Quote:
Originally Posted by SpongeG
too many in the west would not want to see the safeway brand gone, i think sobeys will keep the brand around
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I doubt very much if Sobey's will keep the Safeway brand around, it's a US company and that would likely involve complex licensing agreements on everything from branding to store image. Sobey's has many banners and will likely re-brand the single-branded Safeways into a variety of formats and brands from Sobey's to Thrifty's to Freshco, much the way Loblaws does with Superstore, No-Frills, Loblaws and Independent here in metro Vancouver.
Sobey's will likely use this purchase to build brand-awareness quickly at the expense of the Safeway brand.
Gone are the days of just a couple of brands in the west and consumers seem to have little problem adopting new brands and banners in recent years. I think many urban shoppers see Safeway as one of the least innovative brands around with many stores in desperate need of renovations and updates.