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El Super intends to continue the reputation of low prices, quality perishable departments, and good customer service shoppers were accustomed to at its acquired Gigante units, which will rebrand to the El Super banner next week.
"Both the El Super and the Gigante banner names carry significant brand equity in the Southern California market," Stacia Levenfeld, spokesperson for El Super told Progressive Grocer. "The decision was made to use the El Super name for the ease of both the consumer and operational synergies of the growing El Super chain."
El Super said that while some signature El Super products or services may be added, customers should expect very little change in the product variety available in the stores. El Super intends to continue popular community-based services, like Mexican Consulate services available in the Sante Fe Springs Gigante store.
Indeed, the only major change will be "under the hood," that is - Gigante's IT infrastructure, which will switch to the same technology platform as existing El Super stores after the conversion.