Winner: Morrisons Consett
Store manager: Bill Roberts
Opened: 2012
Size: 40,000 sq ft
Market share: 37.1%
Nearest rivals: Tesco - 1 mile Asda - 7.4 miles
Store data source: Analysis by CACI. Call the market planning group on 020 7602 6000

Congratulations, this was a great performance for such a new store! Yes, the store has only been trading since last November. It replaced an old store that was 100 yards away on the same site. This one is twice the size of the original and has 120 more staff.

So what do you put the success down to? This is a really proud moment for everyone involved. I have a great team of experienced managers here but everyone here deserves the credit - we are all very passionate about everything we do and have a genuine team ethos.

Our shopper picked up a full basket this week. How much of a focus is availability? It’s huge for us. We have a lot of systems in place to ensure we always have excellent availability, and we ensure we always have extra stock of the most popular items in the warehouse, rather than having to wait for the next delivery. But the main thing is that we are all passionate about staying on top of it.

This is a ‘store of the future’ format store. What areas are working best? The create your own pizza counter has been a massive success. We had people queuing round the block. Our flower shop also did great business over Valentine’s Day and Mother’s Day - some people were making huge orders and we had one customer spend £800 on bouquets. It was so popular we had to install more equipment and put more staff in there to cope with demand. The whole fresh format has really created a terrific buzz.

The latest addition has been the Nutmeg children’s clothing range. How is that doing? It’s proving very popular. I recently became a grandfather so I’ve bought a lot of the outfits and they are excellent. It’s very trendy and its really well laid out and merchandised. We are right next door to a Matalan but Nutmeg is still doing really well. I don’t think there is an issue with selling clothes in a supermarket - retail is retail and our staff are well trained and multi-skilled enough to work well right across the store.

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