Belgium retailer Delhaize, present on the Romanian market with a network of over 460 stores in different banners, has shut down AB Cool Food, its only frozen food specialized store in the country, which opened in 2013. Consequently, all the store’s frozen food products will be available for online purchase, via a commerce platform operated in partnership with one of the largest online retailers in Romania, but also in a Mega Image Concept Store belonging to Delhaize, in the capital city, Bucharest.
VP Marketing Mega Image Adrian Nicolaescu said: “We made the decision to integrate the AB Cool Food concept under the Mega Image umbrella, in order to offer our clients a complete shopping experience”.
AB Cool Food had a 200sqm area and was the only frozen food specialized store on the local market. When it was launched, the concept intended “to change the perception of Romanian consumers with regards to frozen food.” The product assortment exceeded 600 SKUs, both exclusive brands and private labels, covering all major categories: ready meals, fruit and vegetables, pizza, ice cream and cakes. 90% of the products sold by AB Cool Food were not sold in any other store belonging to the Romanian Delhaize newtwork. The insipiration for AB Cool Food, a unique concept for Delhaize, was developed by the Mega Image team and came from the widely successful Picard chain, which operates over 900 stores in France.