Loblaw to Launch No Name Discount Banner
Loblaw Companies is piloting a discount grocery banner under its No Name brand.
The Canadian retailer plans to open three stores in Ontario — Windsor, St. Catharines and Brockville — in September.
The No Name stores will carry a limited assortment of approximately 1,300 products, Loblaw said, making them easier to manage.
The banner will have no refrigeration, so no dairy or fresh meat will be sold, but stores will sell a small range of frozen food items, pantry staples and household necessities. Some shelf-stable bakery and produce items — including bread, bagels, bananas, apples and carrots — will also be available.
Shoppers can expect to save up to 20%, the company said.
To drive down operating costs, Loblaw said the No Name stores will:
- Receive fewer weekly deliveries.
- Have no flyers and limited marketing.
- Have shorter operating hours (10 a.m. to 7 p.m.).
- Have reused fixtures, including shelves and cash lanes, to reduce building costs.
"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," Per Bank, president and CEO of Loblaw, said in the release. "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."
"This is a test and learn project, and we're planning to listen and adjust quickly," Melanie Singh, president, Loblaw's Hard Discount Division, said in a statement. "The pilot is unchartered territory and while success isn't guaranteed, our commitment to creating value and meeting customer needs remains unwavering."