One of the few family-owned and run Dublin supermarkets, Morton’s of Dunville Avenue in Ranelagh, has opened a third outlet in the old vaults of the Harcourt Street railway in Park Place, Dublin 2. With a catchment area that’s largely office-based, and close to the Luas, the shop, which opens from 7.30am, operates more like a delicatessen, with a predictably heavy demand for soup, sandwiches and salads at lunchtime.
Gary Morton, grandson of Charles Morton, who founded the business in 1934, is a man with strong principles when it comes to preparing fresh food and believes that “cheap food is the wrong way forward – there has to be an attempt to keep up quality standards,” he says, adding that all their meat is sourced from Irish producers. Fresh food at Morton’s is prepared daily in-house by their chef. “Cheaper options don’t work in our experience,” he says. “We try not to compromise and stick to our principles as much as we can.”
Morton’s, Park Place, Dublin 2, tel: 01-4782758.
