How Morrisons plans to go from being an admired brand to a popular one

After reporting its fourth consecutive quarter of sales growth, Morrisons has taken encouragement and claims it is now an “admired brand”. But just being admired won’t see sales continue to come through the till which is why chief executive David Potts has his eye on scoring popularity points through an expanded general merchandise offering – including clothing and homewear.
The supermarket’s return to its roots of low prices, good value and fresh food is final