The proposed method is an improved chemical flooding of an oil reservoir, especially one containing heavy oil or bitumen, that is cheaper than traditional chemical flooding techniques. This is obtained by viscosifying the displacing phase with a polyol, such as glycerol and/or its derivatives. Glycerol and its derivatives are an excellent additive because they are cheaper than the more commonly used chemicals, work only as a viscosifying agent, do not alter the reservoir properties, and have a wide range of viscosity facilitating the displacement of a wider range of heavy oils. This improved chemical flooding can be used with any other enhanced oil recovery technique, including thermal means, solvent assisted and polymer floodings.