VANCOUVER — Sobeys opened its first discount grocery store in B.C. on Thursday as it works to catch up to competitors in the chase for frugal shoppers.
Sobeys operates more than 1,500 retail shops under a number of banners. Eighty-seven per cent of these are full-service stores, like Sobeys, Farm Boy or IGA locations, said Venton — only 95 shops fall under the FreshCo or other discount banner names and they’re all located in Ontario. Mission is the first of a dozen announced locations in B.C. and Manitoba. Two Winnipeg locations will open in early May, with two Richmond, B.C., ones to follow later that month.
Meanwhile, it believes it can lure shoppers away from its competitors’ through price guarantees and its ability to tailor its stores to individual communities, Venton said.
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