Morrisons has announced its trading update for the fourth quarter (Q4) and full year 2023/24, showcasing a robust performance marked by significant operational and financial improvements.
The supermarket chain reported its strongest quarterly like-for-like (LFL) sales growth in nearly four years, alongside a notable increase in underlying EBITDA and total revenue.
For the 52 weeks ending 27 October 2024, Morrisons achieved a 4.1 per cent increase in Group LFL sales, with Q4 LFL sales rising by 4.9 per cent - the highest quarterly growth since early 2021. Underlying EBITDA surged by 11.2 per cent to £835 million, while total revenue climbed 3.8 per cent to £15.3 billion for the full year. Q4 revenue also saw a strong uptick, increasing by 4.8 per cent to £3.8 billion.
“This has been a year of urgent reinvigoration and positive progress for Morrisons. Customer transactions increased, market share grew from Q2, and we saw positive switching from our competitors,” Rami Baitiéh, chief executive, said, adding that improvements in availability, pricing, promotions, and the loyalty scheme have driven the financial performance.
The Morrisons More Card has been a standout success, with linked sales growing to 68 per cent at the year-end and reaching 76 per cent by the time of the update. “The More Card is firmly established as a customer favourite after a stunning year,” Baitiéh noted, with 3.5 million Morrisons Fivers redeemed during the two-week Christmas period.
Morrisons expanded its convenience store estate to over 1,600 stores and acquired 36 convenience stores in the Channel Islands in November 2024.
