Lidl may have overtaken Morrisons to become Britain’s fifth-largest supermarket – but one former insider believes the discount giant’s reign could be short-lived.
Ex-Morrisons worker and money-saving expert Al Baker says the retailer has quietly transformed its stores with better deals, fuller shelves and improved customer perks – and predicts Lidl could soon lose the crown it has just won.
The savvy shopper, 51, from Aldershot, Hampshire, worked for Morrisons for two years and says the chain deserved criticism in the past for stock shortages, poor promotions and operational problems.
- Advertisement -
But he believes shoppers are starting to notice significant improvements, as reported by Whats The Jam.
Al, who runs the money-saving blog www.thepennypincher.co.uk, said: “Lidl have overtaken them now but I think Morrisons are going to bring it back.
“Lidl’s loyalty scheme has gone downhill and people are jumping ship.
“That’s going to affect customer numbers and spending, because people shop where they feel looked after.”
Al joined Morrisons during the Covid pandemic and said that while the supermarket had strengths, particularly in its fresh produce and meat offering, it often struggled behind the scenes.
- Advertisement -
He said: “The deals weren’t exciting, the products weren’t exciting, and the range wasn’t especially inspiring.
“The ordering was often wrong. We’d get loads of one thing and none of another.
“Ticketing was never right, and the promotions were often not put on properly.
- Advertisement -
“That was mainly because they didn’t have enough staff and were always cutting back.”
According to Al, many of those problems have now been addressed.
He believes improved stock systems, clearer promotions and better merchandising have helped improve the shopping experience.
Al said: “I’ve literally just come from Morrisons and I’m sitting in the car after being there.
“The shelves were full, so the ordering system seems to be working.
“Everything I wanted was there and it was either on promotion or as cheap as everybody else.
“The quality was good too.”
He also pointed to the supermarket’s growing range of middle-aisle style products, which he believes has helped attract customers who would previously have headed to Lidl or Aldi.
Al said: “That’s where all the fun random products are.
“Not many places let you buy a strimmer, a wetsuit, and a hammer all in one aisle.
“Morrisons have started doing something similar.
“We bought camping stuff from there and saved money, and the quality seemed good.”
The money-saving expert also highlighted deals he had recently spotted, including a 20-pack of Walkers crisps for £2.97 and two-litre bottles of Diet Coke and Coke Zero for 97p.
He believes Morrisons’ loyalty offering has improved too.
Al said: “There used to be loads of freebies and promotions.
“There were also decent personalised discounts on things I bought.”
Another change he praised was the introduction of digital shelf labels.
He said: “Promotions show clearly on the LCD ticketing system, and clearance items stand out.
“It makes pricing sharper and easier to understand.”
Al believes all of these improvements are helping Morrisons regain ground on its rivals.
He added: “People can also get cashback in Morrisons now, which you can’t get in Lidl or Aldi.
“Better ranges, cashback, and apps like JamDoughnut all add up.
“Why would you go to Lidl?”
Despite acknowledging that Lidl still has strong deals, he believes the gap between the supermarkets is narrowing.
Al added: “Everybody’s price matching Lidl and Aldi these days.
“Honestly, Lidl need to pull their finger out because they’re going to lose that crown in my opinion.
“As a shopper and someone who worked there, I can see the changes, and I think it’s all to play for.
“It’s like the World Cup – I’d probably put my money on Morrisons coming back as the winner.”
READ MORE: Sleep expert shares ‘fool-proof’ hack to help Brits sleep during UK heatwave
