Belgian retailer Delhaize is changing the name of its chain of Bulgarian convenience stores from Piccadilly Express to Piccadilly Daily. 

The company said that the new name better reflects its proposition, which features “corner shop” style “proximity” outlets, that are typically only 200-400 square meters in sales area. 

The Daily stores will offer a better layout and assortment, carrying around 1,700 SKUs with a focus on fresh and which match the daily and occasion needs of consumers, Delhaize said. They will also operate extended opening hours, from 7am to 10pm. 

The firm will open two new Piccadilly Daily stores in Sofia this month, with the first store opening planned for Friday (6 April). 

“A very important part of our strategy is that we will rapidly continue to expand our store network, focusing on Sofia and other big cities. Our goal is to make the stores accessible for a bigger part of the Bulgarian clients, as well as to apply the brand of Piccadilly as a synonym for “fresh food,” commented Erikjan Lantink, COO at Delhaize Bulgaria. 

“The daily shopping has a big potential and the smaller stores are the new big challenge in front of the shopkeepers,” 

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By GlobalData

Delhaize operates a total of 14 Piccadilly stores in Bulgaria.