Ahold Delhaize US: adapting its store design to win

Date : 22 November 2019

Ahold Delhaize’s US banner, Giant Food Stores, has opened two new Giant Heirloom Market stores in Philadelphia. We look at how the retailer has tailored the stores to the local communities.

Giant Heirloom Market, University City

In August 2019, Giant opened its second Heirloom Market in University City, at 3401 Chestnut St. The 925 sq. m store is located between University of Pennsylvania and Drexel University. It operates seven days a week, from 06:00 to 22:00.

More food-to-go options…

The store is situated in a busy area with a subway nearby. As such, the retailer has accommodated this by adding a large food-to-go and sushi offering, which have been well received. It also features an expanded frozen pizza section, kombucha on tap and a beer and wine department.

Other highlights include, a large free-from offering, Philadelphia-area food products, a do-it-yourself olive oil and vinegar blending station and a rapid bottle chiller. The store has partnered with local food purveyors, such as One Village Coffee, which offers a grind-your-own-beans option.

Payments can be made by DragonCard (Drexel University’s student payment card). Shoppers can order online for next-day pickup or delivery via Giant Direct, Powered by Peapod, and shop in-store using the Scan It! mobile app.

The store is personalised to the neighbourhood. For example, checkouts are labelled with local street names; Carlisle, Chestnut, Market, Race and Lancaster.

…and donations made to local organisations

At the opening ceremony, local businesses including Claudio Specialty Foods, High Street on Market, Isgro Pastries and One Village Coffee gave out free samples and demonstrations. The first 50 shoppers received US$10 gift cards and the first 250 shoppers received free Giant Heirloom Market cotton tote bags.

In addition, Giant made two US$2,500 donations. The first to the University of Pennsylvania's Agatston Urban Nutrition Initiative, which helps build healthy communities by promoting nutrition education in West Philadelphia. The second donation was given to a Drexel University-based non-profit that helps students share food excess with community members in need.

Store manager Angel Cordero commented, “Seeing the impressive crowd of students, professionals, and neighbourhood residents that came through our doors on our opening day, our entire team is energized by the enthusiastic response we’ve already received… We’re so excited to be part of the inspiring University City community.”

Giant Heirloom Market, Northern Liberties

More recently, Giant opened its third Giant Heirloom Market in Northern Liberties, at 1002 N. Second St. The retailer said the two-level, 1,350 sq. m store is the first of its kind. It is open seven days a week, from 07:00 to 22:00.

The Underground providing beer on tap and gaming…

Due to its location, Giant said the store will serve a younger demographic. As such, it has added a taproom, holding a 37-tap self-pour beer wall and gaming area called the Underground. The Underground will have seating, wine and beer to purchase, a food menu, free arcade games, WiFi, and a Scrabble wall.

The underground also offers Giant Heirloom’s exclusive beer, brewed by Roy Pitz Brewing Co., called Heirloom IPA, and a signature sparkling wine, called Heirloom. Customers who want to open a tab to enjoy the drinks on tap are given a wristband, which they can hold against the desired tap.

…with a typical grocery store above

Above the Underground, Giant operates a typical grocery store similar to its other locations. There is kombucha on tap; a create-your-own olive oil and vinegar station; and products from local businesses. In addition, there is large free-from and food-to-go ranges and self-checkouts.  

Tommy McClain, manager of the new Heirloom Market, said, “We’re looking forward to getting to know our new neighbours, introducing them to all that Giant Heirloom Market has to offer and serving families in Northern Liberties,”.