Superstore marks the return of Loblaw's superstore format in the Greater Toronto Area after the unsuccessful launch of the SuperCentre format in the 1980s and 1990s. In the early 21st century, Loblaw brought the Superstore banner to Ontario as a response to the introduction of large grocery sections in most Canadian Wal-Mart stores and other department stores, and as a pre-emptive strike against any plans by Wal-Mart to bring its "Supercenter" format to Canada. Originally, Ontario stores were co-branded with the local Loblaw banner (i.e., "Loblaws - The Real Canadian Superstore"), but most shortened their name to reduce confusion and allow separate weekly specials for each chain.