrisons Huddersfield is in the frame for a prestigious industry award from British Baker.

The trusted expertise you can rely on.