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Giant Food Stores to unveil new e-commerce concept

Giant Direct Powered by Peapod to make debut in Lancaster, Pa.

Russell Redman

January 29, 2019

3 Min Read
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Giant Food Stores envisions a new brick-and-mortar concept as a catalyst for online grocery.

The Ahold Delhaize USA supermarket chain plans to open an e-commerce hub branded Giant Direct Powered by Peapod in Lancaster, Pa., on Feb. 12. The 38,000-square-foot facility will provide a pickup venue for customers ordering groceries through the retailer’s Peapod online service and app, as well as via Giant’s website.

“We are excited to make Lancaster the home of our newest innovation with the launch of our new Giant Direct Powered by Peapod e-commerce hub,” Nicholas Bertram, president of Carlisle, Pa.-based Giant, said in a statement Monday. “Not only is the e-commerce hub a completely new concept for us and a first of its kind in our area, it’s the product of a fruitful collaboration with Lancaster Mayor Danene Sorace and local residents to give the Lancaster community the shopping experience they want and need.”

The Giant Direct facility, located at 235 North Reservoir St. in Lancaster, will serve as a curbside pickup site as well as a grocery delivery center. Specially designated “Pick Up Here” parking spaces will enable online customers to drive up and have their orders brought to their cars. The hub also will have a walk-up vestibule for picking up and placing online grocery orders, with the latter accomplished using tablets.

Related:First Giant Heirloom Market set to open in Philly

To place an order with Giant Direct, customers use their computer or mobile device to visit the Giant or Peapod websites or the Peapod app, enter their ZIP code and start shopping. Prior to checking out, they will be asked to select whether they would like to receive their order by pickup or delivery.

Giant noted that the hub, developed in tandem with Peapod Digital Labs, also will serve local residents by extending its delivery reach deeper into greater Lancaster communities. 

”Our Giant Direct Powered by Peapod location will deliver fresh, quality foods direct to your car, direct to your home or direct to your business,” said Bertram. “We’re thrilled to bring real innovation to Lancaster-area residents but, just as importantly, customers can expect the Giant Direct Powered by Peapod experience to be personalized, inspiring and delivered with a smile.”

Giant unveiled plans for the new e-commerce hub in late June as part of a $22 million investment in Lancaster County. The project also included four store remodels, price reductions at the retailer’s eight stores in the county and the opening of a new fuel station at its Lititz store. In announcing the hub, which will add 150 jobs to the local economy, Giant said the facility would allow the chain and Peapod to serve up to 40% more shoppers.

Related:Giant Food pushes ahead with eatery, e-commerce efforts

On Monday, Giant said that Giant Direct Powered by Peapod banner, which includes a new, contemporary logo, will replace the current Peapod by Giant branding. Overall, the chain has five e-commerce facilities, with the other four located in Camp Hill, Coopersburg, North Coventry and Willow Grove, Pa.

“Giant Direct Powered by Peapod will allow more loyal Giant customers, starting with our neighbors in Lancaster County, to shop how they want, when they want and where they want — whether in-store, online or at a convenient pickup location,” Bertram added.

The investment in Lancaster builds on a $70 million plan, announced in April, to expand Giant’s store network across Pennsylvania. That initiative calls for six new stores, two store remodels and four new fuel stations over the following two years. In November, Giant also opened a store in Lancaster’s Willow Valley area that was acquired from Darrenkamp’s Markets.

In the 2019 first quarter, Giant is slated to finalize the purchase of five Shop ‘n Save supermarkets from Supervalu Inc. And this past weekend, a new urban store concept called Giant Heirloom Market, sized at 9,500 square feet, made its debut in downtown Philadelphia.

Overall, the chain operates 171 stores in Pennsylvania, Maryland, Virginia and West Virginia under the Giant Food Stores and Martin’s Food Markets banners.

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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