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Driving eCommerce: Giant Food Stores launches ‘Giant Direct, Powered by Peapod’


 Giant Food Stores announced a new strategic addition to the Giant family of brands: Giant Direct, Powered by Peapod. The new brand will debut in Lancaster, Pennsylvania, on February 12 and propel Giant’s eCommerce initiatives in partnership with Peapod Digital Labs by offering a pick-up option, where customers’ online orders are delivered directly to their vehicles outside. 

Part of a $22 million investment in Lancaster County announced by Giant in June 2018, the eCommerce hub – measuring 38,000 square feet (3,530 square meters) – will add about 150 jobs to the local economy. 

“We are excited to make Lancaster the home of our newest innovation,” said Nicholas Bertram, Brand President of Giant Food Stores. “Not only is the eCommerce hub a completely new concept for us and a first of its kind in our area, it’s the product of a fruitful collaboration with Lancaster Mayor Danene Sorace and local residents to give the Lancaster community the shopping experience they want and need.” 

For customers who require, or prefer, an alternative to ordering online, the new hub will feature a walk-up vestibule with easy-order tablets. The hub will also serve local residents by allowing for a deeper delivery reach into greater Lancaster communities.

“Our Giant Direct, Powered by Peapod location will deliver fresh, quality foods direct to your car, direct to your home, or direct to your business,” Nick added. “We’re thrilled to bring real innovation to Lancaster‐area residents, but just as importantly, customers can expect the experience to be personalized, inspiring, and delivered with a smile.” 

Giant Direct, Powered by Peapod will replace the current branding model of “Peapod by Giant.” To emphasize this change, Giant Direct, Powered by Peapod also comes with a new contemporary logo that conveys to customers, “Direct from us, to you.” 

To place an order, shoppers can use any device to visit the Giant Food Stores website, the Peapod website or the Peapod app, enter their zip code and begin shopping. Before checking out, they’ll be asked to select how they would like to receive their order – delivery or pick-up. 

“Customer choice is at the heart of all we do,” Nick said. “Giant Direct, Powered by Peapod will allow more loyal Giant customers, starting with our neighbors in Lancaster County, to shop how they want, when they want and where they want, whether in‐store, online or at a convenient pick-up location.” 

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