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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 environ...

More here on the urban delivery system set up by the value focused Belgian retailer, which involves cargo bikes creating a pop-up click & collect facility in central Brussels. Collect & Go City will run for nine weeks.  Customers can choose from 500 fresh products and meals, and collect from 3.30pm -7.45pm each day at Place Flagey.  

In Belgium, Delhaize has upgraded its loyalty scheme, adding significant further benefits into its new SuperPlus mechanic. Key principles involve offering better value for members, and making it easier for customers to make healthier choices. Benefits include: ·        Extra discounts on products – for example a standard shop discount of 20% in-store could translate to a 30% discount for customers that opt into the scheme. ·        Nutri-Profile – shoppers can see how many products they are buying with better (A or B) nutri-profiles. On C,D and E rated products, the app includes a feature that offers alternative, healthier suggestion. There are also discounts available for members’ purchases of healthier lines – 5% for every SuperPlus member, increasing to 15% those who spend over a certain threshold. ·        Points accumulation remains similar, with a €5 voucher as standard returned to cu...