A new name for a new beginning. With more than 11,500 stores spread throughout the world, the Casino group holds a solid place in the retail sector. In France, it owns the eponymous supermarkets, but also brands such as Monoprix, or the Géant-Casino hypermarkets. But the brand suffers from the reputation of being more expensive than its main competitors.
Is this why the group recently took the decision to overhaul the identity of its hypermarket chain?
Casino announced in a press release that after more than five decades under the “Géant-Casino” banner, it was preparing to replace all its hypermarkets with a new brand: Casino
Stores that should be more oriented towards fresh products, with a share that must increase from 35 to 50%.
The turning point should be taken very quickly: the new hypermarkets should be operational from the end of the first quarter of 2023. “All 61 stores will switch to this new identity by the end of the first quarter of 2023, thus turning the page of five decades with the ‘Géant-Casino’ sign”, continues Casino in its press release.
“Changing the brand is a long journey. We have chosen a new brick, fresh, which continues in relation to all the actions undertaken fifteen years ago, to reduce surface area and the park”, detailed Tina Schuler , general manager of the Casino brands, with LSA.
“This bend
The change has already been tested in four hypermarkets:
By the end of September, new stores will also take the plunge and change their name:
The rest of the group’s 61 hypermarkets will switch to “Casino
The disappearance or renaming of a famous supermarket chain is not a first, far from it. The oldest among us, or the not so young, have certainly done their shopping a few decades ago at Prisunic, Continent or Mammouth. So many signs that no longer exist today, recalls Capital. Two main reasons are given: “takeover by another group” or “mismanagement”.
After the merger of Promodès and Carrefour, Shoppi stores gradually became Carrefour City or Carrefour Contact. ED, the first hard-discount brand in France, has for its part been replaced by Dia stores.