Morrisons ‘dated and rudderless’ as Sir Ken launches attack

SIR Ken Morrison has launched a sensational attack on bosses at Morrisons, describing its financial results as “disastrous”.

Sir Ken, who stood down as chairman at the Bradford-based supermarket in 2008, lambasted a recovery plan presented by chief executive Dalton Philips at the group’s AGM yesterday, calling it bull***t, in reference to the bullocks he keeps on his farm and their manure, saying Philips had more if it than his herd.

Following this, a retail expert described Morrisons as being “dated and rudderless” and said the Yorkshire-based supermarket chain is sending out serious warning signs.

Phil Dorrell, director of retail consultancy Retail Remedy, criticised the grocer’s lack of direction and the absence of inspired leadership.

Mr Dorrell said: “Is there anything left to lose? Morrisons is now emitting serious warning signs and this is the position it has been in for over a year.

“What’s going wrong? Morrisons has an estate that lacks any format excitement, uninspired marketing, sharp competitors in Aldi and Lidl, and, to top it all off, zero sense of direction. It feels as dated as it does rudderless.”

Mr Dorrell said the group was playing catch-up in all areas of its business, from online to convenience.

“Dalton Philips is an experienced retailer but has failed to deliver a clear and robust strategy. The truth is that the main portfolio has simply not moved on in the four years he has been there,” he says.

“In the meantime, Aldi, Lidl and Waitrose are gorging themselves on his market share. Morrisons has even lost ground to the discounters on fresh foods.

“As an old-school grocer, the one thing Morrisons can do is run stores with discipline and standards but morale is eroding in the glaring absence of inspired leadership.”

Mr Dorrell said the Kiddicare venture had rapidly proved a mistake and simply delivered even more poorly formatted stores with an indistinct proposition.

“Kiddicare is now being kicked ignominiously into the long grass,” he said.

Morrisons announced yesterday that its Sir Ian Gibson is to step down from his role.