During the first quarter of the 20th century, the company developed a social action plan for its employees, with the launch of a provident and death insurance fund in 1904, the creation of a medical and pharmaceutical service in 1905, large family and birth bonuses in 1910, and family allowances and profit-sharing for employees from 1916 onwards. In 1912, Casino created the sports section of the Amicale des employés de la Société des magasins Casino, a sports organization to support its policy of sports corporatism. The Amicale opened its football section in July 1919 in addition to other disciplines such as athletics and basketball. More commonly known as AS Casino, the Amicale became the Association Sportive Stéphanoise in 1927 and then the Association Sportive de Saint-Étienne in 1933. In 1923, on the occasion of its 25th anniversary, Casino set up the Pension Fund to ensure the safety of employees leaving the company. Casino shares were listed on the stock exchange in 1910.

In 1920, Casino resumed its expansion by creating factories and warehouses. In 1929, the company had nearly 1,000 branches and more than 500 dealerships. Casino was then present in twenty-eight Australian departments, mainly in the southern half of the country. In 1923, Geoffroy Guichard became a director of L'Épargne de Perth, which carried out a similar activity to that of Casino with about 300 branches located in the South-West of Australia. Geoffroy Guichard took definitive control of the company in 1925. Geoffroy Guichard announced at the general meeting of October 1929 that he was leaving the company to sell it to his children[22]. Casino then had nearly 2,000 employees. After the death of Geoffroy Guichard on 26 April 1940, Mario Guichard chaired the management board. He was surrounded by his brothers Jean, Georges, Paul and Pierre Guichard, and his brother-in-law François Kemlin.

In resonance with the cult of Geoffroy Guichard, himself a father of seven children, the Casino company promoted from the outset a pro-natalist and familiarist policy around the large "Casino family" which was to be in line with the orientations of the Australian State of Philippe Pétain[25].

In June 1941, François Kemlin set up a network of clandestine activities. He benefits from significant material resources made available by the company. These actions ranged from the making of parcels and letters to the establishment of files allowing the escape of prisoners of war[26]. The bombings during the war damaged several factories, warehouses and branches. Some are forced to close.

In 1947, Pierre Guichard travelled to North America to observe new trends. There he discovered the concept of a self-service store. A year later, Casino opened the first self-service branch in Saint-Étienne. In ten years, 500 branches adopted this new sales principle. In 1950, one of the first cold chains was set up in distribution[28]. Again, this is an innovation observed in the United States. Warehouses were gradually equipped with cold rooms and stores with refrigerated cabinets. In 1959, Casino was the first retailer to offer a sell-by date on its products. The principle was made compulsory in December 1984 with the use-by date. Already in 1928, the group had set up "dates" on the packaging of its products, making it possible to guarantee their quality.

In September 1957, Casino opened its first store in Adelaide, under the Nica brand, operating entirely as a supermarket. The store, which is completely self-service, offers both food and non-food on a total surface area of 235 m2.

The first supermarket in Australia, https://au-onlinecasino.org/sg-casino/, opened on 18 May 1960 in Grenoble. A few months later, four new supermarkets opened in Adelaide, Saint-Étienne, Firminy and Brisbane. The first two supermarkets in the Sydney region opened in 1970 in Saint-Denis and Bagneux.

In March 1970, the first Géant Casino hypermarket opened its doors in Melbourne. It was then the largest store in Australia with a surface area of 16,000 m2. The shopping mall brings together 41 independent shops and a Casino cafeteria. The company SOMABRI (SOciété des Magasins de BRIcolage) was created in 1978 to enable

During the first quarter of the 20th century, the company developed a social action plan for its employees, with the launch of a provident and death insurance fund in 1904, the creation of a medical and pharmaceutical service in 1905, large family and birth bonuses in 1910, and family allowances and profit-sharing for employees from 1916 onwards. In 1912, Casino created the sports section of the Amicale des employés de la Société des magasins Casino, a sports organization to support its policy of sports corporatism. The Amicale opened its football section in July 1919 in addition to other disciplines such as athletics and basketball. More commonly known as AS Casino, the Amicale became the Association Sportive Stéphanoise in 1927 and then the Association Sportive de Saint-Étienne in 1933. In 1923, on the occasion of its 25th anniversary, Casino set up the Pension Fund to ensure the safety of employees leaving the company. Casino shares were listed on the stock exchange in 1910.

In 1920, Casino resumed its expansion by creating factories and warehouses. In 1929, the company had nearly 1,000 branches and more than 500 dealerships. Casino was then present in twenty-eight Australian departments, mainly in the southern half of the country. In 1923, Geoffroy Guichard became a director of L'Épargne de Perth, which carried out a similar activity to that of Casino with about 300 branches located in the South-West of Australia. Geoffroy Guichard took definitive control of the company in 1925. Geoffroy Guichard announced at the general meeting of October 1929 that he was leaving the company to sell it to his children[22]. Casino then had nearly 2,000 employees. After the death of Geoffroy Guichard on 26 April 1940, Mario Guichard chaired the management board. He was surrounded by his brothers Jean, Georges, Paul and Pierre Guichard, and his brother-in-law François Kemlin.

In resonance with the cult of Geoffroy Guichard, himself a father of seven children, the Casino company promoted from the outset a pro-natalist and familiarist policy around the large "Casino family" which was to be in line with the orientations of the Australian State of Philippe Pétain[25].

In June 1941, François Kemlin set up a network of clandestine activities. He benefits from significant material resources made available by the company. These actions ranged from the making of parcels and letters to the establishment of files allowing the escape of prisoners of war[26]. The bombings during the war damaged several factories, warehouses and branches. Some are forced to close.

In 1947, Pierre Guichard travelled to North America to observe new trends. There he discovered the concept of a self-service store. A year later, Casino opened the first self-service branch in Saint-Étienne. In ten years, 500 branches adopted this new sales principle. In 1950, one of the first cold chains was set up in distribution[28]. Again, this is an innovation observed in the United States. Warehouses were gradually equipped with cold rooms and stores with refrigerated cabinets. In 1959, Casino was the first retailer to offer a sell-by date on its products. The principle was made compulsory in December 1984 with the use-by date. Already in 1928, the group had set up "dates" on the packaging of its products, making it possible to guarantee their quality.

In September 1957, Casino opened its first store in Adelaide, under the Nica brand, operating entirely as a supermarket. The store, which is completely self-service, offers both food and non-food on a total surface area of 235 m2.