Belgium-based retailer Delhaize Group has opened the first of nine new-look domestic stores devised after discussions with customers.

The supermarket in Wezembeek-Oppem, east of Brussels, is the first to include features that aim to put customers “even more central” to the make-up of the retailer’s outlets.

Discover B2B Marketing That Performs

Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.

Find out more

The concept behind the new stores – “good koepen, good eten” or “good buy, good food” – aims to provide customers with “the freshest produce, a warm, human service and inspiring products, getting the best value for money”.

Delhaize has sought to emphasise fresh produce, with more fruit and veg offered in bulk and fresh bakery products on made on site.

The new outlets will also include a section “dedicated to gluten-free products” as part of an area created for specific dietary needs that includes sports nutrition, diet foods and sugar free products.

They will also have free wifi, an improved “checkout experience” and improved sustainability efforts such as LED lighting and a recycle-zone.

GlobalData Strategic Intelligence

US Tariffs are shifting - will you react or anticipate?

Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.

By GlobalData

The features were developed after “several months of brainstorming” between store staff and customers, Delhaize said.

“It’s all about the cutsomers in this latest generation of supermarkets: Delhaize puts them even more central to a more enjoyable shopping experience designed to match their needs and their budget even better,” the retailer said in a statement.

Just Food Excellence Awards - The Benefits of Entering

Gain the recognition you deserve! The Just Food Excellence Awards celebrate innovation, leadership, and impact. By entering, you showcase your achievements, elevate your industry profile, and position yourself among top leaders driving food industry advancements. Don’t miss your chance to stand out—submit your entry today!

Nominate Now