Word: minimax
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...military-dominated government, has been under a state of siege for nearly three months. Terrorists there began attacking military installations in April. Just before Governor Nelson Rockefeller's visit to Buenos Aires on a fact-finding mission for President Nixon last June, they fire-bombed 13 Minimax supermarkets-a chain controlled by Rockefeller family interests. A few days later, four gunmen shot and killed Augusto Vandor, Argentina's leading labor unionist. Uruguay's Tupamaros (TIME, May 16) regularly embarrass the democratic government of President Jorge Pacheco Areco. In June, the Tupamaros set fire to a General Motors...
...Ridiculous. The new store is the latest addition to a fast-growing, American-owned international supermarket chain called Minimax (for "minimum prices, maximum quality"). Minimax is devoted to the idea that the emerging consumer class in Europe and elsewhere strongly wants such Yankee selling innovations as self-service, the checkout counter, prepackaged and frozen foods, big stores and plenty of parking space-and it tries to give them what they want in each of its 19 stores. Sometimes the buyers are so eager for American goods that they act a bit ridiculous. Last week's shoppers...
...Minimax has gone into Rome with two stores in the last six months, plans four more within two years, including a 66,000-sq.-ft. circular supermarket that will be Europe's largest single food store. The largest store now is also owned by Minimax: its Pryca store in Madrid, which sells TV sets as well as T-bone steaks, also provides shoe repair and coin-operated laundry service. So successful is the store that the chain is already building three more stores in Madrid, two in Barcelona and one in Malaga...
...Minimax chain is owned by two American brothers, Ralph Brandon, 65, and David Brandon, 61, who first ventured into the supermarket business 20 years ago in Cuba after making a fortune there in textile mills and finance. Despite some skepticism that Latin men would never be seen pushing a grocery cart, their first supermarket in Havana was an immediate success, and soon the brothers Brandon owned a chain of 14 stores in Cuba. When Castro nationalized their stores in 1960, the Brandons started anew in Mexico, where they now own four stores and operate twelve others...
...been proved wrong." The Brandon brothers have been helped, of course, by their flair for promotional showmanship and their insistence that their stores mark prices low enough to ensure fast turnover (the new Rome store's expected gross this year: $5,000,000). After only a year, Minimax is well on its way to becoming one of the largest retail food chains in Europe. The Brandon brothers plan eventually to spread north to the even more lucrative markets of France and West Germany...