Innisfail’s Extra Foods grocery store is being rebranded into a No Frills outlet.
Although no exact date has been set for the official rebranding the change will occur in mid-August.
Both grocery store chains are owned by Loblaw Companies Limited, the largest food retailer in Canada.
Craig Ware, the company’s director of corporate affairs for western Canada, termed the corporate move in Innisfail a “conversion”, adding store customers will see a reduction in the selection of products while still being offered the chain’s heavily marketed deep discount prices.
“You are still going to get fresh meat and the best produce but things (non-food products) will be streamlined,” said Ware. “Obviously you are not going to be getting frills.
“We will be solely food focused while ensuring trusted low prices,” he said, adding there will be less emphasis on general merchandise selection at the new No Frills outlet. “We think it is a great move for Innisfail. Prices will be low, very low.”
When the conversion is official the new No Frills outlet will still operate the existing gas bar, said Ware.
Loblaws first opened its Innisfail’s Extra Foods outlet in May 1997. The company operates 78 stores in Western Canada. Most outlets are smaller than its sister chain, The Real Canadian Superstore. Many of the locations are in smaller rural communities.
Loblaws launched its No Frills brand in Ontario in 1978, promoting it as a food retail store with deep discount prices. The move was successful and by 2010 the company had almost 160 outlets in Ontario.
In 2007, Loblaws began expanding No Frills beyond Ontario into western Canada. The franchise currently has 26 stores throughout Alberta, British Columbia and Saskatchewan.
Ware said the company has made other Extra Foods to No Frills conversions in Alberta, including outlets in Olds, Wetaskiwin and Slave Lake.
“When we opened No Frills in other locations people were focused on low prices,” said Ware. “It is a proven model emphasizing incredible price value. The communities have really embraced them.
“We have a slogan, ‘Won’t be Beat’, and that you can shop in confidence at No Frills that you are getting great prices.”
Meanwhile, the new No Frills outlet will retain Extra Foods store manager Kevin Meyer. As store manager for the new No Frills outlet he will also be the franchise owner.
