MORRISONS branches in Bromsgrove, Rubery and Droitwich are helping local customers plan their summer barbecues by offering weekly localised barbecue forecasts, writes Sam Arrowsmith.
Morrisons’ staff are placing weekend weather forecasts at the front of the local stores each Thursday so residents can gauge the type of food they should buy, reducing waste.
To acquire the most accurate forecasts, Morrisons has teamed up with MetraWeather.
There will also be weather announcements over the store tannoy to remind customers during their shopping how the conditions are shaping up.
Research carried out by Morrisons shows 58 per cent of people do not usually check weather forecasts before buying food for the coming week.
Consequently, 21 per cent of those surveyed said they bought the wrong food for the weather.
Added to this are the 31 per cent of customers who find themselves commonly doing an additional shopping trip as a result of unexpected weather conditions, favourable or adverse.
The localised alerts on the tannoy and at the front of the store will reset every Thursday at 5pm throughout the summer, all in a bid to help local customers plan for a barbecue in the famously unreliable British Summer weather.
A Morrisons spokesperson said: “We can’t change the weather but we hope that by giving our customers up-to-date local barbecue forecasts, we will help them plan their shopping and make the most of our fresh British food this summer.”
Byron Drew, Weather Consultant at MetraWeather, said: “Using the latest technology, our localised weather reports can predict the weather in an area between two to four kms, which means we can predict the weather in individual areas near to Morrisons stores.”
As part of their research, Morrisons has revealed the top ten barbecue spoilers.
1. The unreliable weather. (40%)
2. A sudden downpour. (36%)
3. A lack of people showing up. (12%)
4. Technical issues with the barbecue. (10%)
5. A lack of food preparation. (8%)
6. Undercooked food. (5%)
7. Lack of planning when buying food. (5%)
8. BBQ food going off before there is an opportunity to use. (5%)
9. Not being able to get to the shops in time. (4%)
10. Shops being closed on the day of the BBQ. (4%)