Bónus Lengthens Opening Hours, Gives Mascot Controversial Makeover Skip to content

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Photo: Bónus, Facebook.

Bónus Lengthens Opening Hours, Gives Mascot Controversial Makeover

As of Friday, Bónus will have longer opening hours. Vísir reports that the extension was announced to customers at the same time that the discount grocery chain unveiled that its mascot, the iconic Bónus pig—an off-kilter, droopy-eyed swine that appeared to be recovering from a hard night out—had undergone a makeover. But while the later shopping hours will undoubtedly be welcomed, not all locals are equally enthused about the popular porker’s facelift.

Bónus CEO Guðmundur Marteinsson says the chain extended its hours in response to calls from consumers. “This is the complaint we receive most often,” he explained. “But we’re cost-conservative and opening hours are part of the cost. But by keeping the opening hours within reasonable limits—we’re not extending them by much—we believe we can implement this without increasing the cost too much. Prices won’t change because of this adjustment.”

Previously, Bónus closed at 6:30 pm. From now on, however, seven Bónus locations will be open until 8:00 pm every day: in the capital area, Smáratorg, Skeifan, Spöngin, Fiskislóð, and Mosfellsbær, as well as Helluhraun in Hafnarfjörður and Langholt in Akureyri. The remaining locations will be open until 7:00 pm. In addition, Bónus will open an hour earlier on Sundays, or 10:00 am.

‘He was always a bit cockeyed’

The original Bónus mascot, via Facebook

Remarking on the controversial mascot transformation, Guðmundur said, “We’ve just streamlined him a little—it isn’t that big a change. We took out one or two lines that it’s always looked like we forgot to erase when he was initially designed,” he continued, pointing to a crinkle on the Bónus pig’s nose and an extra line on his back.

More dramatic, however, is the adjustment of the pig’s left eye. “He was always a bit cockeyed,” Guðmundur said. “But as I see it, this is part of our evolution.”

The brand’s font has also been adjusted, moving from a blocky serif font to a cleaner sans serif.

‘Long live the Bónus pig!’

Change does not always come easy, though, and some locals took to social media to mourn the mascot.

“What kind of sick joke is this?” wrote Hrafn Jónsson on Facebook. “You take one of the most iconic pigs of all time and mess with it? […] What kind of personality-less impostor is this?”

“Why can’t *anything* be left alone in this country?” tweeted @siggiodds. “What is the point/goal? Take the nuance, the history, and the humor away so you’re left with just an empty, generic shell?”

Rex Beckett

The transformation has also already inspired several memes. “Long live the Bónus pig!” proclaimed Rex Beckett on Facebook, screen-capping the messages she sent directly to the company. “I just wanted to say that I am extremely sad about the decision to change the Bónus Piggy’s look,” she wrote. “He was a delightful little weirdo with such a fun personality and his wonky eye made everyone happy. […] Please let us hang onto our old friend.”

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