These names replace the former hierarchy of 'Eroski', 'Maxi', 'Consum' and 'Charter', the latter of which was the name reserved for smaller franchise stores. This rebranding took place during the course of 2003-2004 in an effort to re-focus the company as the many different names confused customers. Indeed, regardless of the name over the door, customers inevitably referred to the shops as 'Eroski', not Maxi or Charter. Under the new name, consumers are referring to the company correctly.