It’s a page that turns, according to the established formula: following five decades of existence, the “Géant Casino” brand is regarding to bow out. According to the Casino group, the 61 hypermarkets will indeed become “Casino #Hyper Fresh” by the end of the first quarter of 2023.
A change of name but also, and above all, a change of identity: still according to the group “the place of fresh products in these stores will be reinforced, going from 35 to 50%” and regional products will be “more numerous, to better correspond to the regions in which each of the stores is located. »
More fresh produce and local products
In Besançon, the transformation of the Châteaufarine hypermarket should take place very quickly. The change of sign is announced in a month, during the week of September 19 – in total regarding fifteen hypermarkets should be concerned on this date, including that of Lons-le-Saunier in the Jura.
“This evolution towards #HyperFresh, specifies the Casino group, is the culmination of twenty years of transformation of our hypermarket model and corresponds to the changes made by consumers, with in particular a stronger desire to consume more local and more fresh products “. In short, more fruit and vegetables, but also, obviously, “home-made”, frozen foods and redesigned fishmonger and butcher stalls.
A new strategy for a group which, it seems, is raising its head following a complicated period (and a debt that has increased). Casino indeed announced a month ago that “all” of its brands grew during the second quarter in France, with a turnover of more than 3.4%.
