Morrisons Pops Up With Ready-Made Private Label Meals

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December 13, 2011

Morrisons has launched a chain of pop-up restaurants featuring dishes made from its store brands products, that customers could sample for free.

The first restaurant, The Kitchen, debuted during London Restaurant Week in early October near Carnaby Street. Diners could book and dine for free on a menu created by U.K. chefs Pierre Koffmann, Nigel Haworth, Atul Kochhar, Aldo Zilli and Bryn Williams.

Morrisons kept it a secret that it was behind the concept and diners were asked to review their meals: 76 percent rated their meal as excellent and 85 percent said they would have paid more than $31 for their meal when in fact each meal could be purchased from Morrisons supermarkets for less than $5.

More locations popped up as M Kitchen in Leeds, Birmingham and Manchester. The identity was no longer a secret and 80 percent still decided that the experience was worth more than $31. Each location also served Morrisons private label wines.

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