Supeco discount supermarket chain is expanding presence in Senegal

CFAO, a prominent franchise partner for the French-based Carrefour supermarket group in West Africa, has signalled a likely expansion plan in Senegal by opening its first Supeco discount supermarket located outside the capital city of Dakar. 

The new outlet is in M’bour, a small coastal city and tourist resort approximately 80 kilometres south of Dakar. It has a population of around 230,000 people. 

This latest store opening means that there are now five Supeco discount supermarkets in the country. 

“Supeco targets the budget segment and gives both individuals and businesses the option to buy retail or in bulk. The first Supeco store opened in April 2019 in Dakar,” explains the CFAO Group on its website. 

CFAO operates in Cote d’Ivoire, Cameroon and Senegal. It is also a partner of e-commerce company Jumia, which enables it to expand its offering through online sales. 

A rebirth of sorts in Senegal 

“The opening marks a rebirth of sorts for the Supeco brand in Senegal. The last store opened in April 2023, but its El Mansour and Pikine branches in Dakar were effectively destroyed during political riots in June 2023,” comments Trendtype, the London-based emerging markets consultancy. 

“They (the Supeco brand) represent a defined growth of discount retail in markets where supermarkets have typically been premium retail outlets catering to wealthier consumers. CFAO had adopted a measured approach to opening Supeco stores, focusing on just four cities: Abidjan, Dakar, Douala and Yaoundé.” 

In Senegal, Supeco is in competition with Auchan Max, the discount supermarket sub-brand of Auchan, which is also a French-based retail group.  

“The contest between two international discounters will be good for consumers, including trade customers, but will hit independent wholesalers and likely undercut their prices,” comments Trendtype.