DiscoSupermarkets

"Disco, the right way!" Remember that slogan?

Supermercados Disco, born in the Copacabana of the 1950s amid the transformations that were modernizing Rio, was one of the first in Brazil to adopt the self-service system — inspired by North American models. There, customers would walk among the shelves, choose what they wanted, and take it directly to the checkout — a modern experience that soon won the hearts of cariocas.

Image description: The image is a black-and-white photograph of a supermarket called "Supermercado Disco." On the front of the building, there is a façade with large windows and a main entrance. To the left, we see people walking and interacting. On the right side, there is a classic car parked near the supermarket entrance. In the background, there is a police car parked near the supermarket. There is also a light post and some power lines crossing the image.

Quickly, Disco became a symbol of the new urban lifestyle. Going to the market became an event: background music, air conditioning and metal carts set the tone of modernity. In the 1960s and 1970s, the chain expanded, reaching 60 stores spread across the city, from north to south. It was a pioneer in mass promotions and colorful flyers with weekly deals — something unprecedented in Brazilian retail advertising.

Image description: The image is a black-and-white advertising poster. At the top, in large black letters, it reads "A GRANDE PARADA DA AVENIDA BRASIL" ("The Great Avenida Brasil Parade"). Below that is a logo featuring the words "GIGANTE Disco" prominently displayed. The logo is made up of large black letters, with "Disco" set inside a white circle. The bottom of the poster provides further information about the Gigante Disco supermarket, including its address on Avenida Brasil, number 9,561, and at Rua Comandante Vergueiro da Cruz, number 380. There are also mentions of the supermarket's grand opening, scheduled for 10 o'clock.

And the chain went further: it also created Rio's first hypermarkets. There were three of them. O Gigante, as it was known, was located in the Bairro de Fátima neighborhood and served the population of downtown. O Discão, on Avenida Brasil, catered to customers from Rio's suburbs. O Boulevard, which occupied the former Fábrica Confiança Industrial, in Vila Isabel, supplied the Greater Tijuca area. In this last one, the Disco brand kept the architectural structure of the old textile factory.

Disco's communication strategy also deserves attention: in newspapers and magazines, the ads emphasized the supermarket's practicality and sophistication. The campaigns featured elegant housewives and happy families, associating consumption with the idea of progress, comfort, and well-being — values of the new urban middle class.

Image description: The image is a black-and-white advertising poster. At the top, there is an illustration of television antennas. Below them, "SESSÃO DAS 5" is written in large letters. Next, there is a line mentioning that it is the most complete women's program on TV Tupi. Following that, there is information about the show's time and the broadcaster's channel. The poster features a list of topics covered on the program, such as fashion, soap operas, cinema, cooking, beauty, ornamental plants, decorating, women's news, and first aid. At the bottom, there is an invitation to watch the program and information about Disco supermarkets, including addresses and recommended products.

On television, Disco sponsored the "largest and most complete women's television program in Brazil," "Sessão das 5," aired on TV Tupi and hosted by Wilma Rocha. The program featured "fashion, soap opera, cinema, culinary arts, beauty tips, ornamental plants, decoration, women's news, and first aid." In the commercials, humor was the star — with names like Tião Macalé, Marina Miranda, and Cláudia Jimenez.

Over time, the market changed. Large national and international chains arrived in the country. Amid financial difficulties, Disco ended up being sold, in the 1990s, to the Paes Mendonça chain.

Image description: This is a black-and-white photograph of a supermarket called "Disco Gigante." The image shows a long line of people waiting to enter the establishment. On the left side, we see the supermarket's name in large, light-colored letters. In front, there is a main entrance with glass doors. In the central part, several people are lined up, waiting to go in. In the background, we see urban buildings, including a large building with many windows.