Morrisons reveals its Ocado offering for the middle-class
The plan plays on its reputation for good butchers and fishmongers counters and fresh produce.
The supermarket's new online service will allow shoppers to pick a cut of meat from a diagram of a cow and then, using a sliding scale, request a butcher to slice a bespoke amount. Much of the new website looks and feels like Ocado, with shoppers able to book slots by the hour and delivery prices varying from off-peak to standard and peak times. Food can be delivered to customers' doors for as little as £1.
The plan is to launch in Warwickshire by January 10 and roll out to London and South Yorkshire by mid-2014 and the North West by the end of the year. The retailer has teamed up with online grocer Ocado to catapult it into the market. Chief executive Dalton Philips said: ‘We are late, but not too late. We will benefit from a decade of experience from Ocado and Fresh Direct , which will bring together the very best in technology with our expertise in fresh food.’
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