Dominion Stores (Newfoundland and Labrador)
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In Newfoundland, Dominion is the primary brand name of the major-market supermarkets of Loblaw Companies Limited, Canada's largest food retailer, which uses that brand name under licence. Founded as a division of local department store chain Ayre and Sons, it was acquired by Dominion Stores Ltd. in 1963, and subsequently sold again and merged with two smaller chains under local ownership, with the new parent company renamed Amalco Foods in 1987; the chain's brand name remained "Dominion". There are 10 stores under this banner.
Loblaw acquired the Dominion chain in Newfoundland in 1995. In all respects other than name, the majority of these stores operate with the same appearance and format as the company's flagship Loblaws and Atlantic Superstore supermarkets, and its newest St. John's area locations are similar in format to the Loblaw-owned Real Canadian Superstore. Since 2002, these locations have in fact been operated as part of the Atlantic Superstore unit, with nearly identical advertising campaigns, including using the "Eat well. Spend less." Atlantic Superstore marketing slogan. Nonetheless, Loblaw has not indicated any plans to discontinue its use of the Dominion banner.
The logo used for Dominion stores is the Loblaws logo, rotated to look like a D instead of an L.
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