After two years of existence, the Fresh Atelier is over, the small Delhaize stores dedicated to urban centers. Ten stores of this type had been opened in Belgium, they will be converted into other concepts of the brand, such as Shop & Go or a new concept still unknown, announces Delhaize on Wednesday.
“The Covid-19 has considerably changed the expectations and needs of customers, particularly with regard to on-the-go formulas”, notes the lion sign. “While it is undeniable that the coronavirus epidemic favors convenience stores, Delhaize has seen a sharp drop in demand for on-the-go products as a result of reduced customer mobility, impacting the profitability of Fresh Atelier. ”
If their existence was short, and while Delhaize was targeting 200 stores by 2021, the brand does not consider the end of the deployment as a failure, she says. “Many of Fresh Atelier’s lessons have been used in other store formats (cash register system, salad bar, assortment, etc.)”, she concludes.