Franprix may well be a local brand with a strong presence in Paris, but not all of its customers have the purchasing power that allows them to withstand rising prices without batting an eyelid.
This is now massive in supermarkets, at 14% over one year and
“40% of our park is located in popular areas”,
recalls Vincent Doumerc, boss of Franprix since October.
For all of its customers and particularly the less fortunate, the brand is working to make its offer more accessible.
For this, she is betting especially on the Leader Price brand,
“developed by and for Franprix”
more than thirty years ago, recalls the new boss.
Read alsoInflation: large retailers agree to trim their margins
The Casino group sold 545 Leader Price stores to the German Aldi in 2020. But it then made the choice to keep the brand stamped discount in its lap.
Leader Price is now the spearhead of the group's anti-inflation offer in Casino supermarkets and hypermarkets.
Some 400 of the distributor's stores offer corners…
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