Ahold Delhaize Debuts New Delhaize Store Format Focused on Convenience and Inspiration

Fri. September 21st, 2018 - by Robert Schaulis

ZAANDAM, THE NETHERLANDS - Ahold Delhaize introduced a new store concept last week. The Delhaize banner opened the first iteration of a new convenience-focused supermarket based on the brand’s recently updated positioning.

Xavier Piesvaux, CEO, Delhaize"Delhaize is listening more than ever to its customers in order to respond even better to their current needs,” said Delhaize CEO Xavier Piesvaux, in a press release. “I believe that we have succeeded with this new store, and we will soon launch even more new concepts.”

In that press release, the company noted that the new store concept was developed after a thorough analysis of customer needs; it leaves the classic store design to respond to the ever-evolving expectations of today’s consumers.

The renewed store location opened September 20th, 2018 in Nijvel, Belgium. It’s the first of nine newly reconceptualized stores expected to open in 2018, and the company is launching an additional 36 more in 2019. The remodels are part of an ongoing commitment on the part of the Delhaize brand to invest €200 million ($235.27 million USD) each year to renovate its owned and independent stores.

The remodels are part of an ongoing commitment on the part of the Delhaize brand to invest $235.27 million USD each year to renovate its owned and independent stores

The new stores will feature the following:

  • A “Fresh Atelier” offering ready-to-eat meal solutions freshly prepared on a daily basis, using recipes that contribute to a balanced diet. In order to combat food waste, the company plans to use fruit juices and soups of the day made using unsold products from the fruit and vegetables department
  • A “fresh triangle” that the brand calls “the heart" of Delhaize’s new store concept. The fresh triangle includes the bakery department, fruits and vegetables, prepared meals, sushi, fish, meat, a new concept butcher’s shop, cheese and charcuterie, and a vegetarian range of products—all staffed by expert associates
  • A wider selection of products—as many as 20,000 in-store items—and a spotlight on organics and environmentally friendly formats such as the bulk department

The new concept store will also offer digital channel shoppers a more streamlined experience. The store offers both “Collect,” which enables customers to pick up products they have ordered via Delhaize.be, and the chance to order online while shopping through five screens positioned within the store.

To read more about the new store format, click here.

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