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This Quebec grocery chain beat IGA, Metro & Provigo in a new in-store experience ranking

<img src="https://www.mtlblog.com/media-library/customers-shop-at-an-avril-store-in-quebec.jpg?id=59807039&width=1245&height=700&coordinates=45%2C0%2C45%2C0"/><br/><br/><p>Grocery shopping in Quebec can be a very different experience depending on where you go — some stores make it easy and enjoyable, while others leave you frustrated before you even hit the checkout. Now, a major new study has revealed which grocery chains are actually getting it right.</p><p>The <a href="https://documents.leger360.com/hubfs/WOW%202025/WOW%20Livret%20des%20r%C3%A9sultats%202025%20EN_20250121.pdf" target="_blank">2025 WOW Study by Leger</a> surveyed over 16,000 Quebecers and had each retailer evaluated by around 400 recent visitors. Shoppers rated their in-store experiences based on everything from product quality and pricing to staff service, cleanliness, and layout.</p><p>But when it came to crowning a champ, one Quebec-based chain came out way ahead of the rest — and no, it wasn't IGA, Metro, or Provigo.</p> <h3>The top-rated grocery store in Quebec is... Avril Supermarché</h3> <p>The Quebec-based chain Avril came out on top in the province's grocery sector, scoring an impressive 79.5 out of 100 on Leger's WOW Index — a ranking system based on 16 customer experience factors, including staff attentiveness and store ambiance.</p><p>Trailing well behind were big names like:</p> <ul> <li> <strong>Metro / Metro Plus</strong> – 70.4</li> <li> <strong>IGA / IGA Extra</strong> – 70.3</li> <li> <strong>Supermarché PA</strong> – 70.0</li> <li> <strong>Rachelle-Béry</strong> – 68.1</li> <li> <strong>Adonis</strong> – 66.3</li> <li> <strong>Provigo / Provigo Le Marché</strong> – 64.1</li> <li> <strong>Maxi / Maxi & Cie</strong> – 62.0</li> <li> <strong>Super C</strong> – 62.4</li> </ul> <p>Rounding out the bottom of the grocery rankings in Quebec were Intermarché, Bonanza, and Fruiterie Sami Fruits, with scores dipping into the mid-50s and low 50s.</p> <h3>What is Avril?</h3> <p>Avril Supermarché Santé is a Quebec-owned natural food market that blends the vibe of a health food boutique with the selection of a full-service grocery store. It's known for its minimalist layout, organic products, and specialty health and wellness items — think kombucha on tap, a natural cosmetics section, and in-store bistros serving plant-based meals.</p><blockquote class="instagram-media" data-instgrm-permalink="https://www.instagram.com/p/CzY-HXvrPc-/" data-instgrm-version="4" style="background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:658px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);"> <div style="padding:8px;"> <div style="background:#F8F8F8; line-height:0; margin-top:40px; padding:50% 0; text-align:center; width:100%;"> <div style="background:url(data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAACwAAAAsCAMAAAApWqozAAAAGFBMVEUiIiI9PT0eHh4gIB4hIBkcHBwcHBwcHBydr+JQAAAACHRSTlMABA4YHyQsM5jtaMwAAADfSURBVDjL7ZVBEgMhCAQBAf//42xcNbpAqakcM0ftUmFAAIBE81IqBJdS3lS6zs3bIpB9WED3YYXFPmHRfT8sgyrCP1x8uEUxLMzNWElFOYCV6mHWWwMzdPEKHlhLw7NWJqkHc4uIZphavDzA2JPzUDsBZziNae2S6owH8xPmX8G7zzgKEOPUoYHvGz1TBCxMkd3kwNVbU0gKHkx+iZILf77IofhrY1nYFnB/lQPb79drWOyJVa/DAvg9B/rLB4cC+Nqgdz/TvBbBnr6GBReqn/nRmDgaQEej7WhonozjF+Y2I/fZou/qAAAAAElFTkSuQmCC); display:block; height:44px; margin:0 auto -44px; position:relative; top:-22px; width:44px;"> </div> </div> <p style=" margin:8px 0 0 0; padding:0 4px;"> <a href="https://www.instagram.com/p/CzY-HXvrPc-/" style=" color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;" target="_top">See on Instagram</a> </p> </div> </blockquote><script async="" defer="" src="//platform.instagram.com/en_US/embeds.js"></script><p>The chain was founded in Granby in 1995 and now operates <a href="https://avril.ca/en/avril-stores" target="_blank">over a dozen locations across Quebec</a>, including in Brossard, Laval, Lévis, Longueuil, Mascouche, and Quebec City. You won't find one on every corner, but if you spot one, expect a very different grocery experience from your typical big-box setup.</p><p>You can explore the entire Leger study <a href="https://documents.leger360.com/hubfs/WOW%202025/WOW%20Livret%20des%20r%C3%A9sultats%202025%20EN_20250121.pdf" target="_blank">here</a>. </p><p><em>Love this? Check out our <a href="https://www.mtlblog.com/notices/" target="_blank">MTL Blog noticeboard</a> for details on jobs, benefits, travel info and more!</em></p> <p><em>AI tools may have been used to support the creation or distribution of this content; however, it has been carefully edited and fact-checked by a member of MTL Blog's Editorial team. For more information on our use of AI, please visit our <a href="https://www.mtlblog.com/editorial-standards" target="_blank">Editorial Standards page</a>.</em></p><p><br/></p>