Morrisons Café:
Food Strategy & Menu Development

Project Overview
Egg Soldiers was tasked with leading the Morrisons hospitality team in revamping their Café food offer to increase appeal across a broad audience of both new and existing brand customers.

Alongside recipe innovation and development, the project required the team to simplify the overall food offer through menu, range, format and operational streamlining, with a focus on consistency and quality.

All day-parts and offers were to be assessed to maximise opportunities, with an evolved 'Eat-in' offer, clear takeaway/delivery business routes, and a defined coffee strategy all core project elements.
Egg Soldiers x Morrisons Café:
Our Approach
Concept Definition & Operational Planning
The project began with a business immersion review of Morrisons Café's current menu offer and operating model for a thorough understanding of the business.

From this, the team worked collaboratively with the Morrisons hospitality team via a number of interactive workshops to define evolved menu architecture based on the target customers' need states, streamlining existing operational strategy to reduce overall complexity in the kitchen.

This stage also included in-depth competitor research and consumer trend analysis, with our new menu vision featuring modernised dish presentations, updated crockery, and a focus on recognisable comfort food options across all day-parts.
Menu Development & Integration
Egg Soldiers then supported the Morrisons hospitality team in developing all updated dishes and recipes against set GP targets and agreed selling prices.

The team also advised on the best-in-class approach to the scalable rollout of the new menus across the business, supporting on both soft and formal launches and delivering future menu development recommendations.
Concept Launch & Support
As part of launch, Egg Soldiers led the Morrisons hospitality team in both NPD and implementation for an additional three-month period, mentoring on-site for a smooth, successful introduction of the evolved food offer and new processes.

The team also conducted post-launch site visits, delivering actionable recommendations for improvements.
Client Feedback
  • Ali Lyons, Head of Food Service Operations
    "Egg Soldiers' development process was comprehensive and engaging, with the team's diverse set of skills invaluable assets for us during what was an important project.

    "We tasked them with an evolution of our Café's food offer, one that would both appeal to a new audience and excite our existing customers, and the team created innovative solutions for modernising dishes while celebrating core Morrisons food values and product.

    "Egg Soldier's hands-on support for our food team throughout the project further highlighted their operational expertise and hospitality knowledge.

    "Our initial plan was to gradually roll out the new menu over time, but we had such confidence with the new offer that we decided on a full rollout across our estate.

    "It was a pleasure to work with them, and the feedback from our customers has been really positive since launch – we've seen an uptick in café engagement across demographics and increases across all key performance indicators."
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