Metro Inc has unveiled plans to invest C$200m (US$190.8m) in unifying its various food store banners under the Metro name.
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Metro currently operates five food store banners in Ontario and this, the retailer said, is causing confusion amongst consumers.
Starting in September, Metro will convert all current Dominion, A&P, Loeb, The Barn and Ultra banners to the Metro name. The only banner not included in the change is Food Basics, which competes in the discount food segment.
The move will create the province’s largest grocery banner, the company said.
“The decision to rebrand under the Metro name is part of a long-term strategy to capitalise on operational and marketing efficiencies by uniting the individual strengths of our existing banners in Ontario and sharing best practices with our Quebec and Ontario stores,” said Eric La Flèche, president and CEO of Metro.
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By GlobalDataMetro said that it would also remodel its stores and upgrade its food offering.
