Morrisons is a UK-based supermarket chain offering a wide range of food and grocery products. They operate nearly 500 stores and provide online delivery services. Their unique selling proposition is a vertically integrated supply chain, allowing them to source and process half of their fresh food in-house, ensuring quality and freshness. Morrisons targets a broad audience, focusing on providing affordable, high-quality food to families and individuals across the UK. Their services include in-store food preparation, home delivery, and wholesale supply partnerships with other retailers like Amazon and McColl's[1][3][5].