The Canadian National Newspaper: Ontario Supermarket Wars: Loblaws and Sobeys beats Metro hands down

When Metro decided to destroy the Dominion Supermarket name in Ontario, one might have expected something really wonderful. Metro Inc. executives apparently seek to use its own corporate name to supposedly pursue aggressive competition against Loblaws and Sobeys in Ontario, and across Canada. Hearing that, if I were a Loblaws or Sobeys shareholder, or an employee, I might have feared that my job would be in jeopardy after such lofty talk. However, if I then decided to finally check out one of these re-branded Metro supermarkets in Toronto, my fears would probably have completely evaporated. Indeed, the last time that I saw an Ontario supermarket so dilapidated was back in the 80’s. Think for a few seconds. Do you remember that “Taj Mahal” supermarket chain in Toronto called Food City? Y’know, that chain owned by Oshawa Foods, that was usually accompanied by floors that were not the most spotless in the world?

Aside from the notoriously seedy Food City, back in the 1980’s, Dominion had still been independently owned. I remember going into Dominion when it was in Thornhill Square. Dominion back then was a little more pricey than Loblaws, but its food was of impeccable quality. Its Baker’s Oven Apple Pie, for example, and other baked goods, were light years ahead of the competition. I still have not been able to find a better Apple Pie, or ‘Cinnamon Twist‘. Its meats and other products also showed the kind of quality that one might expect of a grocer that was founded 1919 in Ontario, and spreading out to become a national supermarket.

Dominion might have likely continued its success if the mercenary Conrad Black did not get a hold of it during the 1980‘s. Conrad Black sought to acquire Dominion for its grossly undervalued land, and then quickly turned around to sell it off to the U.S. based A & P supermarket chain, that is definitely not one of America’s nicest places to shop.

When Conrad Black did what he did, he acted as other Canadian sell- outs, who have also sought to sell-out vaunted Canadian institutions. A & P did run Dominion’s quality down, but I give them credit for respecting the Dominion name and tradition in Canada. Dominion was originally founded by Canadians who had sought to emulate the success that A & P had enjoyed in its early development as an American supermarket chain. Through its revitalized “Fresh Obsessed” campaign, A & P would re-bound Dominion Supermarket as a commercially successful chain, albeit, scaled down to being a southern Ontario, rather than a national supermarket chain.

Metro Inc. bought out A & P Canada, including Dominion Supermarkets in southern Ontario, and Loeb in other parts of Ontario, along with the discount grocery chain Food Basics. Metro’s Inc response to this acquisition has been to destroy Dominion from Canada’s supermarket landscape, in favour of Metro, that dominates in Quebec. It is perhaps ironic that the U.S. owned A & P had been wise enough to recognize that Dominion was a better quality supermarket chain; and that would maintain its name; but that would be gutted by a Quebec-based “lower-end” Canadian retailer.

Taking a trip to Toronto, having grown up with Dominion, I was very curious about what they had done to this former Canadian supermarket icon. Perhaps “Metro” would truly represent “progress”, and would put Ontario supermarket giants Loblaws and Sobeys to shame... oh the possibilities.

Waking along Bloor St. West in Toronto, from the Bathurst Street TTC Subway, on my way to going to the new Metro near Spadina Ave. I came across unexpectedly “Sobeys Express”. I had been familiar with Sobeys, but not “Sobeys Express”. Apparently, this is a smaller scale Sobeys, that has now been built in downtown Toronto areas.

Its signage was a rather dainty “Sobeys Express”. When I entered, I was greeted with the wonderful smell of fresh cheeses, spices, obviously fresh naan bread, and very fresh fruits. The place was bright, and very inviting. I saw that lemons were 59 cents each. Cheaper is available at other places; but the price was not too pricey, for the rent one might expect at a prime location like 503 Bloor Street West. The staff seemed to be friendly and energized. That is perhaps understandable. It does not look like a place that someone who works at a grocer, would dread. The store was very bright, and was immaculate, in the former “Dominion tradition”.

Well, I did not decide to buy a lemon at the Sobeys because I just stumbled upon it, on my way to my targeted destination of the new Metro on Bloor Street West and Spadina Ave. I used to shop at this former 425 Bloor Street West location of Dominion, along with many other University of Toronto students, Annex residents, and other Torontonians. This former Dominion, like other Dominions, had become used by Torontonians, not only for familiar comforting shopping from generation to generation, but as a well-embraced Canadian urban landmark, used by locals to aid giving direction to each other and to visiting tourists. Like, “do you know where I can find somewhere to do photocopies?”, with the reply. “Oh, there’s a Kinko’s less than a block away from the Dominion.” I had read on a CBC blog that “that corner will just never look the same without that Dominion there.”

