Auchan’s ATAC Expansion: A New Wave of Discount Retail in Romania
Romania’s retail landscape is shifting with Auchan’s aggressive expansion of its ATAC discount chain. The recent opening of the tenth ATAC store, and the first “Super Discount” format, in Bucharest’s Drumul Taberei district signals a strategic move towards capturing a larger share of the price-sensitive consumer market.
The Rise of the ‘Super Discount’ Model
Even as ATAC already had a presence with nine “hyper discount” stores across Romania – in cities like Brasov, Ploiesti, and Timisoara – the Drumul Taberei location represents a new evolution. This “Super Discount” format is designed for urban proximity, offering a compact shopping experience focused on speed, accessibility, and, crucially, low prices. According to Auchan Retail Romania, the aim is to provide a convenient option for both families and small business owners.
Location and Features of the New Store
The ATAC Super Discount in Drumul Taberei is located on Str. Brasov nr. 23C, opposite Drumul Taberei Park. The store boasts a surface area of over 2,200 square meters and carries approximately 6,000 different products. It operates daily from 7:00 AM to 10:00 PM and employs 55 people. Convenience is further enhanced by a 200-space parking lot, including designated spots for disabled customers and parents with young children, with two hours of free parking.
A Decade of Discount Retail
Auchan’s commitment to the ATAC format is evident in its rapid growth. The first ATAC store opened in Chitila, Bucharest, in April 2025. The retailer emphasizes a strategy of “prices at scale” and cascading discounts for larger purchases. Ioana Toșa, Director of Sales at Auchan Retail Romania, stated that the expansion is a “strategic step” and maintains the core ATAC principles of low prices and volume discounts.
What This Means for Romanian Consumers
The expansion of ATAC, and the introduction of the Super Discount model, intensifies competition within the Romanian retail sector. Consumers can expect increased price pressure and a wider range of options when seeking affordable groceries and household goods. This trend aligns with a broader European pattern of discount retailers gaining market share, particularly in the wake of economic uncertainty.
Frequently Asked Questions
What is the ATAC Super Discount format?
It’s a compact store format designed for urban areas, offering low prices and a quick shopping experience.
Where is the new ATAC Super Discount located?
It’s located on Str. Brasov nr. 23C in the Drumul Taberei district of Bucharest.
What are the store’s opening hours?
The store is open daily from 7:00 AM to 10:00 PM.
Is there parking available?
Yes, there is a 200-space parking lot with free parking for up to two hours.
Where are the other ATAC stores located?
ATAC stores are currently located in Brasov, Ploiesti, Timisoara, Târgu Mureș, Galați, Satu Mare, Sibiu, Chitila (Bucharest), Oradea, and Drumul Taberei (Bucharest).
Did you know? Auchan has been developing a modern, multi-format retail approach in Romania for two decades, adapting to evolving consumer needs.
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