A focus on fresh food at the convenience supermarket - Giant Heirloom Market, Philadelphia.

Ahold Delhaize opens in Philadelphia

In the heart of Philadelphia, USA, grocery retailer Ahold Delhaize has unveiled the first outlet of its innovative urban supermarket concept, Giant Heirloom Market. This new store design is the result of twelve months of extensive consumer research with local residents, aiming to craft a supermarket experience tailored to the fast-paced urban lifestyle of Philadelphia.

At 883 sqm, the store is compact by American standards. It places a significant focus on fresh food, with the produce section alone occupying about 33% of the trading area. This emphasis on fresh, locally-sourced food is a key aspect of the store's mission to cater to the urban dweller.

One of the standout features is the Heirloom Kitchen, where shoppers can find fresh fruit and vegetables, many of which are ready-prepared for easy sampling. Customers are encouraged to taste the produce and get inspired by recipe ideas. Inside the store, there’s also an inviting space to sit and enjoy sandwiches, coffee, or sushi.

In addition to ready-made meals, Giant Heirloom Market offers a unique service: in-store chefs will chop, julienne, or spiralize vegetables for you, making meal prep quick and hassle-free. For those in a hurry, there’s a selection of pre-cut produce, and for anyone feeling creative, a variety of cookbooks is available for inspiration.

The store also embraces cross-merchandising, strategically placing complementary products next to each other. Spices are displayed beside the fish and meat coolers, greeting cards near the flowers, and cookbooks close to the Heirloom Kitchen, making it easy for shoppers to discover related items.

In the wine department, a special cooler can chill a bottle of white wine in just 90 seconds, and for the more adventurous shopper, there’s a DIY Kombucha tap, as well as a blend-your-own olive oil and vinegar station—a nod to the growing trend of customization and personal touch in grocery shopping.

Overall, Giant Heirloom Market offers a curated selection of products with a focus on fresh, organic, and high-quality options, while delivering exceptional customer service. Though slightly pricier than traditional supermarkets, the store's emphasis on convenience and premium products is comparable to upscale chains like Whole Foods or Sprouts Farmers Market.

To streamline the shopping experience, the store offers 100% self-checkout, ensuring a quick and seamless payment process for customers.

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