Maxi is a discount groceryretailer based in Quebec, Canada. Founded in 1984 by Provigo, it is a division of Loblaw Companies[3] and the largest of Loblaws' Quebec supermarket chains. Maxi is the Quebec equivalent of No Frills, a chain of franchised discount grocery stores outside Quebec, except that Maxi stores are owned by the company. Over 7,000 people are employed at the Maxi and Maxi & Cie stores across Quebec.
History
Maxi's second logo from about 1994 to 2001
The first Maxi store opened November 19, 1984 in a former Kmart location in Longueuil.[4] At 60,000-square-feet, this store was three times the size of conventional supermarkets.[5] Maxi was intended to be a larger spinoff version of Provigo's Héritage supermarket chain.[4]
By 1987, Maxi had grown to a chain of six locations and three of these stores included a day-care centre for parents to leave their children for up to 90 minutes while shopping.[6] Throughout the 1980s and early 90s, Maxi used a cartoonish elephant as its mascot.[6][7]
When Steinberg became defunct in 1992, many of its locations were converted into Maxi stores.[8] In 1993, several Provigo stores (especially the larger ones) were rebranded as Maxi locations. Maxi absorbed the Héritage chain in 1995 to reach a total of 67 locations.[9]
Maxi became a division of Loblaws following the latter's acquisition of Provigo in 1999.[10] Maxi used to have stores in Ontario beginning in 1997,[11] but they were eventually closed or converted to other Loblaws banners (such as Fortinos) in 1999.[12]
There were 90 Maxi stores and 23 Maxi & Cie in 2017 within the province of Quebec.
Maxi & Cie
Maxi & Cie logo
The chain's Maxi & Cie/Maxi & Co. locations are larger and carry a wider variety of general merchandise.[13] The first Maxi & Cie opened on September 25, 1996 on Jean-Talon street in Saint-Léonard, Quebec and is still in operation.[14][15] Some Maxi & Cie outlets are themselves former Maxi stores that were converted because of their larger size. This includes the original store in Longueuil.[16][17]
Like with Maxi, Maxi & Co. used to have stores in Ontario, but Maxi & Co. withdrew from Ontario in 1999 after the Loblaws purchase of the chain.[12] The 1999 movie Pushing Tin had a scene at one of the Maxi & Co. stores in Ontario.
^ ab"Provigo to shut six Ontario supermarkets: Montreal firm's Maxi banner retreats from province on consolidation". The Globe and Mail. Toronto. June 12, 1999. p. B11.
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