Real Canadian Superstore

Last updated
Real Canadian Superstore
Company type Subsidiary
Industry Retail
FoundedMarch 1979;45 years ago (1979-03)
ProductsBakery, beer (select locations), charcuterie, clothing, dairy, deli, frozen foods, gardening centre, gasoline (select locations), general grocery, general merchandise, liquor, meat & poultry, pharmacy, photolab, produce, seafood, snacks, wine
Parent Loblaw Companies
Slogan: (Real Canadian Superstore) Save For Real
Website realcanadiansuperstore.ca

Real Canadian Superstore is a chain of supermarkets owned by Canadian food retailing giant Loblaw Companies. Its name is often shortened to Superstore, or, less commonly, RCSS.

Contents

Originating in Western Canada in the late 1970s/early 1980s, the banner expanded into Ontario in the early 2000s as Loblaw attempts to fend off competition from department stores including U.S.-based Walmart.

Loblaw has tested alternative banners at some locations in Ontario, with some labelled as "Loblaw Superstore", and a few others as simply "Superstore"; for a time, this was reflected in the chain's marketing which used a separate logo to advertise all of these banners. The company has since reverted to marketing the entire chain as Real Canadian Superstore, although some locations might retain other signage.

Overview

Logo used from 2005 to 2017, still in use at the majority of locations. Real Canadian Superstore logo.png
Logo used from 2005 to 2017, still in use at the majority of locations.
Logo used until 2005, still used for signage in a few locations
Original Superstore in Camrose, Alberta
Original Superstore with 2 Entrances in Calgary, Alberta Rcsswest.png
Logo used until 2005, still used for signage in a few locations
Original Superstore in Camrose, Alberta Camrose Superstrore.png
Original Superstore in Camrose, Alberta
Original Superstore with 2 Entrances in Calgary, Alberta Superstore Coventry Hills, Calgary Alberta.png
Original Superstore with 2 Entrances in Calgary, Alberta
Logo previously used in advertising in Ontario; generic type for both Loblaw Superstore and Real Canadian Superstore BH SuperstoreLoblaw.jpg
Logo previously used in advertising in Ontario; generic type for both Loblaw Superstore and Real Canadian Superstore

The stores carry a variety of goods, but the vast majority of space is devoted to groceries and about a third of each store is set aside for electronics, housewares, and clothing. Items in the latter two categories are mainly from Loblaw's private labels, such as President's Choice, Life at Home, No Name, or Joe Fresh. As with many Loblaw stores, they offer corporate-branded services such as PhotoLab photo finishing and DrugStore pharmacies. Many outlets also boast a GoodLife Fitness club, drive-through pharmacies, Mobil gas bars, photo studios, community rooms, as well as walk-in medical clinics managed by Primacy Medical.

Loblaws is working to cut costs and compete effectively with this multi-format store. Each store has a similar layout, useful for both cost efficiency and shopper ease. Also, in an effort to cater to individual customer segments, Superstore buys specific products for different regions. Superstore locations now top 20,000 square metres (220,000 sq ft).

In the west, Superstores are operated by Loblaw subsidiary Westfair Foods Ltd. Ontario stores are operated as part of Loblaw's other banners, including Loblaws and Zehrs, although Superstore is considered a separate chain, and prices at one chain may not apply at the other. Loblaw is centralizing its head office operations, which includes the relocation of the General Merchandise personnel from Calgary, Alberta to Brampton, Ontario to consolidate operations.

In Alberta, where private liquor retailing is permitted, a chain of 30 Real Canadian Liquorstores operate, mostly in proximity to Real Canadian Superstore locations in the province.

Employees of Loblaws and the Real Canadian Superstore are members of the United Food and Commercial Workers (UFCW) union.

History

The first Real Canadian Superstore location opened in March 1979 in a former Loblaws location in Saskatoon, Saskatchewan under the name SuperValu. Numerous other SuperValu locations opened across Western Canada before most gradually expanded into Superstore sites; the SuperValu name is still in use in British Columbia and the Maritimes, the latter branded as Atlantic SuperValu.

