GIANT Announces New Urban Concept: GIANT Heirloom Market
GIANT Food Stores is introducing a new store concept, format, and brand name for urban neighborhoods. The store, which will be located in the Graduate Hospital neighborhood in Philadelphia, will be named “GIANT Heirloom Market™.
The announcement was part of the company’s 95th anniversary celebration in Philadelphia’s famed Dilworth Park. To mark the occasion, GIANT Food Stores President Nicholas Bertram was joined by Philadelphia Mayor Jim Kenney, local elected officials, community partners and GIANT associates and presented a $1 million donation to Philabundance, the Delaware Valley’s largest hunger relief organization, on behalf of the company’s associates, vendor partners and customers.
“As we celebrate our 95th anniversary, we can’t help thinking about the next chapter in GIANT’S story,” said Nicholas Bertram, president, GIANT Food Stores. “Philadelphia is a natural choice for us to debut our new GIANT Heirloom Market format, as we’re able to draw upon our passion for food and our fondness for local purveyors, all while leveraging innovation to bring something special to our new Graduate Hospital neighbors.”
Though GIANT has had a presence in Philadelphia since 2011 with its Grant Avenue store, the GIANT Heirloom Market store, located in the Graduate Hospital neighborhood of Philadelphia, will be the first store downtown for the company. The location, at 2303 Bainbridge Street, is the first of several stores planned for Philadelphia. The company will create approximately 60 new jobs when the first store opens later this year.
“More and more companies are looking to do business in Philadelphia due to our abundant resources, welcoming spirit and diverse neighborhoods,” said Mayor Kenney. “The City of Philadelphia is honored to have been selected by GIANT to debut its new store format, GIANT Heirloom Market. We are thankful for GIANT’s significant investment in our region as they contribute hundreds of jobs to our economy, and we look forward to giving them a true City of Brotherly Love welcome later this year.”
GIANT has long been a passionate supporter of Philabundance, and most recently partnered with the food bank to help fund their KidsBites’ LunchBox program with a three-year Fighting Child Hunger grant. Philabundance used the grant to increase access to healthy food for children, providing 1,400 nutritious lunch boxes per week over 11 weeks during the summer at eight sites in Pennsylvania and New Jersey. Through its Bag Hunger and Meat the Needs programs, GIANT also partners with Philabundance to bring much-needed protein to families throughout the area.
“There’s no better time than our 95th anniversary to reflect on our company’s success and express thanks to our associates, vendor partners, customers and communities, all of whom have made it possible for us to be here today,” added Bertram. “It’s our privilege to present this donation to Philabundance for all they do to serve the Philadelphia region, and we look forward to reaching even deeper to help end hunger together.”
“We are truly grateful to GIANT, a partner of Philabundance for almost 20 years. Not only does it provide funding for food for children facing hunger and for our Philabundance Community Kitchen program, but it also provides truck-full upon truck-full of rescued protein to help feed those in need,” said Glenn Bergman, Executive Director, Philabundance. “We are thrilled about this generous $1 million gift, as well as for the company’s new participation in our grocery program rescuing perfectly good quality food and providing it to those facing hunger in our communities.”
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GIANT Heirloom Market will harken back to the original GIANT Market concept in its mission to bring innovation and modernity through a store experience that meets the unique needs of the neighborhoods it serves. GIANT Heirloom Market is the result of over a year of intense neighborhood group listening sessions, market research, and format exploration.
“Our new GIANT Heirloom Market is as unique and special as the neighborhood it serves, the direct result of our close collaboration with the local community it will soon be serving,” said Bertram. “From featuring products made locally to being staffed by people who call the neighborhood home, GIANT Heirloom Market is a true reflection of the surrounding community, and we can’t wait to see our shared vision come to life in just a few short months.”
While listening locally, GIANT searched nationally and globally for solutions, even going to Amsterdam – a city known for its innovative, small grocery stores – to find a format that would satisfy the community. Back home, GIANT scoured Philadelphia for local purveyors who could help them deliver on the promise of a “neighborhood grocery store built by its neighbors.”
Construction is now underway at the Bainbridge location. The new store will be about 9,500 square feet and offer an inspiring selection of high-quality, fresh, seasonal, and flavor-focused foods and everyday essentials. Featuring a Produce Chef who will prepare veggies and fruit on demand, local artisanal breads, and a vast array of plant-based foods, GIANT Heirloom Market will foster exploration and encourage creativity in the kitchen through sampling and demonstration.
GIANT Heirloom Market will have the inspiring products that customers want with a welcoming, modern store environment and tech features that are all about ease. However, based on an endless aisles philosophy, if customers ever need something that is not carried in-store, associates will help guide them to in-store iPads to order online with Peapod Pickup or Delivery.
“With GIANT Heirloom Market, we feel privileged to provide ingredients for recipes handed down from generation to generation because we understand that the real specialness in a shared meal is the memories created around it,” said Bertram. “That’s why we’re honored that our Graduate Hospital neighbors helped us reimagine the look and design of the store.”
Through seasonal, specialty, and natural foods, GIANT Heirloom Market will unearth the desire within customers to both embrace recipes of the past and cook up something new – for themselves, for their families, and for all who have a seat at their table.
