Canada s Favorite Supermarkets Powered By:

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1 Canada s Favorite Supermarkets 2015 Powered By:

2 Executive Summary Field Agent Canada conducted a mobile survey about the grocery shopping habits of Canadians from coast to coast between September 15 and September 23, We wanted to find out which retailers are. The survey engaged 974 Canadians and looked at overall perceptions on both a National and Regional basis given that the grocery landscape is so unique from one region of the country to the other. When we asked respondents to provide an overall score for the two retailers that they shop at most for groceries; the retailer with the highest score is Farm Boy, an independent grocery chain based in Ottawa with 19 stores across Ontario says Jeff Doucette, General Manager of Field Agent Canada. This is an up and coming retailer that is definitely one to watch! Rounding out the Top 5 scores were Longo s (Ontario), Loblaws (Ontario / Quebec), Save on Foods (BC / Alberta) and Your Independent Grocer (National excl. Quebec). Three of the five are independent chains, while Your Independent Grocer is a franchise chain from Loblaw which also counts its namesake banner in the Top 5. It is interesting to note that all retailers in the Top 5 are full-service supermarkets and all of the banners have been growing their number of stores in the past couple of years. noted Doucette. These are the operators that other supermarket executives should have their eye on. The average grade for the overall score of all retailers is only a B - it is clear that Canadians want their supermarkets to do more and be better. Beyond finding Canada s Favorite Supermarkets the study also investigates the performance of key areas of the store such as Produce, Meat and Seafood and takes a look at various elements of the shopping experience including customer service, store cleanliness and checkout speeds. Each retailer has specific strengths and weaknesses and this data will be interesting both to industry executives and the average Canadian grocery shopper. stated Doucette. We are excited to have completed the most thorough study into Canadian perceptions about Supermarkets in recently memory. In addition to National results, the full study highlights the best performing grocers in each category for six regions across Canada (BC/North, Alberta, Manitoba/Saskatchewan, Ontario, Quebec & Atlantic). Contact Us: Jeff Doucette, General Manager, Field Agent Canada jeff.doucette@fieldagentcanada.com

3 Mobile Research Field Agent is a Mobile Research company that is changing the way the world collects business information and insights by crowdsourcing data via smart devices from your customers. Leveraging Field Agent AUDITS INSIGHTS Competitive Checks Planogram Compliance Ethnographies Mobile Diaries Audits Starting From Just Confirm Event Activity Price Checks Concept Testing Shop-alongs Demo Compliance Signage 5-Star Reviews Surveys Display Compliance Verify Inventory In-Home Use Tests Time Studies Out of Stocks and more... Mystery Shopping and more... $8per store Make Contact: Jeff Doucette jeff.doucette@fieldagentcanada.com

4 About Field Agent Field Agent is the first mobile app that pays Canadians to collect data and complete surveys while they shop. Since our launch in October 2011 we have paid over $1 million to the 44,000 users of our app. Using Field Agent is easy, just download the app to your Android or Apple smartphone and answer a few profile questions. You will then be able to see the available jobs near you. Reserve the job that you want to complete and then follow the instructions in the app. Once your submission is approved then funds are available for you to cash out to PayPal at anytime! Our Clients love Field Agent because it is faster and less expensive than traditional ways of collecting data or conducting market research. We are working with a wide range of large brands, retailers and small businesses to get them the high quality data they need to make better business decisions. Field Agent is changing the way the world collects business information! Contact Us: Jeff Doucette, General Manager, Field Agent Canada jeff.doucette@fieldagentcanada.com

5 Overall Scores

6 Overall Results - Top 5 Retailers 1 Farm Boy A 2 Longo s B+ 3 Loblaws B 4 Save On Foods B 5 Your Independent Grocer B

7 Overall Results - National Performance Overall Grade (All Retailers): B

8 Overall Results - Regional Summary BC/North Alberta Man/Sask 1 Save On Foods 1 Costco 1 Safeway 2 Costco 2 Save On Foods 2 Costco 3 Quality Foods 3 Sobeys 3 Superstore Ontario Quebec Atlantic 1 Farm Boy 1 Provigo 1 Sobeys 2 Superstore 2 Costco 2 Atlantic Superstore / Dominion 3 Your Independent Grocer 3 Loblaws 3 Walmart

