Morrisons has brought back its popular loyalty offers at two food counters just months after quietly axing them. This week, the supermarket chain celebrated the “epic return” of loyalty offers on fish and meat on Fridays and Saturdays. The discount scheme, which allowed customers with More Cards to get 20% off their fish and meat purchases on the corresponding days and, was previously phased out back in May.
The change happened as part of Morrisons’ new Market Street format, a farmer’s market-style section of the branches launched by group trading director Andrew Staniland in the spring. The ‘Fish Friday’ and ‘Steak Saturday’ deals have now been resurrected, however, after reports suggested a drop in customer satisfaction linked to their withdrawal.
The chain said at the time that the discount scheme would be replaced by greater value throughout the week, including new multi-buy offers and an increase in aisle-end promotions, The Grocer reports.
The return of the 20% loyalty incentive, which relaunched this week, was also marked in the Morrisons More Card app, promising shoppers “more weekend wins”.
Customers shared their support for the scheme’s reinstatement on the supermarket’s Facebook page, dubbing it a way to score “great” offers and praising “lovely” staff for their help in its first few days back in operation.
The backpedalling comes amid a wider reduction in offers elsewhere for More Card users, according to The Grocer, with research suggesting the number of promotions available to members was 705 as of October 6, compared to 1,661 a year ago.
It also follows Morrisons’ market share slipping by 0.2% over the 12 weeks to October 4.
A spokesperson for the retail firm said: “We know how much our customers love our Fish Friday and Steak Saturday offer and so we’re delighted to be bringing the saving back to our More Card customers on our Market Street counters.”
