Super C
Super C is a Quebec discount supermarket chain operated by Metro Inc., offering a broad assortment of groceries and household products at value-oriented prices.
Last updated August 22, 2026
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Overview
Super C is a Canadian discount supermarket chain focused on Quebec. The banner is operated by Metro Inc. and is positioned around low prices, broad grocery selection, and large-format stores. Its roots go back to La Ferme Carnaval, established on September 15, 1982. The business opened its first supermarket in Beauport, Quebec, in January 1983 under the Super Carnaval name. By January 1985, it had expanded to six locations, with three stores in the Quebec City area and three in the Montreal area. The company moved its head office from Quebec City to LaSalle, Quebec, on October 20, 1986. On June 1, 1987, Super Carnaval was acquired from Toronto-based Burnac Corporation by Metro-Richelieu, the predecessor of the present-day Metro organization. The acquisition placed the chain within a larger Canadian food-retailing group and provided a platform for further development. The Super C identity was introduced during a phased banner conversion in 1991. The chain’s 14 Super Carnaval outlets were progressively renamed Super C, with the final conversions completed by May 1992. Since then, the banner has grown through several formats of expansion: taking over vacant shopping-mall anchor spaces, constructing free-standing stores, and converting selected Metro-branded grocery locations. Only a small number of current Super C stores occupy buildings that originally operated as Super Carnaval supermarkets. Super C’s store model is based on discount supermarket retailing rather than a narrow limited-assortment format. Stores average approximately 4,103 square metres, or 44,164 square feet, and offer about 8,000 products. The assortment covers fresh food, packaged groceries, beverages, frozen foods, household products, and other everyday consumer needs. Approximately 1,200 products are sold under the Super C private-label brand. Other private-label or affiliated ranges associated with the chain include Selection, Éconochoix or Econochoice, Irresistibles, Loeb Bakery Shoppe, The Event Pleaser, and Red Grill Meats. The chain also had a limited Ontario presence. In mid-2006, all but one of the nine remaining Ontario stores were converted to Food Basics or Loeb banners. The Pembroke, Ontario, location closed, and its former building was later occupied by Value Village. Super C subsequently became principally associated with the Quebec market. The brand has used price-led advertising throughout its history. Earlier slogans emphasized low food prices and freshness, while later French-language messaging presented the chain as a practical destination for attractive, good-quality food at affordable prices. Since 2009, its principal slogan has been “Beau, bon, pas cher,” meaning “Beautiful, good, cheap.” This message reflects the chain’s core proposition: combining an appealing grocery experience with discount pricing. Super C remains an active Metro banner serving Quebec consumers through a network of approximately 101 stores, according to the cited reference material.
History
Super C traces its history to La Ferme Carnaval, founded in Quebec on September 15, 1982. The company opened a supermarket in Beauport in January 1983 under the Super Carnaval trade name. Its early development concentrated on the two principal urban markets of Quebec City and Montreal; by January 1985, it operated six outlets, divided evenly between those areas. On October 20, 1986, the company relocated its head office from Quebec City to LaSalle, Quebec. The following year brought a major ownership change: on June 1, 1987, Super Carnaval was acquired from Burnac Corporation by Metro-Richelieu. This transaction connected the business to the food-retailing organization that later became Metro Inc. The current banner was created through a phased rebranding program. Beginning in 1991, the 14 Super Carnaval stores were converted to the Super C name. The final conversions were completed by May 1992. The rebranding established Super C as Metro’s discount-oriented banner and separated it from the company’s conventional Metro supermarket identity. Expansion after the rebranding used several real-estate and operating approaches. Super C entered vacant shopping-centre anchor spaces, built free-standing stores, and replaced some Metro-branded locations. Consequently, only a small number of existing Super C stores are former Super Carnaval sites. The chain’s stores average approximately 4,103 square metres and carry roughly 8,000 products, including around 1,200 items under the Super C private label. The banner also operated in Ontario for a period. In mid-2006, all but one of the nine remaining Ontario stores were converted to Food Basics or Loeb stores. The Pembroke location closed, and its building was subsequently occupied by Value Village. Following those changes, Super C’s market identity became predominantly Quebec-based. Throughout its development, Super C has relied on price-focused positioning and advertising. Slogans used between 1998 and 2004 highlighted the best food prices and fresh food at lower prices. From 2004, the brand used “Where food prices are lower every day” in English-language Ontario and Quebec communications, while the French-language slogan “C’est le meilleur Marché” was used from 2004 into approximately 2009 or 2010. Since 2009, the chain has used “Beau, bon, pas cher,” a concise expression of its value proposition. The cited reference describes Super C as an active chain with 101 stores in Quebec.
- 2009
“Beau, bon, pas cher” becomes the principal slogan
[1]Super C adopts the French-language value slogan “Beau, bon, pas cher,” which remains associated with the brand.
- 2006
Ontario stores are converted or closed
[1]In mid-2006, all but one of the nine remaining Ontario Super C stores are converted to Food Basics or Loeb; the Pembroke store closes.
