What Fortinos does

Fortinos is a Canadian grocery retail banner operated by Loblaw Companies Limited, the largest food retailer in Canada. It serves individual household shoppers across Ontario through a network of full-service supermarkets offering fresh produce, meat, bakery, deli, and private-label products including President's Choice and No Name brands. Beyond traditional grocery, Fortinos extends into adjacent services through partnerships such as Pane Fresco for catering and Flowers by Fortinos for floral products, and operates seasonal merchandising collections.

The banner's digital layer is anchored by PC Express, Loblaw's online grocery platform, which supports both scheduled pickup and on-demand delivery, supplemented by a same-day PC Express Rapid Delivery service. A subscription tier, PC Express Pass, is offered at $2.50 per month for the first year and $9.99 per month thereafter, providing access to pickup and delivery benefits. Customers transact under Loblaw's cross-banner PC Optimum loyalty program, linking Fortinos spend to points redeemable across the broader Loblaw retail network, including Shoppers Drug Mart.

Commercially, Fortinos generates revenue primarily through in-store grocery sales, supplemented by online order fulfillment (pickup and delivery), subscription fees, and ancillary services such as catering and floral. As a Loblaw banner rather than an independent operator, Fortinos benefits from group-level procurement, private-label sourcing, and digital infrastructure, while its strategic moves are largely extensions of Loblaw's broader retail platform rather than standalone initiatives.

Name

Fortinos

Legal name

Fortinos

Website

https://fortinos.ca

Company type

Private

Founded year

1961

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Fortinos is a Loblaw-owned grocery banner serving Ontario consumers through in-store retail and the PC Express online platform, offering pickup, delivery, and a PC Express Pass subscription within Loblaw's broader ecosystem.

Ownership category

akta.pro rank

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Grocery Product Sales: Traditional grocery retail revenue through sale of food and household products to consumers in physical stores and through online ordering

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Fortinos is a Canadian grocery retail chain operating physical stores across Ontario and an online grocery shopping platform (PC Express) that allows customers to order groceries for in-store pickup or home delivery. The chain sells fresh produce, dairy, meats, bakery, deli, frozen foods, prepared meals, and household essentials, complemented by the PC Optimum loyalty rewards program and ancillary services such as Pane Fresco catering and Flowers by Fortinos.

Product overview

Fortinos is a Canadian grocery store chain operated by Loblaw Companies Limited, offering online grocery shopping through its PC Express platform with pickup and delivery options. The core offering includes PC Express for online ordering, PC Express Pass subscription for free delivery benefits, and PC Optimum loyalty rewards program. Additional services include Pane Fresco catering, Flowers by Fortinos floral arrangements, and seasonal collections like grilling essentials. The product portfolio spans fresh produce, dairy, meat, bakery, deli, frozen foods, and household items across numerous third-party brands.

Differentiator

Problem solved

Functional benefit

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Loblaw Companies LimitedcoreOthersFortinos is owned and operated by Loblaw Companies Limited, Canada's largest grocery retailer. The company leverages Loblaw's supply chain, distribution network, and technology platforms including PC Express and PC Optimum loyalty program.
• PC OptimumcoreOthersPC Optimum is Loblaw Companies' loyalty rewards program integrated across Fortinos, allowing customers to earn points on purchases and redeem for rewards. The program offers personalized deals and up to 2% back in points.
• PC ExpresscoreTechnology or IntegrationPC Express is the online grocery ordering and delivery platform used by Fortinos, enabling customers to shop online and pick up in-store or receive home delivery. The service includes a subscription pass option.
• Pane FrescominorStrategic or Co-development PartnerPane Fresco is a catering partner offering prepared foods and catering services for events. Available through Fortinos for customer catering needs.
• Flowers by FortinosminorStrategic or Co-development PartnerFlowers by Fortinos is a floral services partner offering flowers for various occasions through dedicated online storefront.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Whole Foods Market (Amazon): Premium natural/organic grocery banner of Amazon operating in major Canadian cities. Competes with Fortinos for higher-income grocery baskets and is part of Amazon's broader grocery and delivery strategy.
• Walmart Canada: Mass merchandiser with a large Canadian grocery offering, including pickup and delivery. Overlaps with Fortinos on broad grocery assortment and competes on price leadership.
• Costco Canada: Membership warehouse club with significant grocery share in Canada. Competes with Fortinos for household grocery budgets via bulk private-label (Kirkland) products.

Emerging players

• FreshCo (Empire banner): Discount banner of Empire/Sobeys with growing Ontario presence. Comparable to a value-tier Fortinos with overlapping PC Optimum-style loyalty via Scene+.

Direct peers

• No Frills (Loblaw banner): Discount Loblaw banner sharing PC Express and PC Optimum infrastructure with Fortinos. Directly comparable on operations and loyalty, but positioned as a lower-price alternative within the same parent network.
• Zehrs Markets (Loblaw banner): Loblaw-owned Ontario supermarket banner using the same PC Express and PC Optimum stack. Operates as a sister banner within Loblaw's Ontario portfolio alongside Fortinos.
• Metro Inc. Major Canadian grocery retailer with strong Ontario and Quebec footprint. Metro competes head-to-head with Fortinos via in-store grocery, online ordering, and its Moi rewards program.
• Sobeys: Empire Company subsidiary operating full-service grocery stores across Canada, including Ontario. Sobeys competes directly with Fortinos on assortment, loyalty (Scene+), and online ordering.

Regional players

• Farm Boy: Ontario specialty fresh-focused grocer (now owned by Empire/Sobeys). Competes with Fortinos in fresh, prepared, and private-label categories across overlapping Ontario locations.
• Longo's: Ontario-based premium family grocery chain offering in-store and online shopping. Comparable to Fortinos on omnichannel and Ontario concentration, but positioned at a higher price point.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/fortinosgrocery
• LinkedInlinkedin.com/company/fortinos-supermarket-ltd

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 Fortinos