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Delhaize introduces its new shopping format

© Belga
Xavier Piesvaux, CEO of Delhaize at the opening of the new Fresh Atelier
© Belga

After Proxy, AD and Shop & Go, the Delhaize supermarket chain is now looking to establish itself further in the urban centre market with its new format: Fresh Atelier. It opened its first store in the Ravenstein gallery near the Brussels Central Station, in the presence of Brussels mayor Close, on Wednesday morning. Within three years, the company hopes to open two hundred of them in the country.

Delhaize intends to offer city dwellers a concept of ultra “proximity”. In the centre of the Fresh Atelier, there is an area for the preparation of fresh and balanced dishes, snacks and smoothies, as well as coffee machines and a salad bar. The small aisles offer a basic food selection: ready meals, small drinks for the most part, breads, pastries, biscuits, chips, etc.

The shop at the Ravenstein gallery covers 80 square metres. On average, the Free Atelier concept will cover an area of 100 square metres. In addition to the range of fresh preparations and merchandise on offer on the shelves, the customer can also pick up an order placed on the website. 

The shop targets pedestrians or those on the road travelling by public transport or bicycle. The new stores will be open from 7 am to 9 pm, every day of the week. The customer will pay at self-scan tills, and from February 2019, clients will also be able  to scan and pay for the products with a smartphone.

In explaining the new concept, Delhaize CEO Xavier Piesvaux says, “Smaller neighbourhood and city shops are becoming increasingly important. Customers have less and less time, and they want Delhaize to come closer.”

This year, another store will be opened in Leuven, which will open its doors in December.

Arthur Rubinstein
The Brussels Times