ATAC Opens New Super Discount Store in Bucharest – Drumul Taberei

Bucharest welcomed a new retail experience this week with the opening of ATAC Super Discount in the Drumul Taberei neighborhood, drawing hundreds of shoppers on Thursday, March 5th. This marks the tenth location for the ATAC chain nationally and the second in the capital city, following an earlier opening in Chitila in April 2025. However, this particular store distinguishes itself as the first ATAC location branded as “Super Discount,” signaling a new approach to value retail within the Auchan-owned network.

The new store, located at Str. Brașov nr. 23C, directly across from Drumul Taberei Park, spans over 2,200 square meters and offers approximately 6,000 different products. ATAC representatives describe the concept as “a simply designed store: low prices and cascading discounts for larger volumes, quick shopping, close to home.” This emphasis on affordability and convenience appears to be resonating with local residents, as evidenced by the large turnout at the launch.

The Drumul Taberei ATAC Super Discount isn’t just about size and selection; it’s designed with the customer experience in mind. A team of 55 employees will serve shoppers daily from 7:00 AM to 10:00 PM. Parking is available for 200 vehicles, with dedicated spaces for customers with disabilities (6 spots) and families with young children (6 spots). Customers can enjoy up to two hours of free parking while they shop, according to a press statement.

A New Format for a Growing Chain

ATAC has been steadily expanding its presence across Romania. Beyond Bucharest and Chitila, the chain currently operates hiper discount stores in Brașov, Ploiești, Timișoara, Târgu Mureș, Galați, Satu Mare, Sibiu, and Oradea. The introduction of the “Super Discount” format in Drumul Taberei represents a strategic evolution for the brand, aiming to cater to a broader range of shoppers seeking both value and efficiency. Ioana Toșa, Director of Sales for Auchan Retail Romania, explained that the new store is part of a two-decade-long effort to develop a modern, multi-format retail experience tailored to diverse consumer needs.

“We are maintaining the ATAC DNA based on low prices at scale and cascading discounts, which we are bringing into an environment adapted to the urban pace: fast, accessible and close to home, suitable for both families and small entrepreneurs,” Toșa stated. This suggests a focus on attracting both household shoppers and small business owners looking to stock up on supplies.

Auchan’s Retail Strategy in Romania

The opening of ATAC Super Discount in Drumul Taberei comes amidst broader developments within Auchan’s Romanian operations. In March 2026, reports surfaced regarding potential acquisition talks involving four Auchan centers in Romania, with Daniel Jellinek, a friend of Hungarian Prime Minister Viktor Orbán, reportedly a key player in the negotiations. Libertatea reports on these ongoing discussions, which could reshape the Romanian retail landscape.

This potential shift in ownership underscores the dynamic nature of the Romanian retail market and Auchan’s ongoing efforts to adapt its strategy. The expansion of the ATAC chain, particularly with the introduction of the Super Discount format, appears to be a key component of this adaptation, positioning the brand as a competitive force in the value retail segment.

What’s Next for ATAC?

The success of the Drumul Taberei location will likely inform ATAC’s future expansion plans. While no specific announcements have been made regarding additional Super Discount stores, the positive reception to this new format suggests it could become a significant part of the chain’s growth strategy. Auchan Retail Romania will likely be closely monitoring sales data and customer feedback to assess the viability of replicating the Super Discount model in other urban areas across the country. The company’s continued focus on adapting to evolving consumer needs and maintaining competitive pricing will be crucial for its long-term success in the Romanian market.

You can find more information about ATAC locations and offerings on the Auchan ATAC website and through their official Facebook page.