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Giant Sets 'Heirloom' Opening in Philadelphia

Compact new banner will cater to neighborhood residents, officials said
Rendering courtesy Giant Food Stores

Giant Food Stores has set Jan. 25 as the opening date for its Heirloom Market urban, small-format concept in Philadelphia.

The 9,500-square-foot store is in the Graduate Hospital neighborhood at 23rd and Bainbridge streets. The store, which Giant introduced at a press event last year, will be the first of as many as four units planned for the city of Philadelphia.

The company said the new store would blend “modern innovation and community focus” in an interpretation of full-line stores that are typically five times larger. The store will feature local suppliers such as High Street on Market, Isgro Pastries, One Village Coffee and Sarcone’s Bakery. Officials said the store would be geared toward neighborhood residents who want to cook at their homes.

“We’re proud to serve our Graduate Hospital neighbors during their culinary quests by offering fresh produce, meat and seafood alongside the Philly products they know and love all in a store designed for them,” Angel Cordero, manager of the store, said in a release. “We’re confident that by providing an authentic shopping experience, our passion for locally sourced products and our customers will shine bright at Giant Heirloom Market.”

The store will be the latest new entrant among several new concept stores opening within the city, including outposts of Trader Joe’s, Sprouts Farmers Markets, Mom’s Organic Market and a flagship Wawa. At the same time, full-line supermarkets in city limits have struggled, many pointing to effects of the city’s controversial beverage tax.

Giant said the store would feature an “endless aisles” concept whereby items not in stock at the store can be ordered via iPads for next-day delivery. Other features include an on-site “produce chef"; a self-serve olive oil blending station; kombucha on tap; and a vast array of plant-based foods and local artisanal breads. 

Giant, the Carlisle, Pa.-based division of Ahold Delhaize, has several full-line stores that surround the city but only one within city limits.

“It’s the only part of the Philadelphia DMA (designated market area) where we’re underrepresented,” Giant CEO Nick Bertram told WGB. “We’ve got 83 stores in the surrounding counties and we’re a strong No. 2 market share. But to get to that No. 1 market position, Philadelphia County is the next hurrah for us.”

The store will also feature a curated selection of craft, imported and domestic beers and wines.

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