Loblaw’s now has more supermarket concepts – and corresponding ‘banners’ – than you can count on one hand. And it’s getting confusing. I just realized, half way through writing a new post, that ‘No Frills’ and ‘No Name’ are NOT the same store…
Loblaw’s is soon going to need some sort of Wikipedia-like ‘diambiguation’ notice, to help keep consumers straight on which of its many different stores they’re about to enter…
Getting ridiculous…
It’s getting ridiculous.. And I’m a little resentful that even I, who claim to know about these things, can become confused when trying to sort out the members of Loblaw’s supermarket family.
And it struck me that, if I’m confused, you, dear readers, must be totally befuddled.
A store too far…
Loblaw’s announced earlier this year it would open a new sub-chain of grocery outlets under the ‘No Name’ banner. The idea was, these ‘smaller’ stores would feature a streamlined inventory showcasing the extensive No Name brand of deep-discount grocery and household products. The whole concept was meant to address the need for more-affordabe food for folks in the lower income brackets who were struggling just to put enough decent, nutritious food on their tables.
At the same time, Loblaw’s was talking about closing some under-performing stores. But rebranding others under one or another of its other store chain banners.
Yours truly finally hit a wall earlier today when she totally confused No Name and No Frills stores.
The for a refresher…
So, I thought we might all benefit from a refresher on just which Loblaw’s ‘immediate family’ stores are operating out there, and what their respective mandates are…
First, though, let it known that a number of formerly independent ‘banners’ major chains are all under Loblaw’s control, wherever they crop up. The company’s corporate ‘Food Stores’ webpage explains:
“We serve local communities with stores from coast to coast. Our family includes: Atlantic Superstore, Dominion, Loblaws, Maxi, No Frills, Provigo Le Marché, Valu-Mart, Real Canadian Superstore, Wholesale Club, Your Independent Grocer and Zehrs. Together, these stores proudly offer Canadian families convenient locations and a variety of shopping experiences.”
The phrase, ‘a variety of shopping experiences’ is something more than an understatement.
The following descriptions are excerpted from the individual banners’ ‘About Us’ web pages…
Real Canadian Superstore
The banner’s ‘About Us’ page quotes declares the stores are: “a true reflection of who we are both individually and collectively and reinforce Real Canadian Superstore as a place where foods from all cultures can be found, and all people are welcome.”
In other words, the ‘deluxe’ version of Loblaw’s, which offers the greatest variety of products and broadest selection of brands.
Price point is not a consideration that merits any sort of high-level consideration on the page.
Loblaws
“Whether you’re searching for an inspirational ingredient for a family meal or a show-stopping main course for your next dinner party, Loblaws has everything you need to bring more to your dinner table.”
Your basic ‘classic’ supermarket…
No reference to pricing, except historically, as a factor the differentiated the original Loblaw’s ‘groceterias’ from other food stores of their time.
Your Independent Grocer
“Your Independent Grocer is focused on providing customers with freshness and variety to allow all foodies the ability to delight their palettes. […] [Y}ou will be delighted with the outstanding Produce, Bakery, Deli, Meat & Seafood offerings a conventional grocer has to offer.”
I.e.- Your classic ‘neighbourhood supermarket’.
No mention of price point point.
No Frills
“While the first stores had only a few hundred items, today’s No Frills has thousands to choose from, including fresh produce, meat and the very popular President’s Choice, as well as no name line of products. But with all that has changed over the years, the No Frills concept remains the same, focusing on great meat and produce, commitment to community and trusted low prices.”
The first ‘About Us’ self-description specifically on selection and value.
No Name
“Our goal is simple – providing food and essential household items across a limited range of national brands and no name brand products at our lowest possible price,” Loblaw’s President and CEO Per Bank said in the official announcement, back in September.”
(There is apparently no separate No Name superarket chain website as of this writing…)
The price point is the WHOLE point..
Value-Mart
“Valu-Mart operates over 70 supermarkets throughout Ontario. Our stores offer the best in quality and convenience in rural communities.”
The rural community counterpart of the classic Independent Grocer store.
Convenience takes precedence over prices.
… And the above are just those banners operating in Central Canada, in predominantly English language markets, under the familiar multi-‘L’ Red and Yellow Loblaw’s logo, or a close variant of it.
My take
Feel free to print out the above ‘disambiguation’ list and stick it to your fridge door. I’m posting multiple copies, around my kitchen and office…
~ Maggie J.