Asda may be running away with the award for pricing, but Morrisons is edging out in front on both service and availability as we hit the halfway point in the Grocer 33 year.

After 26 weeks, Morrisons is ahead of the pack in terms of availability, after offering five full baskets containing 33 items. Asda and Sainsbury’s - which won the award last year with 11 full baskets - are neck-and-neck on three full baskets. Waitrose and Tesco are off the pace, having both offered just two full baskets.

Morrisons also leads its rivals on service. This year it launched HOT, a new customer service initiative that stands for Hello, Offer help, Thank you.

Last year, Morrisons recorded seven wins across the 50 weeks of the G33 year. This year, it has already recorded eight wins in half the time. Tesco took the prize last year with 14 victories, so if Morrisons can maintain its standards for another six months it could win the award for customer service for the first time since 2009.

But again, the competition is tight. Asda is right behind with six wins for service, Sainsbury’s has five, Waitrose has four and Tesco has three.

On price, Asda has already recorded 20 wins out a possible 26. And while mathematically it could lose its pricing crown, it looks highly unlikely.

But on service and availability, there is still everything to play for. Morrisons is well placed, but Asda is close behind, looking to secure a memorable hat-trick in all three categories, a feat it last achieved in 2008.

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