Word: landerneau
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GROCER Eouard Leclerc of Landerneau, France, and Homebuilder John Long of Phoenix, Ariz, have much in common: they are both young entrepreneurs who have startled their respective industries by bringing low costs and high volume. See BUSINESS, Apostle Behind the Counter and How to Live Like a Star...
...started out by studying to be a Roman Catholic priest, changed his mind, and decided that he could help the poor more by donning a grocer's apron and bringing down the cost of living. Nine years ago, with $40, he opened a stall behind his house in Landerneau, near Brest, offering staple groceries only 8% above cost. Today some 30 Leclerc-sponsored groceries are operating in Brittany, Normandy and central France, and the movement is spreading over the nation. Recently, a rumor that a Leclerc store was about to be opened in Tours dropped food prices...
...serve the U.S., with a population nearly four times as great, the French people are forced to pay among the highest food markups in the world. When Leclerc began offering 20% off on staple groceries, with up to 70% off on chocolates, razor blades and other specialties, his Landerneau competitors went to war to protect their entrenched position. They first spread false rumors that he was a tool of the church, French labor unions or the French employers' federation. As customers continued to crowd his store, increasing his sales from $26,000 to $700,000 a year, his competitors...
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