9 Produce

10 Produce - Top 5 Retailers 1 Farm Boy A+ 2 Zehrs A- 3 Thrifty Foods A- 4 Fortino s A- 5 Longo s B+

11 Produce - National Performance Overall Grade (All Retailers): B-

12 Produce - Regional Summary BC/North Alberta Man/Sask 1 Thrifty Foods 1 Federated Co-op 1 Sobeys 2 Save On Foods 2 Costco 2 Safeway 3 Quality Foods 3 Save On Foods 3 Superstore Ontario Quebec Atlantic 1 Farm Boy 1 Loblaws 1 Costco 2 Zehrs 2 IGA 2 Atlantic Superstore / Dominion 3 Fortinos 3 Metro 3 Sobeys

13 Meat

14 Meat - Top 5 Retailers 1 Farm Boy A 2 Thrifty A- 3 Costco A- 4 Fortino s A- 5 Zehrs B

15 Meat - National Performance Overall Grade (All Retailers): C+

16 Meat - Regional Summary BC/North Alberta Man/Sask 1 Thrifty Foods 1 Costco 1 Costco 2 Costco 2 Federated Co-op 2 Sobeys 3 Quality Foods 3 Sobeys 3 Safeway Ontario Quebec Atlantic 1 Farm Boy 1 Costco 1 Costco 2 Fortinos 2 Metro 2 Atlantic Superstore / Dominion 3 Costco 3 IGA 3 Sobeys

17 Seafood

18 Seafood - Top 5 Retailers 1 T&T Supermarkets B+ 2 Zehrs B 3 Sobeys Ontario B 4 Thrifty Foods B 5 Provigo B-

19 Seafood - National Performance Overall Grade (All Retailers): C

20 Seafood - Regional Summary BC/North Alberta Man/Sask 1 T&T Supermarkets 1 Federated Co-op 1 Costco 2 Thrifty Foods 2 Superstore 2 Sobeys 3 Superstore 3 Costco 3 Superstore Ontario Quebec Atlantic 1 RCSS 1 Provigo 1 Sobeys 2 Zehrs 2 Costco 2 Atlantic Superstore / Dominion 3 T&T Supermarkets 3 IGA 3 Costco

21 Bakery

22 Bakery - Top 5 Retailers 1 Farm Boy A 2 Fortino's A- 3 Loblaws A- 4 Zehrs A- 5 Longo s B+

23 Bakery - National Performance Overall Grade (All Retailers): C+

24 Bakery - Regional Summary BC/North Alberta Man/Sask 1 T&T Supermarkets 1 Costco 1 Sobeys 2 Safeway 2 Sobeys 2 Superstore 3 Quality Foods 3 Safeway 3 Federated Co-op Ontario Quebec Atlantic 1 Farm Boy 1 Loblaws 1 Atlantic Superstore / Dominion 2 Fortinos 2 IGA 2 Sobeys 3 Zehrs 3 Costco 3 Walmart

25 Deli

26 Deli - Top 5 Retailers 1 Farm Boy A 2 Fortino s A- 3 Thrifty Foods A- 4 Zehrs A- 5 Sobeys West B+

27 Deli - National Performance Overall Grade (All Retailers): C+

28 Deli - Regional Summary BC/North Alberta Man/Sask 1 Thrifty Foods 1 Save On Foods 1 Sobeys 2 Quality Foods 2 Sobeys 2 Superstore 3 Save On Foods 3 Costco 3 Costco Ontario Quebec Atlantic 1 Farm Boy 1 IGA 1 Atlantic Superstore / Dominion 2 Fortinos 2 Costco 2 Sobeys 3 Superstore 3 Loblaws 3 Walmart

29 HMR

30 HMR - Top 5 Retailers 1 Farm Boy A- 2 Quality Foods A- 3 Longo s A- 4 Thrifty Foods A- 5 Provigo B+

31 HMR - National Performance Overall Grade (All Retailers): C+

32 HMR - Regional Summary BC/North Alberta Man/Sask 1 Quality Foods 1 Sobeys 1 Costco 2 Thrifty Foods 2 Costco 2 Superstore 3 Safeway 3 Federated Co-op 3 Safeway Ontario Quebec Atlantic 1 Farm Boy 1 Provigo 1 Atlantic Superstore / Dominion 2 Longos 2 Adonis 2 Sobeys 3 Superstore 3 Loblaws 3 Costco

