IN 2015, DELHAIZE GROUP GENERATED 14% OF ITS REVENUES IN SOUTHEASTERN EUROPE, WHERE IT OPERATES A NUMBER OF COMPANY-OPERATED AND AFFILIATED STORE FORMATS. AT THE END OF 2015, DELHAIZE GROUP OPERATED 1 208 STORES IN GREECE, SERBIA AND ROMANIA, A NET INCREASE OF 103 FROM DECEMBER 2014.
- 1 208stores
- 33 133associates
- 14%of Group revenues in Southeastern Europe
- 3.4 Brevenues in 2015
Alfa Beta - Greece
Through a combination of company operated and franchised stores, Alfa Beta (AB) operates a multiformat supermarket store network in Greece. Alfa Beta is known for its large assortment, with an emphasis on fresh and organic products as well as local specialities. AB operates 341 stores and employs 12 700 associates. Despite a difficult Greek socio-political and economic situation, Alfa Beta opened 36 new stores throughout the year and remained committed to investing in the customer. A highlight was the renovation and re-opening of the flagship AB Ethniki store which offers renewed cheese and produce departments as well as a dedicated wine corner, where customers can taste a variety of different wines.
Mega Image - Romania
In Romania, Delhaize Group operates under the Mega Image and Shop&Go banners. Mega Image operates neighborhood supermarkets mainly concentrated in Bucharest with a focus on convenience, inspiring food, and competitive prices, coupled with variety and a strong fresh offering. In 2015, Mega Image focused on reinforcing its leadership position in Bucharest by continuing its aggressive expansion plan with Shop&Go and Mega Image, through the opening of 71 new stores. At the end of the year there were 471 stores in Romania, up from 410 in 2014. (Store opening figures presented throughout this report are presented “gross”; that is, they do not include stores closed unless specifically mentioned.)
Operating 396 stores, of which 181 are Maxi supermarkets, Delhaize Group is the leading food retailer in Serbia. Delhaize Serbia also operates under the Tempo and Shop&Go brands. In a challenging but stabilizing market environment in 2015, Delhaize Serbia focused on implementing the new commercial strategy rolled out in 2014 which was designed to better serve customers and simplify the organization. More than 9 000 associates received training in “Count on Me!” customer centric training adapted from Food Lion. Measuring customer centricity and using these measurements to drive further improvements in the customer offer was also a focus at Delhaize Serbia in 2015. As a result of increased operational efficiency, resulting from the new strategy’s focus on simplifying the customer offering as well as the continued success of remodelled and newly opened Maxi stores, Delhaize Serbia drove both increased profitability and market share in 2015.
Key figures (as of December 31, 2015)
|Number of stores||189||181||12||14||218||253||233||19||65||12||12|
|Surface in m2||130||580||4 200||790||540||100||1 100||450||390||100||1 900|
|Number of products||2 500||7 100||22 400||4 800||8 100||2 300||14 300||3 900||7 400||2 200||9 200|
AB click2shop developed in 2015
Alfa Beta systemically invests in technology, infrastructures and innovative services in order to meet its customers’ needs. In 2015, and focusing on the opportunities offered by e-commerce, AB developed its digital store which offers AB customers the opportunity to shop online with ease in a user-friendly environment.
INDONESIA – SUPER INDO
Delhaize Group operates in Indonesia through a 51% stake in Super Indo. With more than 245 million people, Indonesia is the largest economy in Southeast Asia. The growth of the middle class in Indonesia is having a positive effect on Super Indo stores which in 2015 saw comparable store sales growth of 8.7% and total sales growth of 11.9%. A continued focus on store expansion while simultaneously enhancing the fresh offering drove growth in 2015. Additionally, Super Indo was able to enhance its gross margin, which delivered significantly higher profit from operations.