A new convenience store is set to open in Norton, North Staffordshire, as part of Morrisons’ ongoing expansion strategy. The supermarket chain will transform the former Jack’s Service Station into a Morrisons Daily location, with plans to launch the store in early December 2023. This move comes after the closure of the petrol station at the end of September, which had been operated by the Ascona Group.
The Ascona Group, which manages 62 petrol stations across the UK, was unable to renew the lease for the site on Ford Green Road. Chief Executive Darren Briggs expressed disappointment over the closure, stating, “As leaseholders at Jack’s Service Station, it has been a pleasure and a privilege to work with our fantastic team serving the local community. Our landlord now wishes to sell the site with vacant possession, and regrettably, we are therefore having to wind down our operations.”
In the wake of this closure, the forecourt has reopened, with both unleaded and diesel pumps fully operational. The empty shop space is being repurposed into a Morrisons Daily, adding to the chain’s growing presence in the area. Morrisons has already opened similar franchise locations at petrol stations in Baddeley Green, Sneyd Green, and most recently, Endon.
Morrisons is planning to launch a total of 250 new Morrisons Daily convenience stores. This initiative aims to provide local shop owners with the opportunity to convert their stores into Morrisons franchises, particularly in regions where the brand has been underrepresented, including cities in the South and the Midlands.
This expansion is part of a broader strategy by Morrisons to enhance its offerings. The supermarket has recently relaunched its fresh product line, including 500 new items and introducing an ‘ultra-premium’ tier. The company has also revamped its Market Street section to reflect farm shop influences, offering value-added products such as pre-prepared fish dishes.
The restructuring effort included closing 52 in-store cafés, 35 traditional meat and fish counters, and all 18 Market Kitchen food courts, as part of a drive to improve product range and pricing. As Morrisons continues its expansion, it is focusing on meeting the evolving needs of customers while adapting to market demands.
