Super C

Name

Super C

Legal name

Metro Richelieu Inc.

Website

https://superc.ca

Company type

Private

Founded year

1947

Operating status

Operating

Headcount range

5,001–10,000 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Montréal

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Retail Grocery Sales: Revenue generated from physical in-store grocery sales across Super C retail locations in Quebec, including fresh produce, dairy, meats, pantry items, frozen foods, beverages, and household products
2. E-commerce Online Orders: Revenue from online grocery orders placed through superc.ca with pickup at stores or home delivery services, maintaining same prices as in-store
3. Pharmacy Services: Revenue from pharmacy department offering prescription medications and health products
4. Lottery Tickets: Revenue from lottery ticket sales at store checkout
5. MOI Loyalty Program: Rewards program where customers earn points on purchases (500 points = $4 reward) redeemable at Metro, Super C, Jean Coutu, Brunet, and Food Basics stores

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

Super C is a Quebec-based discount supermarket chain that sells groceries, fresh produce, household goods, pharmacy items, and lottery products through physical stores and an online platform. The banner emphasizes locally sourced Quebec products, broad assortment including world cuisines, and value pricing for everyday shoppers, supported by the MOI loyalty program tied to its parent Metro Richelieu Inc.

Product overview

Super C is a Quebec-based grocery retail chain (épicerie québécoise) operating under Metro Inc. The company offers a multi-channel platform consisting of: (1) Physical retail stores with grocery aisles spanning produce, dairy, meat, frozen foods, bakery, deli, beverages, household items, baby products, health & beauty, pharmacy, and specialty sections including organic, vegetarian/vegan, World Cuisine, and local Quebec products; (2) E-commerce platform with online grocery shopping, store pickup, and delivery services; (3) Mobile application for iOS and Android; (4) Cart Genius - an AI-powered smart cart providing personalized product recommendations; (5) Moi loyalty program - a multi-brand rewards program connecting Metro, Super C, Jean Coutu, Brunet, and Food Basics; (6) Weekly flyer/circular with promotional deals; (7) BBQ and ready-to-cook meat products; (8) Recipe tips and meal planning content; (9) Unlimited delivery subscription service.

Differentiator

Problem solved

Functional benefit

Brands

• Moi: Loyalty rewards program offered by Super C, part of the broader Metro group loyalty program connecting Metro, Food Basics, Jean Coutu, Brunet and Super C.

Products and services

• In-store grocery retail
• Online grocery (superc.ca)
• Uber Eats grocery delivery
• In-store pharmacy services
• Lottery products
• MOI loyalty program
• BBQ product assortment
• Local Quebec product assortment
• World cuisine product assortment
• Weekly flyer and promotions
• Recipe tips and meal ideas

Quantifiable outcome

• Same prices online as in-store
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability3 records

Feature2 records

Partnerships

Four partnerships are on record, tiered core, flagship and minor.

• Metro Inc. (Metro Richelieu Inc.)coreOthersParent company of Super C. Super C operates as a retail banner under the Metro Inc. umbrella, sharing the MOI loyalty program, e-commerce platform technology, and corporate infrastructure with other Metro-owned brands including Metro, Food Basics, Jean Coutu, and Brunet.
• MOI Loyalty Program PartnerscoreGTM or Marketing PartnerMOI is a shared loyalty program operating across 5 Metro-owned retail brands: Metro, Super C, Food Basics, Jean Coutu, and Brunet. Customers earn points on purchases at any participating brand and redeem rewards at all brands.
• RBC (Royal Bank of Canada)flagshipGTM or Marketing PartnerCo-branded MOI RBC Visa credit card partnership. Cardholders earn 2x points on gas and EV charging, with points redeemable across MOI participating brands including Super C.
• Uber EatsminorChannel Partner/ Reseller/ DistributorIntegration for grocery delivery service, allowing Super C customers to receive online orders via Uber Eats platform.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Metro (Metro Inc.): Parent company and sister banner within the same Quebec-focused grocery network. Operates the Metro supermarket banner under the same MOI loyalty program, shared procurement, and e-commerce infrastructure as Super C. Most directly comparable banner from a format and Quebec-market perspective.
• Food Basics: Sister discount banner under Metro Inc. targeting value-conscious Ontario and Quebec shoppers. Closely mirrors Super C's discount-grocery positioning, MOI loyalty integration, and weekly flyer-led promotional model, making it the closest internal comparable.
• Maxi (Loblaw): Quebec-focused discount banner of Loblaw Companies. Competes directly with Super C on price, format, and value-oriented Quebec shoppers, with overlap on weekly flyers, private-label depth (No Name, President's Choice), and the PC Optimum loyalty ecosystem.
• Provigo (Loblaw): Quebec supermarket banner operated by Loblaw. Competes with Super C in the same Quebec urban/suburban grocery market, sharing a similar full-line supermarket format with fresh, pharmacy, and online pickup/delivery.
• IGA (Sobeys): Quebec supermarket network operated by Sobeys/Empire. Competes with Super C on Quebec grocery share, with a comparable mix of corporate and affiliated stores, fresh offerings, and the Moi/Scene+ loyalty program overlap.

Broad incumbents

• Walmart Canada: National mass merchandiser with supercenter locations across Quebec. Competes with Super C on price and one-stop grocery/general-merchandise convenience, leveraging scale advantages that pressure discount-focused competitors.
• Costco Canada: Membership warehouse club operating in major Quebec cities. Competes for value-conscious and bulk-shopping households that overlap with Super C's customer base, particularly on packaged groceries and household essentials.
• Loblaw Companies: Canada's largest grocery retailer and parent of Maxi, Provigo, and other banners. A broad incumbent competitor with national scale, deeper private-label assortment, and a more mature PC Optimum loyalty program that pressures Super C's Quebec share.
• Sobeys (Empire Company): National grocery incumbent operating IGA in Quebec and other banners elsewhere. Competes with Super C through IGA and adjacent formats, and represents a broader competitive threat at the corporate/loyalty level.

Others

• Uber Eats (grocery delivery): Existing delivery partner of Super C and a broader grocery-delivery aggregator. Relevant adjacent ecosystem player as Super C scales its online channel and competes with Instacart, Cornersquare, and other on-demand grocery platforms in Quebec.

Market position

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/superc.ca
• Instagraminstagram.com/superc.ca
• TikToktiktok.com/@superc.ca

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Super C