Why Pay Double at Loblaws?

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One thing I really don't get is why people continue to shop at Loblaws. With all the other grocery store options out there today - be it a local market in Kensington or a big box store like Costco - the Loblaws proposition just doesn't seem to add up.

For the last few months I've been buying a lot of groceries at the No Frills at Dundas and Lansdowne. It's a nice, clean store with great produce, plenty of parking and good prices. In fact, as far as I can tell, prices on pretty much everything are cheaper than at their sister chain Loblaws. (Loblaws and No Frills are both owned by Loblaw Company Limited)

While No Frills is theoretically a more downscale shopping experience than Loblaws, I fail to grasp what frills I would be getting at Loblaws that justify paying twice the price for a bunch of rapini. What's selling today for 97 cents at No Frills costs $1.99 at a Loblaws at St. Clair and Bathurst.