“No Frills” Rebrands Itself As Just “No”
Toronto - The Canadian grocery chain, which touts itself as the affordable alternative for shoppers under the Loblaws umbrella, has announced a rebrand for the company by dropping the “Frills” and simply going as “No.”
Loblaws says the move was prompted by a shift in the market due to inflation, which forced the company to raise food prices in order to ensure record profits. Loblaws says the new branding will help consumers better understand what they’re in for when they walk in the doors of a No.
“We felt it was time to change the name to better reflect our customer’s shopping experience,” stated Loblaws CEO Galen Weston, “We know our shoppers are constantly asking themselves ‘Is this really the lowest possible price? Will I be able to make my car payment if I buy this chicken? Am I going to be able to get bags to carry all my groceries home in?’ And the answer to all these questions is ‘No.’”
Many shoppers are applauding the transparency with this new name. “Before when I saw a store called No Frills I expected to shop somewhere that, ya know, didn’t have frills,” 47 year old Loraine Macey says while buying a $12 bag of frozen strawberries, “At least now when I’m shopping I know that No, I can’t afford any of this.”
The company has also changed their tagline from “won’t be beat” to “could be beat” after acknowledging that shoppers almost certainly could find lower prices elsewhere.