A new No Frills location will soon shake up the grocery landscape in downtown Toronto's Moss Park neighbourhood.

The Loblaws-owned discount grocer has filed building permits with the City of Toronto to construct its next outpost in the Shuter and Church area, a pocket of the neighbourhood in the process of a substantial residential boom.

Building permit applications were filed in late August for the new location planned at 77 Shuter Street, which will be built into the base of a recently constructed condominium development.

Looks like our neighbourhood is finally getting some competition for groceries. It’s a Loblaws-owned No Frills store, but I’ll take it so I’m not always complaining about the Gould St. Metro. pic.twitter.com/U4dsIN2pmH

— Sean Marshall (@Sean_YYZ) September 22, 2024

It's just the latest local move in a major expansion of the No Frills banner that has seen the rebranding of existing Loblaws stores and the opening of new urban concept formats. No Frills' brand expansion comes at a time when many struggle to afford groceries and a surge in the popularity of discount retailers.

And it seems like the location couldn't be better for the brand.

The closest grocery store — a Metro location on Gould Street — is located a few blocks away. That's not far by any means, but the new 77 Shuter location will give No Frills a foothold on the ongoing full-block redevelopment of a former parking lot on Mutual Street expected to host thousands of residents once fully built out.

The condo tower at 77 Shuter marked the first completed phase of this significant residential complex when the first residents moved in back in 2019. Its main retail space has sat vacant since construction crews vacated five years earlier, but this stretch of sidewalk is about to get quite the jolt of life.

Google Street View.

No Frills has yet to announce an opening date for its new 77 Shuter Street location.