Fresh Atelier: Delhaize's new food-to-go format

Date : 25 October 2018

We’ve been in-store at the launch of Delhaize’s new food-to-go concept Fresh Atelier concept in Brussels.

Source: IGD Research

 A well-differentiated, food-to-go led format

Delhaize has a number of different banners, but this is its smallest yet, focusing first and foremost on food-for-now missions. There’s a definite focus on younger consumers, and the format they’ve created is a strong fit for high footfall, urban locations.

Multiple food-to-go solutions

High quality coffee is prominent on entry to the store, under the Tasty & Honest brand. This is a self serve bean to cup solution rather than barista served, but the quality is high. Also close to the entrance is an appealing salad bar, supported by Foodmaker, which operates the salad bar in over 30 Delhaize stores across Belgium. A Sushi Gourmet self serve counter is located alongside the salad bar, perfect for grab and go missions.

The counter led section is however the focal point in-store, with a range of options stretching from baguettes to smoothies to soups and hot food options, with the latter two both rotated on a daily basis. The rotation of options, in effect offering daily specials, is a great way to drive repeat footfall during the week, but is something we’ve seen at very few retailers.

Grab and go is also prominent, with hot food to go sitting alongside a range of salads and wraps. This flows through to snacks and dips, cold drinks and a small chilled beer and wine section.

Checkouts are primarily self serve, with the idea being very much to use staff to add value behind the counter wherever possible. That said, there is one manned till point, in close proximity to the self serve tills to enable staff to oversee and support the self scan tills.

Digital focus shapes store design

Alongside food-to-go, there’s much focus on highlighting the store’s position as a hub for online orders. A dedicated area behind the counter is reserved for online grocery orders, including both ambient and chilled sections. The message of 15,000 lines available in 80 sq m was a prominent one during the Delhaize team’s presentation. 1,500 of these are physically listed in store, with the remainder available via While not available at launch, digital scan and go will be introduced into the store in Q1 2019.

Strong rollout potential identified

Called out as the latest, smallest addition to the Delhaize family, the potential rollout plans are anything but small, with scope identified for up to 200 stores within three years. A second store opening, with a larger footprint, has been confirmed for Leuven in December. The concept takes some great inspiration from across Europe, and the format appears well placed to take advantage of further expansion opportunities ahead.

Want to find out more about winning concepts in food-to-go and hear from those who have developed them?

Find out more about Fresh Atelier and a host of other innovative and inspirational food-to-go formats from across Europe at our Food-to-Go Summit on 8 November in London. We'll be joined by speakers from Sainsbury's, Compass, Fresh the Good Food Market, Deli De Luca and Coop Schweiz, who will share their perspectives on what makes a great format and talk about some of the principles behind their success. Click here to find out more.

To learn more about our London food-to-go safari on November 9, click here


8 November 2018, London
Understand how the food-to-go market is evolving, where the opportunities lie and how industry leaders across Europe are leveraging these trends.