Delhaize Belgium, delivering on freshness and experience - Gavin Rothwell linkedin post

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Source: Gavin Rothwell, Linkedin, 25th September 2026


Freshness and experience at Delhaize Machelen.

 
A few weeks ago I had the pleasure of visiting this excellent new supermarket, which majors around the themes of freshness and experience.

Delhaize Belgium is a retailer I'm always keen to visit, there's a combination of quality-orientation, fresh celebration and innovation that means I always learn something new. And this store, independently operated by Miguel Delacroix and Amaury Janssen, delivered across those key areas.
 
As in many markets, the focus of counters has shifted to be more self-serve than serve over, which can inhibit from the experience, despite the very understandable economic reasons for making this move. But the counter displays here are very done well, and the variety of products impressed and inspired. Here are our top five highlights from the store:
 
1. Creating a better shopping experience and showing your wares. An open, welcoming environment that enables great visuals through the store on entry.
 
2. Asian counter given prominence, covering both Izakaya sushi and a range of Asian bowls under the Wok Street brand. Great work from Hana Group here.
 
3. Mr. Georges. Always impressive, great to see this doing so well Lode Vande Vyvere. This concession brings premium delicatessen ranges into Delhaize supermarkets.
 
4. Atelier Charlier. Another impressive concession style operation, similarly focusing on providing quality meat into selected Delhaize supermarkets across Belgium.
 
5. The overall vibe of combining great fresh products with customer solutions. An example of how this is brought out in-store is in meal kits - I’m a big fan of the broader opportunity they hold in providing a different take on meal solutions - if you are too, let's talk. They tick many boxes in terms of fresh products, customer inspiration and solutions for busy consumers, so it was a delight to see the range breadth and innovation on offer here.

Thanks to the team in-store for looking after me, as well as to Roel Dekelver for the recommendation, and looking forward to returning soon. And if your focus is on food retail or food-to-go innovation, and you think understanding and benchmarking against global best practice could help, then let's talk.

 



















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