My favorite supermarket chain in the world is a Colombian chain called D1. There's only one choice for most things and they're nearly all store brand. Prices are low, quality is consistently high (their wine/liquor buyer in particular is a genius), and because they aren't filling up aisles with 100 variations of the same thing, they can stock a little bit of everything in a small corner store. It is perfect.

Ask any psychologist at random and they'll tell you straight-up that excess choice drives people insane. It's even more infuriating because half the shit here comes out of the same chute, into seven different labeled bags with difference price tags because the suburban boat dads need to feel like they're buying something better than the filthy poors.