The Quebec-based company, which bought the Ontario stores from U.S.-based The Great Atlantic and Pacific Tea Co. three years ago, said the stores will be renamed Metro, the same name it uses on 200 supermarkets in Quebec.

Consumer research showed that people liked the urban-sounding name, the company said.

The strategy does not affect its Food Basics chain, which operates in the discount segment, competing against the likes of No Frills and Price Chopper.

Instead, the program is focused on what are called "conventional supermarkets," the kind that include full-service bakeries and butcher counters, and compete more directly with Loblaws and Sobeys brand stores.

The move comes after Loblaw Cos. Ltd. announced it also plans to upgrade its conventional stores this year.

"The decision to rebrand under the Metro name is part of a long-term strategy to capitalize on operational and marketing efficiencies by uniting the individual strengths of our existing banners in Ontario and sharing best practices with our Quebec and Ontario stores," said Metros president and chief executive officer Eric La Flèche.

http://www.thestar.com/Business/article/473896