STORE SPACES

Giant Food Stores to launch new store concept

BY Marianne Wilson

Giant Food Stores is going urban — and smaller.

The 95-year-old supermarket company will debut a new store concept and banner, “Giant Heirloom Market,” designed for urban neighborhoods. The first location will open later this year, in the Graduate Hospital neighborhood of Philadelphia.

Giant has had a presence in Philadelphia since 2011, but the Heirloom Market store will be its first in the downtown area. The location is the first of several stores planned for the city.

The new store will be about 9,500 sq. ft., with a modern environment and an assortment of high-quality, fresh, seasonal, and flavor-focused foods and everyday essentials. Special features will include a “produce chef” who will prepare veggies and fruit on demand, local artisanal breads, and a vast array of plant-based foods. Also on the menu: sampling and demonstration. In addition, if customers need something that is not carried in the store, associates will help guide them to in-store iPads to order online.

The Heirloom Market format will harken back to the original Giant Market concept in its mission to bring innovation and modernity through a store experience that meets the unique needs of the neighborhoods it serves, Giant said.

“From featuring products made locally to being staffed by people who call the neighborhood home, Giant Heirloom Market is a true reflection of the surrounding community, and we can’t wait to see our shared vision come to life in just a few short months,” said Nicholas Bertram, president, Giant Food Stores, which has more than 170 stores in Pennsylvania, Maryland, Virginia and West Virginia.

The new concept comes after more than a year of intense neighborhood group listening sessions, market research, and format exploration. In addition, Giant searched nationally and globally for solutions, even going to Amsterdam, a city known for its innovative, small grocery stores, to find a format that would satisfy the community. Back home, Giant said it scoured Philadelphia for local purveyors who could help them deliver on the promise of a “neighborhood grocery store built by its neighbors.”

“Philadelphia is a natural choice for us to debut our new Giant Heirloom Market format, as we’re able to draw upon our passion for food and our fondness for local purveyors, all while leveraging innovation to bring something special to our new Graduate Hospital neighbors,” said Bertram.

Giant Food Stores is based in Carlisle, Pa., and is owned by Ahold Delhaize.

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