After 35 years creating and selling frozen food products to Canadians under the M&M Meat Shops banner, the brand is changing its name to M&M Food Market. But, the change goes well beyond just the name on the outside of the store. The retailer is completely reinventing itself around the new promise of “Helping You Make Real Food for Real Life.”
“The focus is on helping customers put food on the table that they can feel good about, said Andy O’Brien, chief executive officer of Mississauga, Ontario-headquartered M&M Food Market. “This includes the types of meals offered and the ingredients within them – food that helps consumers make mealtime happen, with inspiring ideas and simpler preparation and options for everyone at the table, for all occasions.”
As part of the program, all elements of the brand experience will be changing, including new exterior store signage, over 100 new and improved products, and redesigned packaging featuring appetizing food shots and product stories. The newly renovated stores are organized by category to help simplify shopping and provide customers a redefined in-store experience featuring expert meal advisors, a more consumer-centric category assortment.
The rebranding also brought the launch of a new website with an increased focus on the M&M Food Market online ordering platform called eOrder, which allows consumers to place orders online and pick up their selection at local stores when convenient. All of these elements will be supported and brought to life with a new communications strategy and advertising campaign this summer.
Recognizing that consumers are increasingly demanding quick, accessible, diverse meal options, the frozen food chain is determined to give them what they both need and want with creative solutions that address any meal occasion.
“While most Canadians are making meals at home and the week night meal challenge still exists, our research found that M&M isn’t top-of-mind when it comes to everyday foods,” said O’Brien. “This reinvention gives us an opportunity to differentiate ourselves through food quality, variety and a convenient customer experience to help solve these mealtime challenges.”
The rebranding began at the beginning of March with the new name appearing in the millions of flyers that the company distributes weekly across the country, and on website and social media platforms. The transition will continue in the coming months through additional new products, continued packaging graphic updates, new store signage, shop renovations and in-store staff training programs. and new uniforms.
“M&M Food Market is committed to providing delicious, balanced meals our customers can feel good about, even when the demands of everyday life make this challenging,” said O’Brien. “We’re looking forward to helping our customers achieve success at mealtime and to feeding more Canadians than ever before.”
About M&M Food Market
Founded in 1980 and acquired by Searchlight Capital Partner LP less than two years ago, M&M Food Market is ranked as the leading specialty retailer of frozen foods in Canada, a market valued at $5.5 billion by Nielsen. Operating in all ten provinces, Yukon and the Northwest Territories, the chain has been recognized as one of Canada’s 50 best-managed companies for 10 years in a row. Its product line includes convenient options across virtually every food category – from appetizers and seafood to meats, poultry, prepared meals, fruits and vegetables, side dishes, baked goods and desserts. Packaging formats range from individual portions to family-size options.