I've come here many times, and just assumed that I was getting a good deal, but never knowing for sure. I know for sure that produce is fresher and cheaper here, but not by how much. As for the other items, I would get berated by my fiancee that I am going to a speciality store and spending too much money.
But then I had a lot of time to kill the other day. I came to FF to buy my groceries. I bought mostly produce and sale items. And I left ground beef to buy at Loblaws, as experience taught me that chicken was cheaper elsewhere.
Then I took my receipt and went to Loblaws and did a little comparison. The majority of items in FF were cheaper! Case in point: eggplant at $9.95/kg (Loblaws) vs $4.95/kg, natural maple leaf cold cuts at $3.40 vs $6something. Even eggs at a few cents.
Whatever it is, I was still willing to pay a premium for only going to one store for my gluten free and natural food items that Loblaws doesn't offer.
My only complaint it that the sale yellow labels don't show the original price well, so how much am I really saving? Or I just have to assume it's cheaper.
More about the parking: there are some helper boys that will keep your cart watch and help load your groceries during the weekend.
Today when I came, you must beware of women on a mission to fill up their carts. They will bull doze you with their shopping cart if you're not careful. Don't really get it.