Vintage Toronto Ads: Party at the PoP Shoppe
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Vintage Toronto Ads: Party at the PoP Shoppe

Celebrate the grand opening of a childhood favourite's newest location!

Source: the Toronto Star, October 21, 1976.

For a child growing up in the 1970s or early 1980s, a trip to a PoP Shoppe depot was an eagerly awaited adventure. Running around the stacks of red cases filled with a rainbow of soda flavours, you’d wonder which varieties your parents were going to let you pick: Black Cherry? Lime Ricky? Tall bottles or stubbies? Spokespeople like Captain Cola and former Maple Leaf Eddie Shack didn’t need to do much enticing to get kids to drink the stuff.

Launched in London, Ontario, in May 1969, the PoP Shoppe built its initial business model on selling cases directly to the public from its own factory/warehouse facilities, at prices that were half of what supermarkets charged. Customers were, however, charged a three dollars deposit per case to ensure the bottles would be reused. The company estimated that the fee, considered high at the time, was responsible for 99 per cent of bottles being returned. When this ad appeared, most of the bottles produced when the company launched were still in circulation, in fact. In an interview with the Star, president Bruce Westwood touted the PoP Shoppe system’s benefits to the environment: “Can you imagine the amount of energy that would go into the manufacture of 35 cases of canned pop and the cartons, and the extra energy needed to destroy them all?”

The company was in rapid expansion mode by the time the Dufferin and Lawrence location opened; sales rose from $1.2 million in 1973 to $17.1 million in 1976. Officials believed they could open 15 new plants a year, widen the franchisee base, expand into the United States, and enter joint ventures around the world. But the company was too ambitious in its goals: its debt-ridden foray south of the border proved the beginning of the end. Bottlers and franchisees complained of massive mark-ups designed to recoup corporate losses, and supermarket chains improved the quality and selection of their generic soda offerings. After the corporate parent went into receivership in late 1982, several bottlers attempted to keep the PoP Shoppe name alive, but it slowly faded from view until 2004, when the brand was revived as a nostalgic drink.

As for the location celebrated in today’s ad? The site was last used as a medical supply store. Hints of the building’s past lay in its architecture—compare the shape of the white section above the storefront to the PoP Shoppe logo in the ad.

Additional material from the May 25, 1977, edition of the Toronto Star.

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