The first Morrisons convenience store on a Motor Fuel Group (MFG) site has been launched in Crewe.

The store is the first of five pilot stores which are planned for MFG sites.

The shop will be branded with a new fascia, ‘Morrisons Daily’ using a logo that has been trialled in two of Morrisons’ Leeds stores. It will receive deliveries of fresh and ambient food utilising Morrisons existing supply chain that will include food to go, fruit & veg, meat, fish, ready meals as well as essential groceries.

The shop, which is 1,200sq ft, was given a simple conversion to Morrisons over the weekend and will now help the company understand customers’ needs. More comprehensive design changes will be used in later pilots.

Ross Eggleton, Morrisons logistics & supply chain director, who is leading the pilot project, said: “These pilots will allow us to create different propositions for each location and the customers they serve. The first pilot in Crewe also allows us to test and refine our approach ahead of opening another four early in 2016.”

Morrisons announced the partnership with MFG in October, six weeks after it sold off its 140-strong estate of convenience stores to a team lead by fuel industry veteran Mike Greene, and backed by Greybull Capital.

MFG has 373 sites operating under the BP, Shell, Texaco and JET fuel brands, and is currently second behind MRH in Forecourt Trader’s Top 50 Indies, based on the number of sites.