Demoulas unveils 4% yearlong discount

Demoulas Market Basket on Monday said its newly launched promotion offering 4% discount on all purchases for the duration of the year was part of a long-term investment to increase sales, win new shoppers and strengthen its brand.

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According to Market Basket sales flyers, the discount program — which excludes beer, wine, cigarettes, gift cards, lottery and milk — is offered as a “thank-you for continued loyalty and patronage,” and includes sale items. The discount is effective until Dec. 27.

It was not clear the degree to which the program represented results of renegotiations with suppliers, internal cost reductions or a combination of factors.

Officials of Demoulas, based in Tewksbury, Mass., did not comment beyond a press release describing the new program.

“The Additional 4% Off Promotion caters to every shopper and is designed to thank Market Basket’s many valued customers, and to also serve as a welcoming invitation to new customers to experience ‘More for Your Dollar’ shopping,” the company said. “Market Basket will continue to keep existing prices low and continue to feature a large variety of weekly specials in its circular.

“The Additional 4 % Off Promotion is a reward for its loyal customers and an investment towards a long term growth strategy to attract new customers, increase sales, and continue to strengthen and build Market Basket’s brand identity,” Market Basket added.

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