Empire to launch Scene+ program in Ontario stores this fall

Empire will introduce the Scene+ loyalty program in Ontario stores this November following its launches in Western and Atlantic Canada. 

The parent company to Sobeys, FreshCo, Lawtons Drugs and other banners became a co-owner of Scene+ in June 2022 along with Scotiabank and Cineplex.

In Ontario, Scene+ will be introduced on Nov. 3 at Sobeys, Foodland, Voilà, FreshCo and Chalo! FreshCo. 

Scene+ is the first-ever loyalty program at the province's FreshCo and Chalo! FreshCo stores, and at Voilà by Sobeys.

Empire first introduced Scene+ to its shoppers in Atlantic Canada on Aug. 11, followed by British Columbia, Alberta, Saskatchewan and Manitoba on Sept. 22. 

The program's regional rollout will continue across Canada through the remainder of 2022 and into early 2023 at Sobeys, Safeway, Foodland, IGA, FreshCo and Chalo! FreshCo, Voilà, Thrifty Foods, Les Marchés Tradition Rachelle Béry and company liquor stores.

"The Western Canada launch of Scene+ brought us some exciting firsts, including the introduction of a loyalty program in our Discount banner FreshCo. We're thrilled with how customers in the West and Atlantic Canada have embraced the new Scene+," said Sandra Sanderson, Senior Vice President of Marketing, Empire Company Limited. "We want to build on this momentum and look forward to launching the program at our stores and Voilà delivery in Ontario next month."

The transformed Scene+ has over 10 million members across the country.

Members can earn by banking with Scotiabank; going to Cineplex theatres and entertainment venues; visiting more than 700 Recipe Unlimited restaurants across Canada, including Swiss Chalet, Harvey's, and Montana's; and trip planning with Expedia. Redemption partners include retailers like Apple and Best Buy. 

In the summer of 2023, Scene+ members will be able to earn and redeem points at Home Hardware, which has some 1,100 stores nationwide.