Giant Marks 100th Site for 'Direct' Pickup Service

Giant Food Stores held an event at the retailer’s Carlisle, Pa., store this week marking the chain’s 100th click-and-collect store since relaunching its e-commerce offering under the Giant Direct brand earlier this year.

The effort comes as parent company Ahold Delhaize looks to add click-and-collect to 600 U.S. stores throughout its U.S. banners this year. Giant's Landover, Md.-based sister company, also called Giant, separately said this week it expects to have 100 new click-and-collect stores this year.

“As our customers become more and more interested in ordering groceries online, it’s critical that we offer a solution that exceeds expectations, and Giant Direct is that solution,” Giant President Nick Bertram said in a release. “Not only does Giant Direct allows us to meet the needs of our customer through a simple, easy-to-use and personalized digital experience, it positions us for future success in the ever-growing digital landscape.”

Giant unveiled the new branding of its e-commerce as part of a revamp of Ahold's Peapod division. In February, the company opened an 38,000-square-foot e-commerce hub in Lancaster, Pa., that serves as a central shipping location for online delivery orders in the region. The hub, built at the site of a dark store, also permits customers to place orders on-site and allows for pedestrian and curbside pickup. 

At a ribbon cutting at the Giant Direct in Carlisle, the company presented a $1,000 donation to Project SHARE, a local organization that provides groceries and other essentials to more than 1,000 local families in need each month.

As the new service rolls out, new customers will receive promotional offers that include free delivery or pickup for a trial period and a discount on their first order, Giant said. The company said it intends to provide online ordering and pickup to customers across 90% of its footprint this year.