When I continued on my way along Bloor Street West, from the pleasant surprise I had encountered as far as the “Sobeys Express”, I could hardly believe what they had done to “our Dominion”. I stood there for a minute to “admire” Metro’s truly ghastly and giant orange signs on two sides of the former Dominion building. The elegant former off-white exterior of that building had been replaced by a putrid beigy, browny/orangey zebra patterned exterior, that that made Honest Ed’s exterior at Bathurst and Bloor Street West, not that bad after all; and maybe even a little “artsy”.

But then I thought to myself, “don’t be superficial”, and “judge a book by its cover.” This “new Metro” is probably fabulous from inside... then I walked though the door.. and “damn! What’s that smell”. Do you know the musty smell of cleaning fluid, just over.. never mind. When I entered the Sobeys down the street, the fruit and vegetables were so fresh I could smell them in a half a second I had walked through the door.

After I saw the “interesting” sweating apples in bags not far from the new Metro’s main entrance, I figured that trying to keep up with A & P’s “Fresh Obsessed” motto for Dominion might have been too stressful for Metro. Maybe that is why Metro was in such in a hurry to get rid of the Dominion name. Perhaps, Dominion was just too “Fresh Obsessed”. No bid deal; freshness can be overrated, if Metro offers “convenience”, right?

Then, there was the Metro’s new Deli. “Mmmm Mmmm good”. By the way, did I tell you that I was a fan of Ramsey’s Kitchen Nightmares? Then there was a Metro employee running fast with a cake in her hand with one slice out shrieking, “eewwww.. that’s...”, well.. hmmm.. never mind that story. Overall, that new Metro did not seem to either be the tidiest supermarket that I have been in. But it did make me reminisce about the messy piles of merchandise that I expected to see when visiting Honest Ed’s.

Needless to say, the employees at that Metro did not seem to be as energized as the employees at the Sobeys Express; and other supermarkets that I shop at a regular basis. In my view, that supposedly remodelled store, overall, does not seem to compete with the shopping experience offered by Loblaws and Sobeys, that are in the Ontario tradition of excellence in grocery retail.

The lemon at the Metro was 69 cents instead of the 59 cents at the Sobeys Express. Needless to say, I decided to further hold-off with my lemon purchase, so that I could prepare some freshly squeezed lemonade.

I did not want to “judge” Metro based on that one store, and then decided to make an effort to check out other Metros, including the new College Park Metro, that had been a Dominion at which I used to love shopping. I was further saddened at how such an illustrious supermarket chain like Dominion could be replaced by some Canada Safeway or Food City wannabee chain. I was hungry at the time. So, I walked over from the front entranceway and decided to check out the Pizza, and... hmmm. and then I thought, maybe, I will just buy some McCain’s frozen Pizza at the Loblaws owned Valu Mart in the Manulife Centre, that is right beside a couple of pastry places that I like at the concourse level. These include a Holt Renfrew cafe, that has an amazing but pricey apricot pastry and apple crumble pie.

The U.S. based Canada Safeway tried to break into the Ontario market from western Canada, also back in the 1980’s, by trying to operate less than quality stores in very accessible locations. But Safeway found out that Ontario shoppers like their own chains, and expect a qualitative shopping experience, high quality products, at competitive prices. Safeway, that had operated its flagship store north of Steeles Ave on Yonge shut down, after trying out its cynical approaches on Ontario shoppers.

Ontario shoppers chased out Canada Safeway, bankrupted Food City, and sent Maxi Plus packing -- the last Quebec shopping retailer that tried to break into the “Toronto market”. And, don’t get me started on Metro’s replacement of Dominion’s “Master’s Choice” and A & P’s former “Equality Brand”. Having been a loyal buyer of some Master’s Choice and Equality brand products, I found Metro’s “new Irresistible” corporate brand consolidation, quite resistible, including their Ginger Ale. Suffice to say, I will explore what Loblaws President’s Choice and Sobey’s Complements have to offer. Canadian retail giants like Weston owned Loblaws through President’s Choice, and Sobeys, pride themselves on quality. However, it is notable that other retailers have sought to maximize corporate profit by offering the “illusion of quality“, supported by clever marketing tactics.

