Mediterranean grocery chain Adonis has invested more than $2.6 million to transform one of its Montreal stores, putting a greater emphasis on fresh produce, prepared foods and a more modern shopping experience as the grocer looks to meet changing consumer expectations.

“With an investment of more than $2.6 million, we completely reimagined that store to offer a more modern environment, wider selection of products and tastes, and a simplified, more intuitive shopping experience,” Georges Atallah, operations manager for Adonis in Quebec, told FoodNX during an interview.

“Our mission has always been to bring freshness, authenticity, and Mediterranean hospitality to our customers.”

The Metro-owned grocer recently unveiled its freshest location at 2001 Sauve St. after a six-week construction project.

“We did the reopening on the 27th (of August). We never closed but we named it as reopening because it’s a new and modernized image for Adonis,” Atallah said.

Moving produce to front of store

As part of the renovation, the fruit and vegetable department was moved to the front of the store to put greater emphasis on freshness, he explained.

“We began by relocating the produce department to the front of the store, as freshness is at the heart of our identity, and we wanted customers to be welcomed immediately by vibrant fruits and vegetables as soon as they enter our premises.”

The renovation also revamped the pastry and bakery departments and expanded the store's coffee and spice offerings. Adonis also added a new pizza counter to the 38,000-square-foot store.

“We expanded our ready-to-eat offering as well with new refrigerated displays for fresh-cut fruits and added new refrigerated island units to increase capacity. So the customer will still have the feeling of Adonis, but in a more modernized spirit, if we want to say it this way,” Atallah said.

Adonis was founded in 1979 by Lebanese immigrants Elie and Jamil Cheaib and Georges Ghrayeb as a specialty grocer focused on Mediterranean foods.

Currently, Adonis has 16 locations,11 in Quebec and five in Ontario. Metro acquired a stake in Adonis in 2011 before purchasing the remaining interest in 2017.

Expanded product selection

It also wanted to boost content to reflect what shoppers are looking for. “Beyond layout improvements, we significantly expanded our product offering in the prepackaged foods and fresh sections, that has been increased around 50 per cent, and as well as the frozen selection up to 70 per cent.”

“Overall, this renovation was designed to optimize the customer journey, modernize the store environment, and improve product visibility,” he said.

The investment comes as the grocery industry faces continued pressure from high food prices, with many retailers emphasizing value and discount offerings. Adonis, however, is taking a different approach, focusing on freshness, selection and the in-store experience.

“The grocery sector in Canada and Quebec is undergoing a major transformation, and consumers are more intentional than ever in how they shop. So, with all the challenges the market is facing, we decided to put some more value in our store, and to upgrade the image in order to keep tracking the customer and their needs,” Atallah said.

The investment comes as Canada's grocery sector faces continued scrutiny over food prices and competition, with the Competition Bureau examining grocery pricing practices.

As well, the trucking industry is raising an alarm about how much of an impact rising diesel fuel prices will have on the grocery sector.

Fostering connection to food

While many are facing challenges around food pricing, the company took the opposite approach.

“Customers want freshness, quality and a sense of discovery. They want to feel connected to the food they buy, so our role is to deliver this experience every day in a modern way, and with expanded offerings as well.”

Being in the Montreal market affords Adonis a chance to differentiate itself, he said.

“It remains strong in diverse urban markets, where customers seek a special experience, a unique product, fresh offerings, and cultural authenticity, so we are differentiating ourselves in this way.”