Jumbo supermarkets become Auchan in major rebranding move
Portugal’s Jumbo supermarkets are now officially named Auchan – the same name as the French retail group that owns them. The iconic elephant and four-leaf clover logo has also been changed to a small red and green bird.
The decision had already been revealed a while ago, but the change was only made on Thursday, September 12 along with a €90 million investment to carry out the rebranding process and also open new supermarkets across the country.
The rebranding move also involves other aspects.
Auchan supermarkets will now start stocking more Portuguese products, with the goal being for 88% of its purchases to be from national producers. The supermarkets will also prioritise local producers in a radius of 50kms.
“We want to convey the message that there has been a great change in our product selection, variety and prices,” António Paulo, manager of the Auchan supermarket at Forum Algarve in Faro, told Barlavento newspaper.
Selling more local products was already a goal at the Faro store even before the rebranding process started.
“We have hundreds of Algarve products. At our wine cellar, we have 80 Algarve wines, which three or four years ago would have been unthinkable. We also support small almond producers, such as ChocoFigo. In three months, we will have double the products we have now because we will buy even more from local producers. That is one of our big strategies,” he explained.
Making the client feel more at home is another major goal.
“What we also want to change is the mentality of our teams and put the client at the centre of our attention,” said Paulo.
Pedro Cid, CEO of Auchan Retail Portugal, had already said that “after 50 years in Portugal, we decided it was time to make a change”.
“We are building for the next 50 years,” he added.
Photo: António Paulo, manager of the Auchan supermarket at Forum Algarve in Faro
Photo by: MARIA SIMIRIS/OPEN MEDIA GROUP