A food lover’s haven
Morton’s of Ranelagh, Dublin 6, has been named the worthy recipient of this year’s Gold Award for stores sized between 4,000 and 8,000 sq ft.
Print18 January 2011
Retailer Gary Morton is justifiably proud of the reputation for providing quality produce that his family’s grocery business has earned since its establishment over three-quarters of a century ago. “The Morton’s name has been synonymous with Ranelagh and the surrounding area since 1934,” notes its current owner, and throughout this time, the guiding principles behind the successful business appear to have changed very little.
“Morton’s has remained a family run business with a focus on the very best produce, whether it is luxury or everyday items,” he says. “Morton’s is a local shop and the ‘personal touch’ is what sets us apart. Our customers have become more than customers; many have become friends.”
A fine fresh offering
What’s more, the store makes a continuous effort to live up to its clientele’s high expectations, through offering appetising, freshly made food in-store. “Our own range of food is created in a full onsite kitchen with five chefs, led by Gwen, producing the very best of Morton’s own fresh food, including soups, salads, sandwiches, quiches, cooked meals and the finest range of cakes and confectionery, made from first class ingredients everyday,” says the retailer.
“As a long established shop, we have a knowledge and passion for food not found in your everyday supermarket. With the contribution of our chefs and the well-known local specialists, Lawlors Butchers and Sheridans Cheesemongers; we enjoy introducing our customers to some great products.”
Lifelong learning
Indeed, this desire to provide customers with the best shopping experience possible quickly becomes apparent when visiting the store, and is attributable in no more small measure to Morton’s extensive experience within the trade which has proved “a lifelong learning”. This is the third generation of Morton’s to take the reins and together with my family we seek to bring the best to our customers.
“I had a brief career in engineering but the lure of the shop floor was too much. I really enjoy discovering new products and bringing something new and exciting to the consumer and I am immensely proud of the quality of food we make and provide to our customers.”
A combined effort
Staff have also played a central role in maintaining the store’s excellent reputation. “We have a staff of 70 which is spread between our shop on Dunville Avenue in Ranelagh, and our elegant new store on Hatch Street, in the historic vaults of the Harcourt railway station,” explains Morton. “We have a multi-cultural, multi-talented group and this award is something that is the result of the combined efforts of all the staff. We are all so proud to receive an award of this calibre.”
And while a recessionary climate naturally brings challenges, the Morton’s group has proven itself more than capable of weathering the storm. “We have traded through all seasons of economic times in 75 years at Morton’s. Of course we have adapted to the changing habits of our customers over time, but offering value has always been important,” says Morton. “The current climate presents new challenges and an imperative to offer better value. We put a strong priority on sourcing products at lower prices, and then take this to the customers.”
History in the making
Becoming complacent is not an option moreover. He notes that the team has “improved our business in a number of ways in recent times. At Morton’s on Hatch Street, we present a fine delicatessen to the many office staff in the area. We also offer Café 21, a compact café as part of the Dunville Avenue store.”
After gaining a “great boost” by being named a C-Store Gold Award winner in 2010, a focus on innovative thinking continues to play a key role in the group’s plans for the new year. “For 2011, we are keen to strongly present our excellent catering service, and our selection of wine, with wine tastings for customers and wine courses in the vaults in Hatch Street. The history is all there, with the history of Findlater’s and others in this lovely building.” While Morton’s benefits from attractive historical surrounds therefore, this forward-thinking group is most certainly not stuck in the past.
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