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Seems that Big Chain in Shreveport was pretty snippy back in 1940 when United Gas came to town from Houston.Funny thing is that two of those competitors ended up in Shreveport later on...Weingarten came to town in 1957, and Henke and Pillot (via Kroger by that time) came a little later on via an acquisition of Childs Food Stores. Kroger bought Big Chain in 1960.
Dominion in Canada also used the words "Master Market" to advertise its first freestanding postwar supermarkets. It's an alliterative term that seems to have resonated across a broad swath of the industry.
"The pale pastels which have been featured in most food stores during the past 20 years are no longer in tune with the mood of the 1970s."