Morrisons is transforming its in-store fresh food offerings by replacing nearly 100 traditional meat and fish counters with new sushi counters under the Happy Tokyo Asian Kitchen brand. This innovative change is the result of a partnership with KellyDeli, a leading Asian food operator.
The new sushi concept was initially trialled earlier this year at Morrisons locations in Gamston and West Bridgford, Nottinghamshire. In October, six additional counters were introduced in stores across Kirkstall (Leeds), Birmingham Edgbaston, Hereford, and Bristol Fishponds, with plans for more openings soon.
Next week, Morrisons will launch three new sushi counters at stores in Anniesland (Glasgow), Strood (Kent), and Welling (London), followed by further rollouts early next year.
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Mark Buley, Managing Director of KellyDeli UK, stated, “Our partnership with Morrisons is built on true alignment—we’re growing together, moving fast, and responding to changing customer needs. Customers want premium food experiences to enjoy at home. Through Morrisons, we’re delivering great taste, quality, and innovation at scale.”
In addition to the sushi counters, Morrisons is piloting a new Asian hot food concept in its Wimbledon store. Partnering with Hana Group, this format serves Japanese and Korean street food, catering to evolving consumer tastes.
KellyDeli will operate and staff the sushi concessions, following its successful models with major retailers such as Waitrose, Tesco, and Asda.
Meanwhile, Morrisons CEO Rami Baitieh acknowledged the ongoing challenges posed by inflation, noting it has increased over the past two months. He emphasized the company’s commitment to helping customers manage tighter household budgets by offering good, affordable fresh food for all.
“In the fourth quarter, inflation has increased further, and we are adapting to continue providing the best value,” Baitieh said. “We are cutting prices for all customers, tailoring promotions, and enhancing rewards for More Card members to support loyalty.”