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The Giant Company launches Choice Pass online grocery subscription

Annual membership plan offers unlimited free delivery and pickup for less than $100

Russell Redman

January 19, 2021

2 Min Read
Giant_Food_Stores_supermarket-Giant_Direct_truck.jpg
The Choice Pass annual plan pays for itself with two deliveries per month or one pickup per week, Giant said.The Giant Company

Amid surging demand for online grocery shopping, The Giant Company has unveiled a membership program called Choice Pass that offers unlimited delivery and pickup orders for an annual fee.

Carlisle, Pa.-based Giant said Tuesday that Choice Pass — whose logo reflects the chain’s Choice Rewards loyalty program — costs $98 per year and allows Giant Direct and Martin’s Direct online grocery customers to order as often as they like and never pay a delivery or pickup fee. Also available is a monthly option of $12.95 for unlimited free pickup and delivery transactions.

The Choice Pass annual plan provides subscribers a savings of $21 and pays for itself with two deliveries per month or one pickup per week, according to Giant. 

Currently, individual orders carry a $2.95 fee and a minimum purchase of $30 for pickup and a $7.95 fee and a minimum transaction of $60 for delivery.

Giant Martins Choice Pass logos.jpg

The Giant and Martin's Choice Pass logos reflect The Giant Company's Choice Rewards loyalty program.

“The demand for online grocery services has skyrocketed over the past year, far surpassing the growth that was originally predicted. The same holds true for Giant Direct, where we’ve seen online customers grow each month,” Matt Simon, chief marketing officer at The Giant Company, said in a statement. “Today’s families are strapped for time, and Choice Pass simplifies shopping with an easy solution that helps save them time and money, without compromising on quality, giving them more time to come together at their table and connect over a meal.”

Related:Sales at Ahold Delhaize USA up by double digits in third quarter

Choice Pass replaces the PodPass membership plan, which carried an annual fee of $119. Frans Muller, CEO of Ahold Delhaize, Giant’s parent company, had told industry analysts in a November conference call that The Giant Company planned to test a new subscription offering in early 2021.

One-third of The Giant Company’s customer base are digital shoppers, Simon noted. 

“As that number grows, given the renewed interest in subscription services, especially grocery delivery, Choice Pass also positions us for future growth in the expanding digital landscape,” he explained. “And as we look forward, we’ll continue to explore ways to strengthen our e-commerce platform to not only meet the increasing demand but to also offer a seamlessly integrated online experience to our online customers.”

Giant added that 90% of its retail footprint offers access to online grocery ordering, pickup and delivery services. Overall, the company operates nearly 190 stores under the Giant, Martin’s and Giant Heirloom Market banners plus 132 pharmacies, 105 fuel stations and more than 145 online pickup hubs, as well as grocery delivery in hundreds of ZIP codes.

Related:The Giant Company offers virtual classes to fight ‘meal fatigue’

About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

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