Last year 35 meat and 35 fish counters were closed from Morrisons UK supermarkets as part of a wider cost-cutting scheme. The move also saw 13 florists, four pharmacies, and 18 branches of its Market Kitchen format all axed.

However, the changes drew a heap of backlash from customers who claimed that the supermarket was moving away from the original vision of the founder Ken Morrison. The supermarket argued that the specific locations were unprofitable at the time.

But after the backlash, Morrisons is reported to be reversing some of the changes, including reopening some meat and fish counters that had been closed. According to The Grocer, senior bosses acknowledge that the cost-cutting might have been exaggerated at the time.

The reopening proposals are part of Morrisons' relaunch of its Magic strategy, which it outlined at its annual IGD conference in June.

The counters will still feature the “traditional” manned service; however, they will also include flatbeds and more grab-and-go options as part of the upgrade.

A spokesperson for Morrison described the counters as “part of [Morrisons’ DNA].

They added: “They are at the heart of our offer and a real differentiator for Morrisons.

“We closed a small number of meat and fish counters last year – and have learned a lot from that. We have listened to customers and are now planning to reopen a number of these over the coming months. So, customers can look forward to having skilled butchers and fishmongers back in store to prepare their meat and fish just the way they like it.”

The reopenings will be phased in, with a small number opening each month. Morrisons has not confirmed exactly how many of the 70 closed counters will be replaced, but Great Park in Newcastle, Herne Bay, Thornbury and Yeadon in Leeds are among the stores where counters have already been reopened.

The supermarket confirmed more reopenings would “follow soon”.