With the launch of a new brand called “Casino #Hyper Frais”, the French distributor is turning the page on “five decades” under the Géant brand. This decision was made public via a press release published on Thursday, July 28. .
This change of sign, which will eventually concern the entire hypermarket network of the Saint-Etienne distributor, has already been tested in four hypermarkets (in Amiens (Somme), Angers (Maine-et-Loire), Nîmes (Gard) and Salon-de-Provence (Bouches-du-Rhône), in order to observe the reaction of consumers. According to a press release put online by the Casino brands on August 1, the latter were convinced by the change made: “they have demonstrated a real interest in strengthening the place of these products and an attachment to the quality of service offered in Géant Casino stores since their launch fifty years ago.”
In total, 61 stores are affected by this change, and whose identity will therefore have changed accordingly at the end of the first quarter of 2023. By the end of September 2022, 15 additional Géants Casino will have been transformed into #Hyper Fresh Casino. These are stores located in Aix-en-Provence (Bouches-du-Rhône), Albertville (Savoie), Annonay (Ardèche), Besançon (Doubs), Brest (Finistère), Clermont-Ferrand (Puy-de-Dôme ), Istres (Bouches-du-Rhône), Lons-le-Saunier (Jura), Montpellier Celleneuve (Hérault), Pessac (Gironde), Quimper (Finistère), Saint-André-de-Cubzac (Gironde), Saint-Etienne Monthieu (Loire), Saint-Michel-sur-Orge (Essonne), Toulouse Fenouillet (Haute-Garonne). The group of Jean-Charles Naouri has also indicated that the teams of the stores concerned would be maintained, in particular in order to ensure the revival of the “traditional” (food) departments.
The transformation of the “Géant Casino” brand into “Casino #Hyper Frais” follows on from the transfer of 29 hypermarkets under the Casino supermarkets banner. In April 2022, the group led by Jean-Charles Naouri had indeed decided to transfer 20 hypermarkets (9 Giants had already been converted into supermarkets in 2021) under the Casino supermarket banner. This decision was motivated by the structural loss of speed of the hyper format, observed for many years by all the distributors present in this segment. On August 1, the Casino group indicated via its website that “this evolution towards #HyperFresh 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. »
The first Géant Casino supermarket opened its doors to the public more than 50 years ago. It was on March 25, 1970 that the first store of this brand – with a surface area of 16,000 m2 – started its activities in Marseille.