Loblaw testing out small-format No Frills grocery stores across Canada

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Loblaw testing out small-format No Frills grocery stores across Canada
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The company has a handful of smaller discount stores already, but plans to ‘lean in’ to the strategy as a way of reaching more customers, said Melanie Singh, who leads Loblaw’s discount division

is testing smaller-format discount stores across the country this year as shoppers increasingly look for ways to save on their grocery bill.

The location used to be a City Market, another banner owned by Loblaw. Four weeks ago, the company closed it down, said Singh, converting it to the No Frills store, which is owned by a franchisee who lives in the area. This move comes as shoppers have been increasingly gravitating toward discount stores and private-label brands to try and mitigate the effects of food inflation. Earnings reports from the major Canadian grocers have shown discount store traffic has been a major driver of sales growth amid this shift.

“I think that these type of discount grocers are important, and they’re going to grow, and they’re going to be popular not just now but in the future because of that, because these are permanent changes to the economics of living in big cities in Canada.” She noted that recently the company removed “multi-buy” promotions in all No Frills stores after feedback from customers, who said they couldn’t always afford to buy multiples of an item in order to get a better price per unit.

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