Page "President's Choice" Paragraph 16

For Loblaw ’ s management, the sales strategy surrounding President ’ s Choice went beyond simply competing with the national brands.

Just as important was the product line ’ s ability to draw customers into the stores.

“ Our intentions are very clear ”, Nichol was once quoted.

“ We ’ re trying to create products that you can ’ t get anywhere else, so you ’ ll have to come to our stores .” The approach led to the development of an array of unique items such as President ’ s Choice Gourmet Italian Dog Foods, in addition to entire lines such as ‘ The Decadent ’ products or ‘ Memories of ’ sauces.

And while not all successes originated with Nichol, many did: