This is a very effective strategy that No Frills uses by not comparing their prices with a chain in the LCL, such as Loblaws, which has considerably higher prices. This is not right, in terms of a stand point that shows honesty towards the consumer, because Fred & Theresa's No Frills is located at Oakwood & St.Clair, and the nearest Loblaws is located at the corner of Bathurst & St.Clair. Technically, this is direct competition with No Frills because of its short geographical distance, but because No Frills knows that Loblaws is in the LCL family, it will probably not dare to compare their prices of the aforementioned items, to Loblaws's prices on these items, with theirs being substantially higher.
No Frills does attract a lot of consumers because of their very low food prices, but if you were to ask someone where they would rather shop for the overall shopping experience and store atmosphere, they would most definitely pick Loblaws. I have observed these two different chains, and have paid attention to their obvious similarities and differences. The main and underlying similarity is that both chains carry the same products, but Loblaws has a different approach to their day-to-day operations. Their slogan is "A passion for food - and a whole lot more!". This chain also backs up their claim by having a lot more variety, as opposed to your average grocery store. By having fresh bakery, deli, floral shop, and Movenpick sections, as well as a meals to go section, where you can pick up a meal for your family, for example on your way home from work, that is fully cooked and ready to serve. Although, the meal might be quite expensive, but is very convenient and only Loblaws and Fortino's are the only of the four that have a hot foods section. No Frills does not have a fresh deli section, where someone cuts the sliced meats in front of the customer. They get all of the processed meats packaged from many distributors, such as Piller's, Mastro, San Daniele, Schneider's, and so on.