Morrisons rolling out fresh sushi counters as Market Street refresh continues

Morrisons is expanding its in-store experience by introducing fresh sushi counters in collaboration with KellyDeli. The initiative supports CEO Rami Baitiéh’s strategy to balance operational efficiency with maintaining the Market Street concept.

New partnership and rollout

The sushi counters, branded as Happy Tokyo Asian Kitchen, were initially tested in the Gamston and West Bridgford stores earlier this year. After a successful trial, the supermarket has accelerated the expansion across multiple locations.

Current and upcoming installations

12 stores have already added the new counters, including Kirkstall in Leeds, Edgbaston, Hereford, and Bristol Fishponds.
Six counters were opened in October.
Three more will open next week in Anniesland (Glasgow), Strood (Kent), and Welling (London).
Additional launches are planned for early next year.

Smaller format trials

Alongside the full counters, Morrisons is trialling a smaller “spoke” setup at two locations — the Merrion Centre in Leeds and Netherfield in Nottinghamshire. These feature fridges stocked with fresh sushi prepared at nearby stores.

Operational model

KellyDeli will operate and staff all sushi concessions, following the same approach used in its partnerships with Waitrose, Tesco, and Asda.

Author’s summary: Morrisons expands its Market Street concept with new KellyDeli-operated sushi counters, combining innovation and tradition to optimize space and service quality.

The Grocer — 2025-11-07