Landmark Group has announced the launch of VIVA, the Middle East’s first food discounter. With the launch of VIVA, Landmark Group would be pioneering the concept of food discount retail in the Middle East. The brand will offer a range of private label quality products for at least a 30 per cent cheaper shopping experience. Landmark’s timing with the new business line could prove crucial — food counters are turning out to be a revenue and volume generator for leading supermarket chains over the last two years or so. Market sources say this has helped raise the average ticket sizes that shoppers ring up while on their daily or weekly rounds. Some supermarkets have sub-contracted third-parties to supply and manage these in-store food counters.
The launch of Viva could also mean that the UAE’s supermarket scene is ready for the “discount” wave that German chains Aldi and Lidl unleashed first in Europe and then, more recently, in the US. What they did was pull in a committed price conscious shopper base to their stores and at the expense of the established supermarket brands.