Aylesbury’s Morrisons store has completed a £1.5million facelift.
The shop now boasts the latest in misting technology to keep fruit and vegetables fresher, a new flower shop and pizza counter.
General store manager Gary Hunt insisted it was coincidental the changes, part of a national roll out by the company, occurred at Station Way as Waitrose opened in Exchange Street.
He said: “From our point of view it’s a great coincidence.
“We definitely feel we have just as good a store if not better than Waitrose especially when it comes to fresh food and speciality food.
“We are very pleased. The store is 19 years old so updating the store makes it look fresh. We haven’t moved too much around, everything is where it used to be apart from a few tweaks. We have tried really hard and probably 80% of the store hasn’t moved.
“Without being biased I believe the quality at Morrisons is the best in Aylesbury,”
The store is now putting emphasis on its craft skills such as butchers, bakers and fishmongers.
It has also started running an apprenticeship scheme within the shop.
Mr Hunt added that the changes wouldn’t stop there with Morrisons set to introduce a new clothing range, Nutmeg, in time for autumn which he said is ‘Next quality but at Asda prices’.