GIANT TO GO

CONVENIENCE STORE
 
Big Steps for a
Small Footprint
 
TRY THIS ON FOR SIZE

Ahold USA had experienced great success with their chain of Giant food stores, so they decided to expand their network with a new format: small footprint convenience. Though retail expressions catering to on-the-go consumers were nothing new, AUSA felt their position as food-first retailers gave them a step-up. They engaged us to turn their initial "Giant To Go" model into a more credible, fresh-focused experience.

 
IF THE SHOE FITS...

The Giant brand was already synonymous with fresh food, and we wanted to make sure people made the same association with the convenience format. Following the customer path, we started by putting a larger-than-life produce graphic on the exterior. Moving inside, we completely redesigned the store layout to create more intuitive departments and adjacencies, turning it into a mission-based shop with three key categories: ready-made meal solutions, snacks, and fresh ingredients. We even used our grocery expertise to provide recommendations on the product assortment, ensuring they had a compelling offer for breakfast, lunch, and dinner. The ensuing lift in sales made it clear our reimagined Giant To Go was just right.

 
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