Giant Food Stores
to expand its new urban concept

Shopper Experience

Shopper Experience

07 February
2019

Giant Food Stores to expand its new urban concept

Giant Food Stores is upping its investment in Philadelphia. The supermarket company announced plans to open three more locations of its smaller-sized urban format, Giant Heirloom Market, in Philadelphia in 2019.

(Author : Marianne Wilson)

The concept made its debut in January, in the Graduate Hospital neighborhood of Philadelphia. The three new Heirloom Market stores will be located in the Philadelphia neighborhoods of University City, Northern Liberties and Queen Village. Each location will feature local vendor partnerships.

“Giant Heirloom Market is the next chapter in our innovative growth story, said Nicholas Bertram, president, Giant Food Stores, which is part of Ahold Delhaize USA. “The response to our first location in Graduate Hospital has exceeded our expectations and we couldn’t be more excited about the future of our Giant Heirloom Market brand.”

The first of the new locations will open this summer, in the University City neighborhood between Drexel University and the University of Pennsylvania. The Northern Liberties site will open its doors in the fall, followed by the Queen Village location by the end of 2019.

While Giant has held a long-established position in Philadelphia’s suburbs, the company’s presence within Philadelphia itself has been limited in the past.

The Giant Heirloom Market format has a smaller footprint than a traditional Giant supermarket. It combines such modern innovations as mobile checkout with a strong community focus. Sampling and demonstration encourage customers to explore and try new things, and local vendor partnerships are spotlighted. An onsite “produce chef” is available to prepare fresh vegetables and fruit on request.

If customers need something that is not available in-store, associates will help guide them to in-store iPads to order online, with the goods delivered the next day.

The new 9,950 -sq.-ft. Heirloom Market in University City, for example, will cater to the convenience and needs of its academic and student neighbors by offering a wide selection of grab-and-go meals. It also will accept payment by DragonCard and Penn Card.

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Source: chainstoreage.com

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