Morrisons chief executive Rami Baitiéh has expressed his confidence in the supermarket chain’s growth plans in 2025 after its full-year profits and sales jumped last year.

The boss, which pushed ahead with a turnaround that saw the grocer undergo “urgent reinvigoration” in 2024, has said his strategy is “clear” for the year ahead.

“I’m confident that in 2025 our availability will improve, our price competitiveness will improve, our loyalty will improve, our promotions will improve, our range will improve, our customer service and the store friendliness will improve, our cafe will improve, our day to day business will improve, and all the components of this meal will improve,” he stated.

Subscribe to Grocery Gazette for free

Sign up here to get the latest grocery and food news each morning

Baitiéh explained that the strategy, which has been “approved by the customer, the colleagues, all the stakeholders” has been formed following consultations with 105,000 colleagues and round tables with 8,200 customers.

“I said a year ago that if you listen carefully to customers and colleagues, they will show you the way and they have. They have told us in granular detail where we need to improve in availability, value, promotions, ranges and loyalty.

“This has enabled us to build a really clear and detailed picture of what our customers really want.”

It comes off the back of strong trading last year, which saw total full-year sales rise 3.8% to £15.3bn and underlying EBITDA jump 11.2% to £835m over the 52-week period.

For the 13 weeks ending 27 October 2024, the supermarket giant’s like for like sales also increased 4.9% – its strongest like-for-like sales improvement in four years.