Morrisons has declared for the six months February and July 2009 an increase in gross profits by 45% from 309 million pounds (340 million euros) to 449 million pounds (494 million euros). Focusing on better price differentiation, they aim at further expanding their customer base.

Morrisons is already characterized by a wider range of fresh food compared to other supermarkets. The policy of the chain is therefore contrary to that of other competitors such as Tesco, Asda and Sainsbury, which are expanding the non-food product range.