The similarly named The Real Superstore was used in the United States from the 1970s up until the mid-1990s by the Loblaws-owned National Supermarkets chain until the chain was purchased by competitor Schnucks.

Superstore marks the return of Loblaw's superstore format in the Greater Toronto Area after the unsuccessful launch of the SuperCentre format in the 1980s and 1990s. In the early 21st century, Loblaw brought the Superstore banner to Ontario as a response to the introduction of large grocery sections in most Canadian Wal-Mart stores and other department stores, and as a pre-emptive strike against any plans by Wal-Mart to bring its "Supercenter" format to Canada. Originally, Ontario stores were co-branded with the local Loblaw banner (i.e., "Loblaws - The Real Canadian Superstore"), but most shortened their name to reduce confusion and allow separate weekly specials for each chain.

New Ontario locations began to open under the name Loblaw Superstore in late 2007. Since December 2008, Ontario stores have used common flyers displaying a combined "Superstore: Loblaw/Real Canadian" logo. [1] However, Loblaw has not yet said whether one banner will eventually replace the other.

Relationship with other Loblaw banners

There are no Superstore locations as such in Atlantic Canada or Quebec. However, in recent years, and particularly since 2008, Atlantic Superstore in the Maritimes and Dominion in Newfoundland and Labrador, both also owned by Loblaw, have adopted similar store formats and a similar marketing approach to RCSS. In Quebec, Maxi and Co. and some larger Provigo (previously Loblaws) locations fill the void. It is not clear whether Loblaw intends to eventually rebrand these stores to create a national "Superstore" chain.

As well, there are a handful of large-format Loblaws and Zehrs stores in Ontario – including certain locations in Markham and Kitchener – which closely replicate the selection of food and general merchandise available at Superstores. Most of these locations were built around the same time as the first Ontario Superstores, but nevertheless chose to use older brand names.

Slogans

See also

Related Research Articles

Loblaws is a Canadian supermarket chain with stores located in the province of Ontario, and in Alberta and British Columbia under the Loblaws CityMarket banner. Headquartered in Brampton, Ontario, Loblaws is a subsidiary of Loblaw Companies Limited, Canada's largest food distributor.

<span class="mw-page-title-main">Loblaw Companies</span> Canadian retail company

Loblaw Companies Limited is a Canadian retailer encompassing corporate and franchise supermarkets operating under 22 regional and market-segment banners, as well as pharmacies, banking and apparel. Loblaw operates a private label program that includes grocery and household items, clothing, baby products, pharmaceuticals, cellular phones, general merchandise and financial services. Loblaw is the largest Canadian food retailer, and its brands include President's Choice, No Name and Joe Fresh. It is controlled by George Weston Limited, a holding company controlled by the Weston family; Galen G. Weston, is the chair of the Loblaw board of directors, as well as chair of the board of directors and CEO of Canada-based holding company George Weston.

Dominion was a national chain of supermarkets in Canada, which was known as the Dominion of Canada when the chain was founded. The chain was founded in 1919 in Ontario and was later acquired by the Argus Corporation. It was later sold to The Great Atlantic & Pacific Tea Company (A&P), which restricted the chain to the Greater Toronto Area. Stores outside Ontario were converted to the A&P banner or sold to third parties. A&P's Canadian division was later acquired by Metro Inc., which rebranded the remaining Dominion stores to its namesake banner in 2008.

Atlantic Superstore is a Canadian supermarket chain. The chain operates 54 stores in the Maritimes of Nova Scotia, New Brunswick, and Prince Edward Island. It is owned by George Weston Limited through Loblaw Companies Limited, and operates under the Atlantic Wholesalers division of Loblaws.

SuperValu is a chain of franchised and associated grocery stores in Canada that currently operates in the province of British Columbia and Alberta.

SuperValu, Inc., was an American wholesaler and retailer of grocery products. The company, formerly headquartered in the Minneapolis suburb of Eden Prairie, Minnesota, had been in business since 1926. It is a wholly owned subsidiary of United Natural Foods (UNFI).

