MONTREAL – Loblaw Companies Ltd. is rebranding some of its stores in Quebec as part of a new strategy for the province that will include faster checkouts and well-aged beef.
The Brampton, Ont.-based grocer confirmed Tuesday that it will change the name of six renovated Loblaw supermarket locations to a new banner called Provigo Le Marché this year. A seventh recently-build store in Sherbrooke will also carry the name.
The move marks a shift by the company away from the Loblaw name in Quebec, where efforts to build shopper loyalty and growth for the brand over 15 years appears to have stalled. Two analysts questioned privately said they expect the grocer to rename all the Loblaw-branded stores in the province over time.
“We need to evolve,” said Pierre Dandoy, senior vice-president of operations for Provigo and Loblaws Quebec. “The Provigo brand has deep roots with Quebecers and that’s why we’re using it in our new inspiration stores.”
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