An independent study of LCBO, The Beer Store and convenience stores has shown that the LCBO fares poorly when it comes to checking minors for age. The study, conducted by independent research firm Statopex Field Marketing on behalf of the Ontario Convenience Stores Association, used two groups of secret shoppers, minors aged 15-18 and young adults aged 19-24, to randomly test retailers on how well they check for age.
“Using professionally trained secret shopping candidates, we investigated how well each of the LCBO, The Beer Store and chain convenience stores checked for age in locations all around Ontario,” said Jeff Wright, Executive Vice President, Statopex Field Marketing. “Based on a trusted and proven secret shopping methodology, this study revealed that convenience stores test best when checking for age, followed by The Beer Store and LCBO.”
When tested with underage secret shoppers (age 15-18), convenience stores scored the highest with an 87.3% pass rate, The Beer Store next with 80.7% and LCBO last with 74.6% – meaning 1 in 4 minors successfully purchased age-restricted products from LCBO, and 1 in 5 from The Beer Store – compared to 1 in 8 for convenience stores.