Metro’s “Irresistible” brand Ginger Ale reminds me of those old Molsons Canadian commercials, before that also vaunted Canadian brewer was taken over by U.S.-based Coors. Do you remember the commercial of a guy floating in a boat on lake Ontario in front of the Toronto skyline sneering at American beer: “If I wanted water, I would have asked for it.”

I now treat my remainder Master Choice Ginger Ale somewhat like a certain vintage of wine, that you only open on special occasions. I would also prefer a nice cold glass of water though, to that other interesting “ginger ale”.

When I visited the relatively new Loblaws at North York Centre in Toronto, like Sobeys, I saw an effort to build on the respective supermarket traditions of Loblaws, that was founded in the same pre World War II era of the former Dominion chain, and Sobeys. This Loblaws store, like other Loblaws and Sobeys stores that I have seen, was bright, immaculately clean, with fresh looking foods, having an overall warn friendly atmosphere. I would try various ready-made food at this location, without hesitation.

When I talked to Torontonians about their perception of the rebranding of Dominion into Metro, I witnessed facial expressions turning into “frownish” expressions of being “unimpressed” to put it mildly. “Oh”, one lady exclaimed, “That new ‘American’ supermarket”.

Metro is indeed Canadian, but as a Quebec-based chain, it is apparent that their standards are set by some of the apparent not-so-high chains, like Pathmark, in New Jersey, that are scattered across the American supermarket landscape. Canadians who have gone across the border, have become familiar with the broad common denominator of American supermarkets.

The Torontonians who seem to have the broad impression that Metro was American-based, must have therefore gathered that assumed Amercian association, from visiting supermarkets south of the border, that seem to be far below the standards set at least in Ontario, as far as Canada.

Metro might be thinking that Ontario shoppers will “flock” to Metro, just like Quebec shoppers in an apparently less competitive grocery marketplace. But, Metro executives in their ambitious plans to “take over Canada”, might have miscalculated. Perhaps Metro stakeholders, including new Metro employees in Ontario should be more concerned about their own future financial solvency, than stakeholders including the employees at Loblaws and Sobeys? This is especially true in the prevailing are of “market uncertainty”.

It is apparent that the desire of Metro executives to destroy the Dominion name, and also eventually, the Loeb name in other parts of Ontario by 2009, can be compared to the logic of someone buying a Mercedes Benz, and then seeking to re-make that famed luxury car in a “prized possession” of one of those Hyundais. Well, maybe a Russian Lada instead of a Hyundai, yeh.

When I first heard in August 2008, that Metro Inc. wanted to “rebrand” Dominion stores all into “Metros”, I was taken aback. Having a background in Business Administration, I thought, this must be one of the most regressive and egomaniac decision, that I have ever heard in Canadian retail history. Wouldn’t it make more sense to simply rebrand Metro owned stores all into “Dominions” across Ontario that had become familiar to generations of Canadians, while keeping the Metro name in Quebec? After all, trying to build a corporate identity relative to the well established corporate identity market-related awareness of Loblaws and Sobeys would be very risky, in light of the previous failures of Maxi Plus, Canada Safeway, and others like Food City, Miracle Mart, and Steinberg’s.

Having visited Metro stores, and speaking with other Canadians, it is arguable that Metro was not worthy of keeping the Dominion name. If you agree with this Supermarket review, miss Dominion, or think that your Metro experience has been fabulous, please feel free to make an Op Ed submission to The Canadian. What are your experiences, obervations and views of Metros “rebranding” of Dominion? If we publish your Op Ed submission, you will be eligible to receive a complimentary book as a gift.

Become a Member:

Would you like to see other similar articles and critical commentaries in The Canadian National Newspaper? Then, show your support. Make a member-pledge donation, in support of the Membership Drive of the Pro-Democracy Media Foundation.

The Canadian can only continue to publish investigative articles in such areas, with the donations from members of the public in Canada, the U.S., and abroad. Consider making a donation of $50.00, $75.00, $100.00, $200.00 or more. Donors are eligible to receive our first collector's print edition in mail. Alternatively, you can send us a note to be placed on our special email list of members. Member-donors can also suggest articles or commentaries to be published in The Canadian.

The Canadian is a socially progressive and not-for-profit national newspaper, with an international readership. We provide an alternative to the for-profit commercial focused media, which often censors vital information and perspective of potential interest to the diverse Canadian public, and other peoples internationally.

Server Error in '/' Application.

The resource cannot be found.