<span class="mw-page-title-main">Food Basics</span> Canadian supermarket chain

Food Basics Ltd. is a Canadian supermarket chain owned by Metro Inc. The company operates 142 stores throughout Ontario.

Dominion Stores is the primary brand name of the major-market supermarkets of Loblaw Companies Limited in the province of Newfoundland and Labrador. The Dominion brand name is used under licence from Metro Inc., which discontinued the Dominion banner in the rest of Canada in late 2008 and has no other affiliation with the Newfoundland stores.

<span class="mw-page-title-main">Steinberg's (supermarket)</span> Defunct Canadian supermarket chain

Steinberg's was a large family-owned Canadian grocery store chain that mainly operated in the province of Quebec and later Ontario. In addition to its flagship supermarket chain, the company operated several subsidiaries across the country. The company went bankrupt in 1992, three years after being sold to private interests, after 75 years in business.

Zehrmart Inc., is a Canadian supermarket chain in southern Ontario. The chain has 43 locations and is a part of Loblaw Companies Limited, which purchased the Zehrs chain in the mid-1970s.

<span class="mw-page-title-main">Lucky Stores</span> American supermarket chain

Lucky Stores is an American supermarket chain founded in San Leandro, California, in 1935. Lucky is currently operated by Albertsons in Utah and Save Mart Supermarkets in Northern California.

<span class="mw-page-title-main">No Name (brand)</span> Canadian line of generic brand grocery and household products by the Loblaw Companies

No Name is a line of generic brand grocery and household products sold by Loblaw Companies Limited, Canada's largest food retailer. No Name products are available in stores across Canada that include Loblaws, No Frills, Dominion, Real Canadian Superstore, Your Independent Grocer, Valu-mart, Zehrs, Fortinos, Provigo, Extra Foods, Super-Valu, Maxi, Atlantic Superstore, and Shoppers Drug Mart.

<span class="mw-page-title-main">Valu-mart</span> Canadian supermarket chain, a subsidiary of the Loblaw Companies

Valu-mart is a chain of supermarkets based in Ontario, Canada. It is a unit of National Grocers, itself a unit of Loblaw Companies Limited, Canada's largest food distributor.

George Weston Limited, often referred to as Weston or Weston's, is a Canadian holding company. Founded by George Weston in 1882, the company today consists of the Choice Properties real estate investment trust and Loblaw Companies Limited, Canada's largest supermarket retailer, in which it maintains a controlling interest. Retail brands include President's Choice, No Name and Joe Fresh. The former Weston Bakeries division, which owned the brands Wonder, Country Harvest, D'Italiano, Ready Bake and Gadoua, was sold off to FGF Brands in 2022. The company is controlled by the Weston family, which owns a majority share in George Weston Limited.

Extra Foods is a supermarket chain, part of Loblaw Companies Limited. There are 4 stores in Canada, mostly in Western Canada. Most Extra Foods stores are smaller than its sister chain, Real Canadian Superstore, and most locations are in smaller, rural communities. Extra Foods is similar to Ontario's Your Independent Grocer/Zehrs banners, as well as Quebec's Provigo banner.

<span class="mw-page-title-main">Ultra Food & Drug</span> Supermarket and drug store chain in Ontario, Canada

Ultra Food & Drug was a supermarket and drug store chain in Ontario, Canada from the 1980s to 2008.

Real Canadian Liquorstore is a Canadian chain of liquor stores owned by the Loblaws Inc. subsidiary of the Canadian supermarket operator Loblaw Companies.

SaveEasy was a chain of small retail grocery store franchises in the Atlantic Provinces of Newfoundland and Labrador, New Brunswick, Nova Scotia, and Prince Edward Island, owned by Loblaw Companies.

Safeway is a Canadian supermarket chain of 135 full service supermarket stores mostly operating in the western provinces in Canada. It was established in 1929 as a subsidiary of the American Safeway Inc., before being sold in 2013 to Canada's second-largest supermarket chain, Sobeys, a division of the conglomerate Empire Company. Independent since 2013 from the American company it continues to use the same Safeway name and logo as of May 2023.

References

  1. Superstore Ontario website, accessed December 8, 2008,