UK roundup: new stores and digital marketing plans

In this instalment, our UK analysts offer their take on some of the market’s latest developments and initiatives for the week commencing 24 November 2025. Here’s what you need to know about:

• Morrisons launches its first Digital Out-of-Home advertising.

• M&S searches for 500 new food store sites.

• Uber Eats set to trial robotic deliveries in the UK.

• Premier symbol group reaches 5,000 stores.

• Parfetts launches digital zone for energy drinks.

• Pret to exit the coffee vending sector.

Morrisons launches its first Digital Out-of-Home advertising

Morrisons is launching its first Digital Out-of-Home advertising network through a seven-year partnership with Bauer Media Outdoor (BMO). BMO has been awarded the contract to install and operate a network of 300 digital screens, strategically situated at the entrances of Morrisons supermarkets. The rollout is set to commence in the first quarter of 2026. This new initiative, which will be sold jointly by BMO and Morrisons Media Group, is designed to provide advertisers with highly targeted access to grocery shoppers at a critical point in their purchase journey.

IGD Senior Insight Analyst, Alex Rowberry‘s view:

Although Morrisons is late to the party with digital screens, the timing is effective as the supermarket has significantly modernised its data capabilities over the last year, allowing it to deploy the new screens and adverts far more effectively. By leveraging its physical estate, the seven-year joint venture with BMO will diversify Morrisons' revenue and offer brands an ‘unmissable’ opportunity to influence purchase decisions right as shoppers enter the store.

M&S searches for 500 new food store sites

Marks and Spencer has significantly expanded its search for new and renewed food stores, identifying 500 potential locations across the UK as it accelerates its strategy to double the size of its food business. This proactive move is integral to the retailer's plan to modernise and rotate its store estate, aiming for a future footprint of 420 food stores alongside 180 full-line stores. M&S is specifically targeting larger sites, growing the average target size of its food stores to 18,000 sq ft, to stock a fuller range. M&S is also picking up the pace of renewal, with 20 new or modernised stores set to open between November and March, creating 800 new jobs.

IGD Insight Manager, Sneha Haria‘s view:

This ambitious plan follows M&S's recent announcement of a £90 million investment to open and renovate six stores in London, highlighting a comprehensive strategy to bolster its presence across more areas across the UK. The search for larger sites confirms M&S's strong confidence in its renewed food offering and is a clear intent to challenge the established major supermarkets for the main weekly family shop. To read more about how M&S are using their investment in stores, see our report on how M&S is winning shoppers.

Uber Eats set to trial robotic deliveries in the UK

Uber Eats is partnering with Starship Technologies to roll out autonomous robot deliveries in the UK this December, beginning in Leeds and Sheffield, with wider expansion planned in Europe for 2026 and in the US for 2027. The robots will have the capacity to complete journeys of up to 2 miles in under 30 minutes. Starship Technologies has already worked with Co-op since 2020 to deliver groceries in Milton Keynes and Northampton. For Uber, the partnership reflects its broader push to automate different areas of its business as it looks to boost growth.

IGD Supply Chain Analyst, Soline Duriez’s view:

Uber Eats' partnership with Starship Technologies marks a notable step towards reshaping urban logistics into a more flexible ecosystem. This innovation has the potential to reduce delivery costs and emissions in dense urban areas. The success of implementation will depend on regulation, infrastructure, and customer acceptance.

Premier symbol group reaches 5,000 stores

The Booker-backed symbol group, Premier, has successfully recruited its 5,000^th store, further reinforcing its position as the biggest single retail fascia in the UK market. It marks another strong year of growth for the fascia, which has seen it add more stores than any other symbol group again. Over the last six years, Premier has added an average of c.250 incremental stores every 12 months, increasing numbers by over 42% in that time.

IGD Insight Partner, Patrick Mitchell-Fox’s view:

The sustained growth of Premier in recent years is a testament to how attractive the proposition is to its independent member-retailers with its ‘makeover not takeover’ formula. As well as providing an effective support package for no direct cost beyond loyalty of spend, Premier retailers also retain significant freedom to run their stores as they wish, with scope to flex their ranges to suit their needs. For its part, Booker targets support at sustaining profitability rather than driving sales alone, aspiring for Premier stores to maintain a 30% margin mix.

Parfetts launches digital zone for energy drinks

Major regional UK wholesaler Parfetts is partnering with Red Bull to create a dedicated zone on its ordering website to build category focus and insight with its independent retail customers. The new website section will provide point-of-sale materials, best practice planograms and advice to help retailers optimise their space and boost profits from the category. This is the first in a planned series of digital zones being developed by Parfetts in collaboration with flagship brands in other categories. As well as getting improved visibility outside generic onsite listings, high-performing products can also benefit from additional exposure through algorithms that promote them as best sellers or popular items.

IGD Insight Partner, Patrick Mitchell-Fox’s view:

While Parfetts still continues to develop its traditional self-service cash & carry platform across all nine of its depots, online ordering has become a major engine of growth in recent years. With over 50% of sales now being made on its web and app platforms, the ‘digital shop window’ is now a critical way for suppliers to engage with Parfetts’ retail customer base. Red Bull has been notable as one of the key suppliers embracing this online opportunity in the B2B channel and has been working with other wholesalers, such as Bestway, on other digital initiatives for several years.

Pret to exit the coffee vending sector

Trade press reports indicate that Pret-a-Manger will be removing its Express coffee-to-go solution from the market as of February 2026. Having launched initially in 2021, the vending operation has been a collaboration with JDE Peet’s, made available to convenience and forecourt stores as well as other locations looking to develop the coffee-to-go opportunity. It is understood that to date Pret Pret-branded machines have been installed in 110 locations.

IGD Insight Partner, Patrick Mitchell-Fox’s view:

The coffee vending market is, of course, dominated by the ubiquitous Costa Express proposition with 14,200 machines in the UK market. For its part, Pret Express has been one of several (pretty distant) tier-two players and seemingly not gaining much competitive ground. In addition, what was a growth area for convenience stores appears to have stalled in recent years, with the latest IGD data showing that sales of hot food & hot coffee in the convenience channel were down by 3.7% in the first half of 2025.