Linda's No Frills, Mississauga, ON

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"We had to close the doors at 10:30 this morning and let people in as other people left." It was the kind of problem every store manager dreams of, especially on opening day. The first nofrills® prototype store had swung open its doors in East York, near Toronto. The reaction on the part of shoppers was enthusiastic, to say the least. "The rush never stopped, " explained Loblaws manager Robert St. Jean, back in July 1978. "We're really excited about it ... really excited!"

The original nofrills® store was just that, no frills. No product advertising, no store displays, no meat counter, no clerks to bag your groceries, and you had to bring your own bags or pay 3 cents for each. "It doesn't bother me a bit, " replied first day customer Frank Atlas when asked about bagging his own groceries. "I've saved a couple dollars with this order."