Morrisons - comment
The immediate impact of extending low pricing to convenience formats will be small. Over time, the convenience format will support higher margins, but it will take time and patience. The snag is avoiding damaging the brand with higher prices. Presently, consumers are highly price-conscious, and the formats are more intertwined in the consumer's mind.
https://www.grocerygazette.co.uk/2023/06/28/morrisons-ceo-savers-c-stores/