33 Organic / Natural

34 Organic / Natural - Top 5 Retailers 1 Farm Boy A- 2 Quality Foods A- 3 Thrifty Foods B+ 4 Fortino s B+ 5 Zehrs B

35 Organic / Natural - National Performance Overall Grade (All Retailers): C-

36 Organic / Natural - Regional Summary BC/North Alberta Man/Sask 1 Quality Foods 1 Superstore 1 Superstore 2 Thrifty Foods 2 Save On Foods 2 Sobeys 3 Your Independent Grocer 3 Sobeys 3 Safeway Ontario Quebec Atlantic 1 Farm Boy 1 Loblaws 1 Atlantic Superstore / Dominion 2 Superstore 2 Metro 2 Sobeys 3 Fortinos 3 IGA 3 Costco

37 Ethnic Foods

38 Ethnic Foods - Top 5 Retailers 1 T&T Supermarkets A- 2 Real Canadian Superstore B+ 3 Quality Foods B 4 Loblaws C+ 5 Extra Foods C+

39 Ethnic Foods - National Performance Overall Grade (All Retailers): C-

40 Ethnic Foods - Regional Summary BC/North Alberta Man/Sask 1 T&T Supermarkets 1 Superstore 1 Superstore 2 Your Independent Grocer 2 Federated Co-op 2 Sobeys 3 Quality Foods 3 Save On Foods 3 Safeway Ontario Quebec Atlantic 1 T&T Supermarkets 1 Loblaws 1 Atlantic Superstore / Dominion 2 Superstore 2 Provigo 2 Sobeys 3 Loblaws 3 Super C 3 Walmart

41 HABA

42 HABA - Top 5 Retailers 1 SDM / Pharmaprix A- 2 Walmart A- 3 Real Canadian Superstore B+ 4 Loblaws B- 5 Real Atlantic Superstore C+

43 HABA - National Performance Overall Grade (All Retailers): C

44 HABA - Regional Summary BC/North Alberta Man/Sask 1 Walmart 1 Walmart 1 Superstore 2 Superstore 2 Superstore 2 Walmart 3 Costco 3 Costco 3 Costco Ontario Quebec Atlantic 1 Shoppers Drug Mart 1 Walmart 1 Walmart 2 Superstore 2 Loblaws 2 Atlantic Superstore / Dominion 3 Walmart 3 Costco 3 Sobeys

45 Store Brand

46 Store Brand - Top 5 Retailers 1 Zehrs A- 2 Real Canadian Superstore A- 3 Loblaws A- 4 Your Independent Grocer A- 5 Real Atlantic Superstore B+

47 Store Brand - National Performance Overall Grade (All Retailers): B-

48 Store Brand - Regional Summary BC/North Alberta Man/Sask 1 Your Independent Grocer 1 Superstore 1 Superstore 2 Superstore 2 Costco 2 Sobeys 3 Costco 3 Walmart 3 Federated Co-op Ontario Quebec Atlantic 1 Superstore 1 Loblaws 1 Atlantic Superstore / Dominion 2 Zehrs 2 Maxi 2 Walmart 3 Loblaws 3 Provigo 3 Sobeys

49 Pricing

50 Pricing - Top 5 Retailers 1 Walmart A- 2 Real Canadian Superstore A- 3 Maxi A- 4 No Frills A- 5 Costco B+

51 Pricing - National Performance Overall Grade (All Retailers): C+

52 Pricing - Regional Summary BC/North Alberta Man/Sask 1 Walmart 1 Superstore 1 Superstore 2 Costco 2 Walmart 2 Walmart 3 No Frills 3 Costco 3 Costco Ontario Quebec Atlantic 1 No Frills 1 Costco 1 Walmart 2 Walmart 2 Maxi 2 No Frills 3 Superstore 3 Walmart 3 Costco

53 Shopping Experience

54 Shopping Experience - Top 5 Retailers 1 Farm Boy A 2 Foodland A- 3 Provigo A- 4 Quality Foods A- 5 Thrifty Foods A-

55 Shopping Experience - National Performance Overall Grade (All Retailers): B-

56 Shopping Experience - Regional Summary BC/North Alberta Man/Sask 1 Quality Foods 1 Save On Foods 1 Federated Co-op 2 Thrifty Foods 2 Federated Co-op 2 Safeway 3 Save On Foods 3 Sobeys 3 Sobeys Ontario Quebec Atlantic 1 Farm Boy 1 Provigo 1 Sobeys 2 Foodland 2 Metro 2 Atlantic Superstore / Dominion 3 Shoppers Drug Mart 3 IGA 3 Walmart

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