[Interview] Raf Van den Heuvel (Albert Heijn): “Proud of our role as challenger in Belgium”

Albert Heijn continues to push the Belgian food market forward, Country Director Belgium Raf Van den Heuvel points out. The retailer grows through franchising, but says it sees no reason to franchise existing stores.

“Large enough”

Just one more Belgian store opening to go for Albert Heijn in 2024: next month in Ranst, near Antwerp. The slower expansion rate does not worry Van den Heuvel: “With our current eighty stores, we are large enough to be a healthy company. There are some more projects coming up, but in Belgium they do take time. We do hope that the new regional government will succeed in making the permit process faster.”

Van den Heuvel stresses that they do not struggle to find potential franchisers, but points out that his chain is quite happy to put more trust in current entrepreneurs. “They are still very hungry, and for us it is good because we already know them. This also goes for current owners of Delhaize supermarkets: they are very well suited to make the two chains work alongside each other, as they know their local market best.”

The two chains are different enough in terms of concept, product range and customers not to cannibalise each other, Van den Heuvel says. “There is always a certain overlap – every supermarket sells Coca-Cola – but we are more focused on Dutch products, prices and promotions. Added together, the Ahold Delhaize group has a lot to offer its franchisers.”

“Shaking up the market”

Van den Heuvel is proud of the role as challenger, that Albert Heijn is still playing on the Belgian market (as opposed to its Dutch home country, where it is market leader). “Last month, it suddenly struck me how many of our innovations have been adopted by our colleagues. We are shaking up the market, and I feel quite at ease in this role of challenger – backed by the huge Albert Heijn juggernaut.”

“While a lot of our initiatives do originate in the Netherlands, we pour a Belgian sauce over it. We listen to our customers and adapt accordingly. I take great pride in our unique tone of voice. Working with people like Belgian TV chef Jeroen Meus proves to be a golden move: “He has developed recipes for us with a clear Belgian flair: a great match – and we are hungry for more.”