No Frills is one of the lowest-cost supermarkets in Canada. They operate in nine provinces, with over 250 stores across the country. Their slogan is "Won't Be Beat," which highlights the deep discounts they offer to customers.
No Frills opened its doors in 1978, in an old Loblaws store, who is still the parent company behind No Frills. The vision behind the store was to offer discounted food, made possible by the "no frills" approach to the store - no advertising, no store display, minimal staff, and mostly no name brand products. This unique model appealed to Canadians, and the business grew and expanded. In 1987, Loblaws decided to launch a franchise operations, and so today each location is named after the franchise owner, for example Nadim's No Frills in Oshawa, Ontario.
The whole business model of No Frills is build on offering low prices to customers, so day-to-day shopping is very affordable. Despite this, there is still weekly deals in the in-store and online flyer to save even more. As a subsidiary of Loblaws, you can also collect points with the PC Optimum card.
No Frills continues its innovative business model through its advertising campaign of "Haul Hard" and "Haulers." The main message of their advertising is that people should be proud of being frugal and shopping at low prices. It's clever, catchy and current - a very different approach from traditional grocery store advertising.
Deep discounts are possible because of the "no frills" approach and the commitment to brands like President's Choice (Loblaws signature brand) and No Name products. These brands offer basic products without the flashy labels. It also reduces choice for customers, so they can just focus on getting their shopping done.