Ahold Delhaize’s newest urban concept includes an on-demand “produce chef”

Giant Food Stores, a division of Netherlands-based Ahold Delhaize held the grand opening of its newest concept, the Giant Heirloom Market on January 25.

The new store, located in downtown Philadelphia, is designed to “create a grocery experience well suited for a city lifestyle,” the company says. At 9,500 square feet, the small format aims to offer a “broad selection of fresh, high-quality seasonal food and everyday essentials,” while encouraging “creativity in the kitchen through sampling and demonstration.”

The retailer also is offering an on-site “produce chef” to prepare vegetables and fruit on request.

“There’s a ton of innovation that’s happening in the kitchen, deli and even in the pairings areas, some new cool things that we’re going to roll out to the rest of the company,” said Brand President Nicholas Bertram, in a news release.

This isn’t the first small format opened by Ahold Delhaize in recent years. The company launched its Fresh Formats LLC division in 2014, which created the small formats bfresh and Eastside Marketplace before scaling back the initiative and rolling those concepts into Stop & Shop in 2017.

This new concept was developed by a team led by Paul Madarieta, Director of Growth Initiatives for Giant Food Stores, according to a news release.

“I’m so proud of what the team was able to accomplish,” Madarieta said in a news release. “It’s a very special day.”

The company says it plans to develop a greater presence in Philadelphia, with more locations soon.