Provigo unveils its action plan and announces the launch of the new Provigo™ Le Marché banner in Québec

MONTREAL, June 4, 2013 /CNW Telbec/ - Provigo, a member of the Loblaw Group (TSX: L), unveiled earlier today the details of its action plan for Québec during an address before the Board of Trade of Metropolitan Montréal by Pierre Dandoy, Senior Vice President, Operations, Provigo and Loblaws Québec.

Mr. Dandoy presented the Company's new supermarket concept to be rolled out in Québec this summer beginning with its Kirkland store (Montréal) on July 17 and new Sherbrooke store on July 19. In addition to an enhanced assortment of fresh products, a new, fast-paced check-out service, and a broader selection of Québec and regional products, these new stores will offer several innovative products, such as in-store aged beef, on-site baked bagels, a juice bar and a spectacular cheese wall. Their sleek design and unique ambiance will also help create a totally new shopping experience for customers.

A total of seven stores, including six existing LoblawsTM stores and the new construction in Sherbrooke, will be part of the initial launch phase, to be rolled out by the end of 2013. These stores will all operate under the new Provigo Le Marché banner. "Combining the attributes of a public market when it comes to shopping experience and freshness with the convenience, personnalized service and variety of a traditional supermarket, the new Provigo Le Marché stores will provide a unique experience in Québec that will meet the taste and expectations of consumers who are passionate about great food," said Mr. Dandoy.

The Provigo Le Marché banner will join the current network of 77 Provigo stores located across Québec. These Provigo stores will continue to set themselves apart thanks to their positioning based on proximity, personalized service, variety and quality. They will gradually adopt a new brand image to be reviewed as part of the new Provigo Le Marché rollout in Québec.

The other key elements of Provigo's action plan in Québec discussed by Mr. Dandoy include new promotional and merchandising strategies, the recently appointed new Québec based management team, the conversion of a growing number of Provigo stores into franchises, and the Company's revised sponsorship program, thanks to which Provigo returned as official sponsor of the Montréal Canadiens last winter.

During his presentation before the Board of Trade, Mr. Dandoy also pointed out that Provigo, a member of the Loblaw Group, employs nearly 30,000 people in Québec through its almost 400 corporate, franchised and affiliated stores across eleven banners, making it the third largest employer in the province. Every week, its stores serve more than four million Quebeckers.

About Provigo, a member of the Loblaw Group
Provigo is a member of the Loblaw Group, one of the largest private sector employers in Quebec and Canada's largest food retailer. Together with its related and affiliated companies, the Loblaw Group employs nearly 30,000 people in Québec through its almost 400 corporate, franchised and affiliated stores, operating mostly under the Provigo®, Maxi®, Maxi & Cie®, Loblaws®, Club Entrepôt® Provigo and Les Entrepôts Presto® banners. The Loblaw Group also offers Canada's largest control label program, including the President's Choice®, no name® and Joe Fresh® brands. In addition, the company makes available to consumers President's Choice Financial® Services and offers the PC® points loyalty program.

Image with caption: "Mr. Pierre Dandoy, Senior Vice President, Operations, Provigo and Loblaws Québec, unveils the new Provigo Le Marché banner at the Board of Trade of Metropolitan Montréal (CNW Group/Loblaw Companies Limited)". Image available at: http://photos.newswire.ca/images/download/20130604_C5017_PHOTO_EN_27498.jpg

Image with caption: "Provigo Le Marché, new banner store in Québec (CNW Group/Loblaw Companies Limited)". Image available at: http://photos.newswire.ca/images/download/20130604_C5017_PHOTO_EN_27496.jpg

SOURCE: Loblaw Companies Limited

For further information:

Hugues Mousseau
Senior Director, Corporate Affairs and Communication
Provigo, a member of the Loblaw Group
514 383-8800, ext. 6142 | pr@loblaw.ca


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