The history of Real Canadian Superstore Flyer, where you can buy everything under one roof, dates back to March 1979, when the first chain store under the name SuperValu was opened in Saskatoon, the most populous city of Saskatchewan. He belonged to Loblaw Companies – Canada’s largest food retail chain. Although the name SuperValue is still used regionally (among others in British Columbia), most of these stores and the largest surface facilities from other subordinate Loblaw chains – at the beginning of the 21st century a new banner: Real Canadian Superstore.
This was caused by the actions of the competing giant Wal-Mart from the USA, which attempted to monopolize the Canadian market with the help of its Supercenter format – multi-branch giants, whose range included virtually everything needed in everyday life.
For the average consumer, the war over influence zones is invisible. Technically, the dividing line into Canadian and American does not always make sense, as some chains resell stores with the name, and sometimes transfer entire operational areas to control. Emphasizing that the store is “truly Canadian” (as in the case of Real Canadian Superstore) is a marketing game focused on national sympathies and a patriotic reflex. The Canadian consumer may not be aware of whose cash he puts the money he spends while shopping, but it has a subcutaneous, positive chauvinism. I just want to buy “at home” as evidenced by the continuous boom of the classic Real Canadian Superstore Flyers.
107 stores (2007), most in Ontario, make a powerful Canadian response to the temptations of giant American hypermarkets. Some of them exceed 150,000 m². It’s more than Red Square in Moscow.
The largest is in Windsor, though it was supposed to be in a place in Toronto that aroused social opposition. It was a temple of hockey fans and the former seat of the Toronto Maple Leafs team or Maple Leafs Gardens. The lively but well-deserved arena was created in the early 1930s. She witnessed 12 Toronto victories in the Stanley Cup, where Elvis Presley and the Beatles performed. In 2004, Loblaw bought the arena to make it a giant store. The unusual idea of some to connect the ice rink to the store had a chance of success, but in the end hockey fanatics lost to the decisions of the city decision-makers. Despite this, the construction is not progressing.
In Alberta, fashion for gigantomania also appeared in liquor stores. In this province, trading in alcohol is allowed in non-government controlled stores, as long as they are not food stores. As a result, Loblaw’s branches have created 28 large Real Canadian Liquorstores, which are always located near Real Canadian Superstores. Every type of drink is offered in all abundance, and even its own product: President’s Choice beer.
The Real Canadian Superstore Flyer is not yet known in the Atlantic and Quebec provinces, but appropriate purchases and adaptations are already underway. Where the super store cannot be installed due to the small space of the premises, it will take on another “patriotic” name: Great Canadian Food Store. In the next 2 years, there will be 44 such signs in Ontario.