Sobeys invites shoppers to visit its first Sobeys extra store

Newly unveiled store in Burlington, Ontario offers customer extras including 
in-store chef, wellbeing counsellor, natural source department and special 
events centre 
BURLINGTON, ON, Nov. 28, 2013 /CNW/ - Sobeys Inc. today announced the grand 
opening of Sobeys extra in Burlington, Ontario, which delivers on Sobeys' 
Better Food for All mission with a wide variety of fresh and great tasting 
products, healthy and wholesome choices, sustainable options and time-saving 
meal ideas. The newly refurbished 58,000 square foot store, located on Brant 
Street, is the first Sobeys store in Canada to receive the "extra" designation. 
"The grand opening of the first Sobeys extra is a significant milestone in our 
journey to bring better food to all Canadians," says Marc Poulin, President & 
CEO, Sobeys Inc. "Our new store concept offers customers an inviting 
atmosphere of food discovery while also offering many extras that will help 
customers to eat better, feel better and do better. 
Sobeys extra offers consumers an enhanced Sobeys shopping experience with 
extra departments, extra products, extra experts and services, and extra 
savings; all backed by Sobeys 100% Satisfaction Guarantee: any purchase can be 
returned or replaced if the customer is not happy with it. 
What can customers expect at Sobeys extra? 
Extra Experts
In addition to Sobeys produce, meat, seafood, bakery, floral experts and our 
Sobeys pharmacists, the store is pleased to introduce the following experts to 
help guide customers through food discovery and education: 


    --  In-store Chef offers advice, food tastings and classes, to help
        customers discover new products and great meal solutions.
    --  Wellbeing Counsellor answers health and diet questions, and
        helps shoppers discover better food.
    --  Cheese Ambassador provides expert guidance in selecting from
        hundreds of available cheeses, along with new entertaining
        ideas.

Extra Services
    --  The new Special Events Centre is an inviting and well-equipped
        space for better food and wellbeing events hosted by Sobeys'
        food and health experts.

Extra Departments and Products
Sobeys Extra has expanded its products to ensure an abundance of fresh, 
quality choices for customers.
    --  Sobeys' Kitchen: Customers can enjoy fresh ready-to-eat or
        ready-to-heat prepared meals daily right from Sobeys Kitchen,
        including freshly made sushi and noodle dishes; stone
        oven-baked pizza; hot roast beef dinners from the Carvery;
        freshly roasted coffee and fruity smoothies from the Smoothie
        Bar.
    --  Expanded Bakery: Offers Artisan Bread baked in store with pure
        ingredients; store-made Montreal and New York style bagels;
        real cream topped fruit cakes; all-butter pastries and gourmet
        cakes.
    --  Natural Source and Wellbeing Departments: More than 4,000
        products that support health, energy and diet goals including
        organic, sugar-free options, vitamin supplements and natural
        healthcare products. Also available are more than 600
        gluten-free products.
    --  Expanded Produce Department: Offers ready-to-eat, store-made
        cut fruit and salads, pre-cut vegetables, a wide variety of
        organic and local produce and Signature Sobeys fresh programs
        like potatoes displayed by usage and tomatoes by sweetness.
        Consumers can trust that Sobeys is providing the freshest and
        tastiest ingredients for their next meal, and helping them eat
        better food.
    --  Premium Meat and Seafood Departments: Feature expert butchers
        who will custom cut meat for any occasion. Customers will find
        a vast selection of value-added meat and seafood preparations
        that are ready to cook, Certified Humane beef, pork and
        chicken, as well as MSC Certified fish products.
    --  Premium Cheese and Deli Departments: Offer a wide selection of
        specialty deli meats and cheeses. New samples daily.

Extra Savings
    --  In addition to weekly and monthly specials, Sobeys aspires to
        be Burlington's low-price destination on essential items that
        customers regularly purchase, like butter, chicken, eggs, milk
        and potatoes; and better food choices, such as almond milk,
        organic bananas, organic eggs, and quinoa.
    --  Sobeys helps make the better food basket affordable by price
        checking over 3,000 items monthly, offering over 3,000
        low-price features, providing bonus Club Sobeys Points on over
        1,000 products, and offering more than 4,000 Private Label
        products.

About Sobeys Inc.
Proudly Canadian, with headquarters in Stellarton, Nova Scotia, Sobeys has 
been serving the food shopping needs of Canadians for 106 years. A 
wholly-owned subsidiary of Empire Company Limited (TSX:EMP.A), Sobeys owns or 
franchises more than 1,500 stores in all 10 provinces under retail banners 
that include Sobeys, Safeway, IGA, Foodland, FreshCo, Thrifty Foods, and 
Lawton's Drug Stores as well as more than 330 retail fuel locations. Sobeys 
and its franchise affiliates employ more than 124,000 people. The company's 
goal is to be widely recognized as the best food retailer and workplace 
environment in Canada. More information on Sobeys Inc. can be found at 
www.sobeyscorporate.com.





SOURCE  SOBEYS INC. 
Sarah Stover Communications Manager Sobeys Ontario 905-671-5278 
Sarah.Stover@sobeys.com  Allison Colalillo High Road Communications for Sobeys 
Inc. 416-644-1644 Allison.Colalillo@highroad.com   
Image with caption: "Store manager, Scott Valiquette, cuts the ribbon at the 
new Sobeys extra Burlington. He is joined by left to right: Marc Poulin, 
President and CEO, Sobeys Inc.; Keith Portelli, Director Operations and 
Councillor Rick Craven, City of Burlington. (CNW Group/SOBEYS INC.)". Image 
available at:  
http://photos.newswire.ca/images/download/20131128_C5853_PHOTO_EN_34023.jpg 
Image with caption: "Sobeys invites shoppers to visit its first Sobeys extra 
store - Newly unveiled store in Burlington, Ontario offers customer extras 
including in-store chef, wellbeing counsellor, natural source department and 
special events centre (CNW Group/SOBEYS INC.)". Image available at:  
http://photos.newswire.ca/images/download/20131128_C5853_PHOTO_EN_34021.jpg 
Image with caption: "Sobeys invites shoppers to visit its first Sobeys extra 
store - Newly unveiled store in Burlington, Ontario offers customer extras 
including in-store chef, wellbeing counsellor, natural source department and 
special events centre (CNW Group/SOBEYS INC.)". Image available at:  
http://photos.newswire.ca/images/download/20131128_C5853_PHOTO_EN_34022.jpg 
To view this news release in HTML formatting, please use the following URL: 
http://www.newswire.ca/en/releases/archive/November2013/28/c5853.html 
CO: SOBEYS INC.
ST: Ontario
NI: FBR FOD RET FDR NP  
-0- Nov/28/2013 16:00 GMT
 
 
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