Morrisons Courts Shoppers With 'Masstige' Strategy Amid Supermarket Shift

Morrisons is increasingly presenting itself as a destination for affordable luxury, a strategy that is drawing attention from shoppers and branding experts alike. The supermarket chain, traditionally positioned in the mid-market, is now offering sophisticated products and experiences that evoke a sense of premium quality, a move experts call "textbook 'masstige,' or mass market prestige."

Social media has been abuzz with shoppers expressing surprise at the elevated offerings found in Morrisons stores. Examples include "Santorini" scented candles, stylish ceramics, and fully stocked sushi and poke bowl bars. In London's Hackney, one branch features displays of fresh produce, assorted chutneys, and a fresh orange juice machine, creating an artisanal market atmosphere.

Lifestyle blogger Sophie from York highlighted an antipasti platter, available as part of a meal deal, which included bruschetta dip, olives, gouda, chorizo, and Italian taralli. UK content creator Ameer noted inventive baked goods such as a "Mini egg cheesecake" and "doughnut trifle." The retailer has also introduced premium-looking truffle and Italian cheese flavored crisps.

Beyond food, Morrisons' homeware brand Nutmeg has garnered praise from influencers for its colorful candles, ceramics, and glass vases. Commenters have expressed disbelief that these items are from Morrisons. The in-store cafes have also received positive reviews, described as "10/10" and "surprisingly reliable."

Aidan van Vuuren, Head of Digital at Peak Digital, explained that this strategy focuses on providing the signals of a premium product—packaging, language, and presentation—without the premium price tag. This approach offers "affordable indulgence" by making customers feel better about their existing spending. He noted that during times of financial constraint, consumers tend to "downsize luxury" rather than forgo it entirely, making supermarkets well-positioned to capture this trend by allowing consumers to "upgrade" purchases they were already planning to make.

Van Vuuren added that Morrisons is starting from an advantageous position, as it has never been perceived as a premium supermarket. The surprise element—the gap between expectation and reality—drives positive reactions. He also pointed out that Morrisons' existing strengths, such as its fresh counters, butcher, baker, and fishmonger sections, lend an air of craft rather than corporate mass production.

However, experts caution that this momentum could be fragile. Van Vuuren warned that if the strategy appears overly commercialized, prices increase, or it becomes an official campaign, the appeal could diminish. The ideal approach, he suggests, is to "keep feeding it quietly and let people carry on thinking they discovered it."

Dan Hulse, Chief Strategy Officer & Partner at St Luke's, emphasized the importance of achieving the "right kind of posh." He contrasted "bad posh," associated with excessive spending, with "good posh," which offers aspirational but accessible items. Morrisons' approach taps into the "lipstick effect," offering small treats that provide a sense of luxury on a budget. He noted that this strategy has contributed to Morrisons' growth over the past three years.

Despite these developments, Morrisons has undergone significant operational changes. In 2025, the company initiated an overhaul that included the closure of more than a dozen Morrisons Daily convenience stores. The retailer cited increased operational costs, including higher National Insurance contributions and minimum wage hikes, as contributing factors. These changes also led to the permanent closure of 52 in-store cafes and the streamlining of services in remaining stores, such as the discontinuation of hot food and meat counters, florists, and pharmacies in some locations.

CEO Rami Baitiéh, who joined Morrisons in 2023, stated that these changes are necessary to "renew and reinvigorate" the firm, allowing for focused investment in areas that customers value. He assured that while some cafes faced closure due to specific local challenges, Morrisons cafes generally have a "bright future." The company plans to work with third parties to offer specialist services in areas where counters or cafes have been closed.

Experts, however, caution that Morrisons must tread carefully. While social media buzz can enhance its aspirational image, leaning too heavily into a premium perception could be detrimental if it conflicts with perceptions of value, especially as one report indicated Morrisons was the UK's most expensive supermarket for July. The risk is that the enhanced image could make the brand seem less affordable if not managed judiciously.