Superstore refreshed

The extensive renovation of the Cranbrook Superstore is almost complete

1 of 2The Real Canadian Superstore in Cranbrook, B.C., has undergone an extensive, expensive renovation to improve its efficiency. — Marie Milner photo

2 of 2David Thomson is the manager of the Real Canadian Superstore in Cranbrook, B.C. — Marie Milner photo

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Freshness, customer service and value for your money are the foundational values of Real Canadian Superstore. Speaking of freshness, the intensive renovation of the Cranbrook Superstore is almost complete, and the store looks wonderful.

“The renovation started in June and was supposed to be done by mid-October,” said store manager David Thomson, “but I think it may be January before it’s fully complete, with new additional offerings in the new year. We’re finishing our public washrooms and then we’ll be rebuilding the deli area and doing some behind-the-scenes upgrades. The cost of the renovation has been $7 million to $10 million—it’s been a complex project.

“We’ve reduced the size of the store by about 26,000 square feet and we’re talking to a few groups about coming under our roof. Our current floor area covers about 110,000 square feet.”

The reason for the reno

The rationale behind the massive renovation was twofold: first, to make the Cranbrook store’s layout consistent with that of other Superstores; second, to align with the market trend toward a healthy life through healthy eating.

Thomson said that globally, customers are increasingly conscious of what’s going into their food—that’s why the vibrant colours of the produce department are now front and centre at Superstore, communicating a first impression of freshness and purity. Superstore’s house brand, President’s Choice, is advertising its elimination of the artificial flavours and artificial colours that may have been used in the past, thus providing a more natural product.

The flagship of Superstore’s general merchandise is its independent clothing line, Joe Fresh, which now has a more central position in the store. Thomson said that quantities of slower-selling items have been minimized and that shelf space has been reduced even for some quick turnover items—ketchup, for example, really didn’t need 60 feet of shelf space.

“If we have to stock shelves more frequently, it means that the products on the shelves are fresher,” Thomson said. “We installed fridges and freezers with doors because they use much less energy and maintain a better temperature than the open-bin style. That’s important for food safety, freshness and minimal waste. We also think that it’s an improvement esthetically.”

Almost finished

Thomson acknowledged that the renovation process has had its frustrations. He said he has appreciated the patience shown by the customers.

“The renovation didn’t go exactly as planned,” he said, “and we ended up being much more disrupted than we thought we would be. It was a huge disconnect for the customer. To try to help with this, we hired store ambassadors to help customers find the products they were looking for. All of the store colleagues have stepped up to help the customers.”

The end of the renovation project is in sight, and shopping at Superstore is already a much more pleasant experience than it was just a few weeks ago. The store’s exterior also has a fresh look, with blue, white and red as an attractive replacement for the former green, red and yellow combination.

Cranbrook’s Real Canadian Superstore supports many community charities, with a special interest in anything that involves children, health and education. It donates food products to local schools to support the school meals program; it supports President’s Choice Children’s Charities and the Cranbrook Food Bank, among other groups. It also has funds available for donations to assorted local causes. The Real Canadian Superstore chain is owned by Loblaw Companies Limited, Canada’s largest retailer.