No Frills (currently styled NOFRILLS and formerly styled nofrills) is a Canadian chain of discount supermarkets, owned by Loblaw Companies Limited, a subsidiary of George Weston Limited. There are over 200 franchise stores located in nine Canadian provinces. The first No Frills store was a converted Loblaws outlet slated for closure. The store opened on July 5, 1978, in East York, Toronto. While it offered a very limited range of goods and basic customer service, the store promoted discount prices. The opening of the prototype outlet coincided with a period of rising inflation rates and consumer complaints regarding the high price of food. Similar limited variety supermarkets had been in operation in Europe for a number of years, and had captured significant market share in several countries. More information...
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