Delhaize has growth ambitions in Luxembourg

Delhaize plans to open four new stores in the Grand Duchy of Luxembourg in 2021. The supermarket chain is particularly committed to proximity: every Luxembourger should have a Delhaize store five to ten minutes away.

Focus on proximity network

Delhaize, already number two in the market, sees growth potential in the Grand Duchy of Luxembourg. Today, the supermarket group has 55 points of sale and 1,100 employees there, slightly less than market leader Cactus with its 60 or so branches. In 2021, however, the number is expected to be 59: four openings are planned.
 

A new supermarket will open in Capellen in June 2021, and another in Hamm by the end of the year. In Luxembourg, however, the chain’s main aim is to densify the proximity network, with local franchise stores increasingly replacing grocery stores in more remote areas. For example, a Proxy branch will open in Gasperich in the spring of 2021 and another Delhaize Proxy will be announced later.

Refurbishing stores

“It is important for us to be present in small villages,” says country manager Dirk Kirschvink in an interview with Paperjam. “It is our ambition that a Delhaize store can be reached by everyone within 5 to 10 minutes.” In recent years, Delhaize has also ensured to open a supermarket in almost every new large real estate project in Luxembourg.
 

Nevertheless, Delhaize is not merely aiming for market leadership. In its own words, the retailer first wants to focus on changing consumer demands shoppers expect more service today. For example, the chain installed service counters for meat, cheese, cold meats and ready meals in the Bertrange and Alzingen stores, while click & collect and a digital customer card will also be launched on the Luxembourg market in the coming months. “Every year we want to renovate between three and five stores, both integrated and affiliated”, the manager says.