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Maxi is a discount grocery retailer based in Quebec, Canada. Founded in 1984 by Provigo, it is a division of Loblaw Companies and the largest of Loblaws' Quebec supermarket chains. Maxi is the Quebec equivalent of No Frills, a chain of franchised discount grocery stores outside Quebec, except that Maxi stores are owned by the company. Over 7,000 people are employed at the Maxi and Maxi & Cie stores across Quebec. Maxi's slogans are "Imbattable. Point final." ("Unbeatable. Period"), which references their price match guarantee, and "Maxi, ben oui, Maxi" ("Maxi, well yes, Maxi"), the latter of which is often uttered by their spokesperson, comedian Martin Matte, in their television ads.