James Franklin Burns
Analyst · Scotiabank
Thank you, operator. Good afternoon, everyone, and thank you all for your interest in our company.
With me here in Edmonton is our CFO, David Gordey. As discussed in detail in our MD&As for the past 2 quarters, we've launched a strategic plan to regain our market leadership in liquor and establish a world-class cannabis business.
As we focus on long-term value enhancement for our shareholders over the next 2 to 3 years, our results in the interim will need to be viewed in the context of the myriad of initiatives underway to become a dynamic growth-oriented company.
Since our last earnings conference call in mid-March, we have made progress on all our initiatives, including the hiring of 2 incredibly talented retail leaders, Paul Reid and Paul Wilson, to lead our liquor and cannabis teams, respectively.
Both Mr. Reid and Mr. Wilson have a significant breadth of retail experience, and have been leaders in some of Canada's most popular and profitable and iconic retail brands and businesses.
These 2 leaders embody the culture shift the company is implementing, and they're going to be instrumental in moving us forward.
Late last month, the company launched a discount liquor store banner called Deep Discount Liquor, with the conversion of 5 underperforming liquor stores to this new banner. The success of this initiative has led us to the decision to open 5 more tomorrow. This banner will be used in a select number of strategically chosen locations to regain customers lost to new discount competitors, who had located next to us.
Our store renovation initiative is well underway, on time and on budget. 11 renovations were successfully completed in Q1 of this year, and we remain on track to complete approximately 50 stores by the end of the calendar year.
Our objective is to regain lost customer loyalty and trust by delivering a superior customer experience at great value and by creating a customer service culture in our stores that the competition simply cannot match with their low-price, poor-service business models.
Customer reaction to the renovations completed to date has been very encouraging.
On the cannabis front, there remains regulatory uncertainty as to how many stores we might be able to open this year, let alone where and when. Federal, provincial and municipal governments are all working to clarify the details of how cannabis will be sold.
We're building our team and our options for any contingency in the interim, and we'll be ready in each jurisdiction when the time comes. We're making the necessary investments now.
With respect to our Q1 2018 financial results, our Canadian same-store sales were slightly negative. However, we believe based on information from our vendors and market intelligence that our sales decline was less than the declines experienced by our competitors. And therefore, we achieved our objective of increasing market share in Alberta during the quarter.
I'll now turn the call over to our CFO, David Gordey, who will go through the results.