LaSalle gets Canada’s first ‘ultra-discount’ No Name food store

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There’s no dairy and no fresh meat, but Loblaw’s first ‘ultra-discount’ grocery store in LaSalle hopes to lure budget-conscious consumers by trimming food prices through eliminating the shopping ‘frills.’

“We know Canadians are struggling with affordability,” said Melanie Singh, president of Loblaw’s ‘hard discount’ division. “This is one more way for us to put our best foot forward in helping them.

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“And by reducing the costs of running our store, we can transfer that directly into reducing the prices of our groceries.”

The Windsor Crossing Premium Outlet location, offering many product labels under the well-known yellow No Name brand, is the first in Canada. Two more stores will open in Ontario, in St. Catharines and Brockville, later this fall.

Loblaw has reduced store costs by targeting savings in the concept stores’ operating costs and simplifying the outlets, according to Singh.

Consumers will notice shorter operating hours (10 a.m. to 7 p.m.); a reduced product selection; no flyers; no dairy or fresh meat products; and reused fixtures, such as shelves and cash lanes.

The stores will carry frozen food items, pantry staples, household items and shelf-stable bakery and produce items including bread, bagels, apples, bananas, peppers and carrots.

“We are super-excited to try this,” Singh said. “I think our customers will inform our decision moving forward about how well this concept works.

“Regular grocery stores carry about 20,000 items and this store has 1,300 items. More than 80 per cent of the items are between 10 and 20 per cent off.

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On Thursday, shoppers, including Windsor resident Pauline Torti, were particularly “impressed” with the new store.

“The store is very clean, which is nice,” Torti told the Star. “They’ve got some good buys, like their fruits and vegetables.

“I’m picking up some items here that I thought I would have had to get elsewhere … and they’re cheaper.”

Singh said Loblaw will test the concept for about six months before deciding whether to expand it or close the three pilot stores in LaSalle, St. Catharines, and Brockville.

“We’re blown away by the excitement we’ve seen so far,” Singh said. “From what we’ve heard from customers today (Thursday), is that they’re appreciative and happy that we’re here.”

Singh said the Windsor area’s affordable rents and available space was a perfect opportunity for the company to open its first No Name store.

mholmeshill@postmedia.com

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