Maxi and Maxi & Cie serve as Loblaw‘s discount supermarket banners.
Created in 1984, Maxi was sold 15 years later to Loblaw by Provigo, which held the banner.
In Québec, there are currently 89 Maxi supermarkets and 16 Maxi & Cie hypermarkets according to our estimates. Launched in 1996, Maxi & Cie are larger stores that offer expanded products and services.
Like any genuine discount supermarket, Maxi stores won’t feature sophisticated décors, settings or contests. Their focus is simple and straightforward: offering their customers the lowest in-store prices possible. No membership cards, no running after specials and no clipping out coupons.
Since November 2016, Maxi‘s advertising spokesperson is Quebec comedian Martin Matte, who has been long-time spokesperson for Honda.
Type of Franchise
Unlike Sobeys and Metro, Loblaw relies more on the corporate store management model rather than franchising to independent merchants. Thus, the Provigo, Maxi and Maxi & Cie are generally operated by Loblaw managers.
Banner Profile
| Names: | Maxi and Maxi & Cie |
|---|---|
| Ranking (banners): | Maxi: 19th of 63 Maxi & Cie: 44th of 63 |
| Number of stores: | 89 Maxi 16 Maxi & Cie |
| Description: | Discount Supermarket Banner |
| Franchisor: | Loblaw |
| Business Model: | Type A) Company-operated store / employee-operated |
| Website: | Maxi |
| Facebook page: | Maxi on Facebook |