Closings and declines in restaurant traffic also affect Mayrand, distributor for many independent establishments. The company, whose vast grocery stores are also open to the general public, is therefore trying to carve out a place in the sun between traditional supermarkets and discount brands.
By the admission of Pierre Lapointe, President and CEO of the Mayrand Alimentation Group, the retailer, which specializes in the sale of large formats, is still “a well-kept secret” in the food market industry. food. Although he wants his company to be better known, the big boss, during a telephone interview with La Presse, said he was aware that he will have to continue to be “patient”.
While inflation is forcing brands to reposition themselves by focusing in particular on their discount stores, Mayrand, both a distributor for restaurants and a food retailer open to the public, is also thinking about its business model. And for good reason.
La Presse reported this week that rising prices on restaurant menus were beginning to scare off some customers.
While 60% of Mayrand’s turnover is generated by sales to the HRI sector (hotels, restaurants, institutions), the current situation is affecting the company.
“It is sure that we were affected, admits Mr. Lapointe. A year and a half ago, we did not know that the prime rate would go up several times and that people would be less inclined to go to restaurants. This is a significant drop [for us]. »
“But people still eat three times a day. That’s the beauty of our business model,” he explains. Result: “We are doing a lot more direct-to-consumer sales than before. Our consumer portion is increasing and our restaurant portion is decreasing. »
Without revealing figures, Pierre Lapointe says that the number of customers coming to do their grocery shopping in its four stores in the greater Montreal area is constantly increasing.
“There is a headwind for everyone. We see that discount banners like Super C and Maxi perform very well [in a context] like this. People also come to us to find savings. We have different products and different formats. This is our position. »
But the game is not won. “Our average basket doesn’t necessarily grow as high as we would like,” he says. People are shopping more than before. They are looking for savings. They will agree to do two or even three different places. »
His strategy for attracting customers to his stores? Offering products and formats that its competitors don’t, like its various lettuce mixes sold in what it calls “pillowcases.” It is that they are packed in large format in transparent bags of rectangular shape.
He also praises the merits of his meat counter. “We have as much triple A aged 31 days as non-graded products. »
For those who predicted the death of Mayrand, particularly due to the opening of three stores… in the midst of a pandemic, Mr. Lapointe already has an answer ready.
“Is my financial situation as good as it was before the pandemic? The answer is no. Are we in danger? The answer is also no. »