MORRISONS HAS begun making its first online food deliveries, taking groceries to homes across the Midlands.
The Bradford-based supermarket chain said it had seen strong interest in its dot-com offer with thousands registering their interest.
It said hundreds of deliveries took place to homes across the Midlands on the first day.
It comes after Morrisons reported a worse than expected 5.6 per cent decline in like-for-like sales and warned that profits will fall short of City expectations.
Morrisons blamed a combination of shoppers failing to trade up from the discounters over Christmas, its lack of online and convenience stores and the proliferation of vouchers offering mass discounts from rivals.
The group hopes to overcome some of these issues with the launch of its online service.
Dalton Philips, chief executive of Morrisons, said on Friday: “Today, Morrisons becomes a truly multi-channel business with an online offer that will lead the market in freshness, value and service, powered by best-in-class technology. It will be the closest thing on the internet to being in a store and selecting food yourself.”