Supermarket giant Morrisons is to become the first of the four food retailers to go head‑to‑head with high street “desighner” sandwich chains by launching a freshly made in store range.
The group, which has 13 per cent of the Scottish food retailing market, said today that it is to train a 1,000-strong “sarnie army” of Morrisons staff to make sandwiches from scratch, using ingredients from the stores’ Market Street areas rather than being bought pre-made.
Morrisons said its aim was to carve out a bigger slice of the UK’s £2.8 billion sandwich market. A company spokesman said: “We’ve been listening to customers and found many wanted their sandwichs to taste like they’ve just been made.
“Our team can make a fresh sandwich just as well as the high street chains.” It comes as Morrisons, which has about 60 stores in Scotland, and where new executive David Potts took over in March, is expected to announce a further slide in like-for-like sales of about 2 per cent when it updates the market on its third-quarter trading performance this Thursday.