Canadian-based Loblaw Companies Ltd. is piloted a new concept, value-based “No Name” store in three Ontario markets.
The No Name store is piloting in three markets in Ontario, beginning in September 2024: Windsor, St. Catharines, and Brockville.
“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,” said Loblaw President and CEO Per Bank in a statement. “Since food inflation took off globally, we have been laser-focused on doing what we can to keep prices lower for customers, including opening more discount food locations in more parts of the country. This new test concept allows us to pass on lower prices to our customers – it’s a completely different and simplified shopping experience.”
According to Loblaw, the stores will reduce operating costs in a number of ways, including:
- Shorter operating hours (10am-7pm)
- Smaller assortment means the store is less complicated to run
- Limited marketing and no flyers
- No refrigeration (no dairy or fresh meat products)
- Reused fixtures – shelves, cash lanes – to minimize building costs
- Fewer weekly deliveries, reducing logistic costs
In a press release, the retailer said that products within the new stores will be 20% less than the regular retail price on a comparable product at any of the four main discount grocers in that local area. The stores will also have a limited selection of 1,300 products.
Loblaw said shoppers can expect a small range of frozen food items, complemented by pantry staples, household necessities, and shelf-stable bakery and produce items including bread, bagels, apples, bananas, peppers, and carrots.