Sobeys Extra arrives in Brandon

Sobeys has opened a Sobeys Extra store in Brandon, Man.

The 62,500-sq.-ft. supermarket opened July 14 and is located in a former Target store at Shoppers Mall. Sobeys operated a regular format store in Brandon before moving into the larger mall space.

Like other Extra stores, the new location features an in-house kitchen, sushi bar, expanded fresh and ready-to-eat offerings, an enhanced ethnic assortment, more natural-source products, as well as in-store experts.

“The new Sobeys Extra Brandon South has more of a market atmosphere that focuses on food discovery and offers customers innovative full-service departments, a multi-use community room for events such as cooking classes, and new in-store experts including a chef, cheese ambassador and wellbeing counsellors,” said Keri Scobie, director of communications for Sobeys in Western Canada, in an email to Canadian Grocer.

This is the fourth Sobeys Extra in Western Canada. Scobie said customers have responded favourably to the Extra concept since it's introduction in 2013.

“We have a strong relationship with our customers and the community of Brandon and felt this was an ideal location for our next Extra store. Based on early response and feedback since we opened our doors, it’s clear we made a great decision and that the community loves the new store and our offering.”

Shoppers started lining up outside two hours before the doors officially opened, according to local paper The Brandon Sun.

In terms of future Sobeys Extra locations, Scobie said, “Based on customer response on the Extra format, we will be opening more in the future, although I don’t have any updates on locations at this time.”