Morrisons Break Out.
In February 2011, Morrisons supermarket under the dynamic leadership of the then CEO Dalton Philips, launched a fresh attack on the market leaders Tesco and Sainsbury's with their lavish and exhausting "Break Out" Conference held in central Manchester. Lasting two and a half days the hundreds of managerial delegates from stores and distribution centres all over the UK participated in a comprehensive series of motivational speeches, briefings, workshops and entertainment. The standard was set. It was very high.