- 1992
Banner conversion is completed
[1]The final Super Carnaval stores are renamed Super C by May.
- 1991
Super C banner conversion begins
[1]The 14 Super Carnaval outlets begin a phased conversion to the Super C banner.
- 1987
Acquisition by Metro-Richelieu
[1]Metro-Richelieu acquires Super Carnaval from Burnac Corporation on June 1.
- 1986
Head office moves to LaSalle
[1]The company relocates its head office from Quebec City to LaSalle, Quebec, on October 20.
- 1985
Early network reaches six stores
[1]By January, Super Carnaval operates three stores in the Quebec City area and three in the Montreal area.
- 1983
First Super Carnaval supermarket opens
[1]The first supermarket opens in Beauport, Quebec, in January under the Super Carnaval trade name.
- 1982
La Ferme Carnaval is founded
[1]La Ferme Carnaval, the business from which Super C developed, is established on September 15 in Quebec.
Products and positioning
A large-format discount supermarket banner offering a broad everyday grocery assortment at consistently low, value-oriented prices, primarily for Quebec consumers.
Discount grocery retail
Super C supermarkets
Super C operates large-format discount supermarkets primarily in Quebec. The stores average approximately 4,103 square metres and carry around 8,000 products across fresh food, packaged groceries, beverages, frozen products, bakery, dairy, meat, and household categories. The format is intended to support routine full-basket shopping while maintaining a low-price positioning.
Private-label groceries
Super C private label
The Super C private-label range forms a significant part of the chain’s assortment. The cited reference identifies approximately 1,200 Super C private-label products, covering everyday grocery and household needs within the banner’s discount-oriented proposition.
Private-label groceries
Selection
Selection is one of the private-label ranges associated with Super C and the wider Metro retail environment. It is presented as part of the chain’s broader assortment of packaged food and everyday grocery products.
Value private label
Éconochoix / Econochoice
Éconochoix, also identified in English as Econochoice, is a value-oriented private-label range listed among the brands available through the Super C assortment.
Private-label groceries
Irresistibles
Irresistibles is a private-label range associated with the Super C product mix. The range contributes packaged food and other grocery items to the chain’s multi-tier assortment.
Bakery products
Loeb Bakery Shoppe
Loeb Bakery Shoppe is a bakery-related private-label range listed in connection with Super C’s assortment.
Food and entertaining products
The Event Pleaser
The Event Pleaser is a product range identified among the private-label or affiliated brands associated with Super C, serving food and entertaining occasions.
Meat products
Red Grill Meats
Red Grill Meats is a meat-related range listed among the brands associated with Super C’s grocery offering.
Marketing campaigns
- 2009Beau, bon, pas cher
Quebec
Super C adopted “Beau, bon, pas cher,” a French slogan presenting the brand as attractive, good, and inexpensive.
Outcome. The slogan is identified as the brand’s continuing slogan in the cited reference.
- 2004Where food prices are lower every day
Ontario · Quebec
Super C used this English-language slogan to reinforce an everyday-low-price message in Ontario stores and English-language communications in Ontario and Quebec.
Outcome. The slogan was used from 2004 to 2006.
- 2004C’est le meilleur Marché
Quebec
The French slogan “C’est le meilleur Marché” positioned Super C as an appealing market and used a wordplay-based value message.
Outcome. The slogan was used from 2004 until approximately 2009 or 2010.
- 1998Alimentation aux Meilleurs Prix!
Quebec
Super C used the French slogan “Alimentation aux Meilleurs Prix!” to emphasize food shopping at the best prices.
Outcome. The slogan was used from 1998 to 2004.
- 1998Fresh Food for Less!
Ontario · Quebec
The English-language slogan “Fresh Food for Less!” communicated the combination of fresh groceries and discount pricing in Ontario stores and English-language media.
Outcome. The slogan was used from 1998 to 2004.
Brand decisions
2006
Withdrawal from most Ontario locationsStrategyBackground
Super C retained only a limited Ontario presence after operating nine stores there.
Action taken
All but one of the nine remaining Ontario stores were converted to Food Basics or Loeb stores; the Pembroke location closed.
Aftermath
The chain became primarily a Quebec supermarket banner, while Metro continued serving Ontario through other brands.
1991
Conversion from Super Carnaval to Super CStrategyBackground
Metro-Richelieu sought to establish a distinct discount-supermarket identity for the former Super Carnaval outlets.
Action taken
The 14 Super Carnaval stores were converted in phases to the Super C banner, with the last locations renamed by May 1992.
Aftermath
Super C became the enduring discount banner, while later expansion relied on new construction, vacant anchor spaces, and selected conversions of Metro locations.
1987
Metro-Richelieu acquires Super CarnavalM&ABackground
Super Carnaval had developed a six-store network in Quebec and was owned by Burnac Corporation before the transaction.
Action taken
Metro-Richelieu acquired the business from Burnac Corporation on June 1, bringing the future Super C operation into the Metro organization.
Aftermath
The acquisition preceded the conversion of the Super Carnaval stores to the Super C banner and established the chain within Metro’s portfolio.
Sources1 sources
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