“Why do more Canadians shop at Dominion than at any other store?
Why, it’s mainly because of the meat.”
If you recall that famous advertising jingle, you know how far back the name “Dominion” goes as a GTA grocery store chain. It was founded in 1927 and has sported the name for decades, working its way into the collective consciousness of radio listeners and shoppers everywhere.
But that era is about to end for good and the name is going to disappear from the city this fall, as the new owner rebrands the iconic chain. Metro, a grocery giant well known in Quebec is hardly a household name in this province. But starting in September, it may well become one.
The company has confirmed it plans to change the name of all the Dominion and A&P stores it owns to “Metro.”
“We think that in Ontario we will be stronger with one banner than with five,” CEO Eric La Fleche said.
“They want to buy from people they know and trust. They want to buy good product and they want fair price. That’s what we’re all about and this move is about making that even better.”
The conversion begins here next month and will gradually work its way through its other Ontario stores, including The Barn and Ultra, over the next 15 months. Some 376 stores will eventually sport the new moniker, with only “Food Basics” remaining.
And what’s in a name? How about a big price tag. It will cost some $200 million to make the shift, although the change is likely to ultimately save the company money in the long run.
Branding has become the watch word for big business in the modern era, and one name is easier to market and impress on the minds of consumers than a host of diverse companies all under the aegis of the same owner.
Dominion (or Metro) is locked in a fierce competitive battle with other entities like Loblaws and Sobeys for your dollar. All of them have been hit hard by the decision of Wal-Mart, the largest retailer in the world, to enter the grocery business.