Giant’s Riverwalk flagship: What the food shopping experience can be

Zaandam, Netherlands-based Ahold Delhaize last week invited Winsight Grocery Business to tour The Giant Company’s flagship Riverwalk store in Philadelphia. Though opened back in March 2021, the 65,000-square-foot, two-floor store remains a tour de force of how supermarkets can cater to today’s consumers seeking convenience, wide and deep selection, meal solutions, value and an engaging food shopping experience—and convey it all with astute merchandising. For Carlisle, Pennsylvania-based Giant, part of Ahold Delhaize USA, the downtown site marked its first two-story location and first store in a residential tower. Giant had broken ground on the Riverwalk store in August 2019, and the location was a centerpiece of its plan to establish a major presence in Philadelphia, where the chain also operates several Giant Heirloom Market small-format grocery stores.

Located at the corner of 23rd and Arch Streets, the Giant supermarket is part of the Riverwalk project, a mixed-use development along the Schuykill River that includes two luxury residential towers plus commercial, retail, hospitality and community space. Giant’s store is situated on the second floor of the 26-story Tower 1 at 60 North 23rd St. Giant Riverwalk also houses a ground-level parking garage with direct access to the store’s lobby.

Upon entering the lobby, customers see a Giant Direct online grocery pickup and delivery station.

Also in the store’s lobby, customer can treat themselves to a specialty beverage or snack at the Starbucks cafe.

Shoppers can use an elevator, escalator or stairs to access the full store on the second floor, and a “cartilator” moves shopping carts between levels. Residents in the tower above the store have access to a private elevator that brings them directly to the second level of the store.

The Fresh Bar provides custom-cut fruit and vegetables, fresh-squeezed juice and smoothie bowls, among other offerings.

An expansive fresh produce department showcases more than 600 varieties of fruit and vegetables, including a broad range of local and organic items.

A sushi bar serving fresh-made Hissho sushi leads off the store’s prepared food offerings.

An in-store Saladworks location provides made-to-order salads plus a menu of signature salads, bowls, snacks and desserts.

Just past the Saladworks, customers searching for meal ideas will find The Kitchen, which serves up handcrafted sandwiches, artisan flatbreads and hot smoked meats.

John Ruane (left), president of The Giant Company, and Frans Muller, CEO of Ahold Delhaize, pointed out the highlights and the finer points of the Giant Riverwalk store to media gathered for the tour.

Giant groups its meat and seafood service counters under the Land & Sea banner, creating an in-store dinner destination.

Custom cuts of dry aged beef also are available at the Land & Sea department.

Across from Land & Sea is a long row of self-service fresh meat cases, with family packs and special deals highlighted.

More meal options can be found in the full-service Deli & Cheese department …

… including a hot food bar offering shoppers a selection of entrees and side dishes to go.

A Mission taco station brings more meal choices …

… as do heat-and-eat pizzas in The Kitchen’s artisan flatbreads case…

… and a hot soup bar across from Saladworks and The Kitchen’s sandwich counter.

Ahold Delhaize’s Frans Muller and Giant Riverwalk store manager Jessica Fischer talk with the media during the tour.

The Riverwalk store features Giant’s largest beer and wine collection, including local craft beers and imports, Old and New World wine, prosecco and champagne.

An endcap display spotlights some of the store’s premium and critically acclaimed wines.

The store’s spacious beer garden offers more than 45 self-serve taps of local craft and seasonal beers, wine, hard cider and kombucha.

New and upcoming brews and other offerings are listed on the board in the beer garden area.

An indoor seating area bathed in natural light provides a place to enjoy a beverage, snack or meal as well as city views, overlooking the Schuylkill River, 30th Street Station and the riverside bike path.

A “mix a six” endcap display enables customers to put together their own six-pack from a range of brews.

Strategically located next to the seating area is the fresh bakery department, offering custom-made and self-serve cakes plus fresh breads, bagels, pastries, doughnuts and other treats.

Besides the indoor seating area, Giant Riverwalk also has an outdoor terrace accessed just past the floral section and the Fresh Bar.

The Terrace at Riverwalk gives the store’s shoppers a picturesque spot to enjoy food or a snack with a glass of wine, beer or other beverage.

The Riverwalk Giant houses the chain’s biggest plant-based section, including meat, fish and dairy alternatives as well as vegan cheese and ice cream.

Giant’s flagship location also isn’t only about food. Shoppers can take advantage of a substantial health and beauty section, which offers natural and organic items.

The store’s milk cooler features doors providing rear access to products.

While walking the store, customers may encounter Marty the Robot, who patrols the store to alert associates of any potential floor or aisle hazards.

Merchandising is a strength of the Giant Riverwalk store, whether it be through clever signage, smart endcap promotions or well-placed aisle displays.

A potential answer to a common question—“What’s for dinner tonight?”—is offered by this endcap display.

Meal solutions are spotlighted all over the store, such as in this mini grab-and-go display just off the self-serve meat section.

“Straight to the table” options also make meal decisions easier for shoppers.

Display signage also highlights information such as product sustainability…

… as well as value, in this case some attractive savings in the meat department.

Store signage also notes to budget-minded customers that they don’t need to trade off quality for savings.

And it’s not just money that Giant Riverwalk is looking to save shoppers, but also time, whether that be having a seafood associate steam or season crab legs or lobster tails …

… quickly putting together a charcuterie board for a home gathering …

… grabbing a container of cut fruit or veggies (without having to slice or dice it yourself) …

… choosing and slicing fresh-baked artisan breads …

… or picking up flowers, a card or gift in the floral section while grocery shopping.