Brand new discount grocery store officially open in Niagara region

A brand new grocery store that promises up to 20 per cent savings on food and household products just opened its doors in St. Catharines. 

The city’s new no name store, located at 333 Ontario St., is one of several new stores launched or launching as part of a Loblaw pilot project. The new concept, introduced after the grocery giant (as well as other corporate grocers) received significant media and government attention following a notable uptick in food prices in the aftermath of the pandemic, works by “lowering operating costs and carrying only a targeted assortment of products.” 

“Our goal is simple – providing food and essential household items across a limited range of national brands and no name brand products at our lowest possible price,” said Per Bank, president and CEO, Loblaw, in an August news release. 

“Since food inflation took off globally, we have been laser-focused on doing what we can to keep prices lower for customers, including opening more discount food locations in more parts of the country. This new test concept allows us to pass on lower prices to our customers – it’s a completely different and simplified shopping experience.”

The no name stores, which are also in the works for Brockville and Windsor, boast shorter operating hours (10 a.m. to 7 p.m.), offer fewer products, forgo flyers and major marketing campaigns, do not offer refrigerated products such as fresh meat and dairy, reuse fixtures such as shelves and cash lanes and receive fewer weekly deliveries. 

This, the company says, helps the stores sell groceries and goods for less. 

In a statement, Melanie Singh, the president of Loblaw’s Hard Discount Division, said no name stores have a limited selection of 1,300 products, but that many of those products are top-selling pantry items.

“This is a test and learn project, and we’re planning to listen and adjust quickly. The pilot is unchartered territory and while success isn’t guaranteed, our commitment to creating value and meeting customer needs remains unwavering,” Singh said in a statement. 

Products available in the store include some frozen food items, pantry products, household necessities and shelf-stable foods such as bread, bagels, apples, bananas, peppers and carrots. 

The St. Catharines store is currently the only no name outpost in the Greater Golden Horseshoe Area.