As Belgian retail group Delhaize celebrates 20 years since opening its first integrated store in Bertrange, Luxembourg director Cédric Gonnet sits down with KACHEN for an interview.
Looking back at 20 years in Luxembourg – how has the journey been? Did customers embrace Delhaize from the start, or did you need to adapt your offering?
“Our integrated supermarkets took off quickly, partly because Delhaize already enjoyed strong brand recognition in Luxembourg due to our proximity to Belgium, but also thanks to our network of long-standing affiliated stores. Of course, we’ve had to evolve our product range as shopping habits have changed significantly over the past two decades – both here in Luxembourg and elsewhere. For instance, vegan, gluten-free, and lactose-free options are now much more prominent than they were 20 years ago. Another example is the Nutriscore system we introduced across all Delhaize products in 2018.”
Do Luxembourg customers have specific product preferences?
“Local products are absolutely crucial here. Several Luxembourg specialties rank among our top sellers, particularly in categories like charcuterie, pastries, flour, wine, and beer. Right now, our stores are featuring seasonal favorites like Boxenmännchen and Egg Nog. We’ve also partnered with EMO, a respected local master butcher, who now runs the meat counters in eight of our supermarkets.”
With 60 stores already operating in Luxembourg and plans for your largest hypermarket yet in Pommerloch in 2025, what’s your typical store size? How do you decide between mini markets, regular markets, and supermarkets? What’s next in terms of expansion?
“Our Pommerloch location, which opened back in 1987, is set for a major expansion and complete renovation in 2025. We pride ourselves on being the most versatile retailer when it comes to store formats. Our smallest shop in Esch-sur-Alzette is just 150 square meters, while our Schmiede location spans over 3,000. The key is meeting customers where they are – we adapt our format to each community’s specific urban layout and population needs.”
Have you noticed any differences in customer loyalty between smaller and larger stores?
“We’ve observed an interesting trend: customers prefer shorter, more frequent visits rather than long shopping trips. That’s why even in our larger stores, we’ve created convenient ‘express routes’ for those just popping in for lunch or a few items. These same customers often return for their bigger weekly shop on weekends or Sunday mornings.”
What’s on the horizon for Delhaize in Luxembourg?
“Brick-and-mortar stores remain at the heart of our strategy – nothing beats face-to-face contact with customers. We’ll continue expanding, though our pace will naturally align with Luxembourg’s urban development and population growth.”
Your meal boxes have become quite popular – they’re practical and foolproof. What goes into developing them? Can we expect new options soon?
“We’ve just launched our new ‘KIDS boxes’ range – they’re specially designed to make vegetables more appealing to younger eaters. Innovation is constant in our test kitchens; we aim to release two to four new box concepts annually to keep inspiring our home cooks.”
Beyond the obvious charitable aspects, what does your Food Bank partnership mean to Delhaize?
“As a community-minded business, we take our responsibilities seriously. While we’re focused on serving customers and supporting staff, we’re equally committed to broader initiatives – from reducing plastic use and CO2 emissions to improving our product recipes. Our partnership with the Food Bank helps tackle food waste and food insecurity, which makes our entire team proud.”
Was setting up the Food Bank partnership challenging? Is there room for growth?
“Fresh food donations require careful consideration – temperature control, use-by dates, you name it. We need to ensure that food aid recipients receive the same quality guarantees as our store customers. Getting the logistics right took time, but it was worth the effort.”
