10-09-2026 09:13    Vincent

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Delhaize wants to turn its stores into food destinations with CRAVY

Delhaize has just launched a new foodservice concept called CRAVY. The launch took place on 9 September in Luxembourg, at the recently transformed Belval store.

So, what is it all about? A concept combining street food, speed, convenience and a ready-to-eat offer throughout the day.

For Raffael Li Preti, SVP Sales Operations & Real Estate Delhaize Belgium and Luxembourg, CRAVY represents a new string to Delhaize Group’s bow: “I am particularly proud to see CRAVY become a new strategic pillar for Delhaize and our affiliated network. With this concept, we are going well beyond traditional grocery shopping: we are creating a genuine food destination, modern, appealing and perfectly aligned with our customers’ changing lifestyles. CRAVY brings new energy to our stores and represents a fantastic growth opportunity for tomorrow”.

At the heart of the CRAVY concept is a simple mission: to serve freshly prepared world cuisine, using quality ingredients, with the speed of a foodservice counter and the smile that comes with it.

The offer is inspired by the latest food trends, with a combination of dishes and drinks designed to cater to every moment of the day. American, Italian, Tex-Mex and Asian cuisine. In short, there are plenty of influences.

And since CRAVY aims to satisfy consumers’ cravings throughout the day (“cravings”, you now understand the name) the concept obviously could not overlook breakfast and snack breaks. A Bakery Café offers bagels, croissant rolls, vegan toasts and other options to enjoy on-site or take away.

With a fast, street food concept, convenience is naturally part of the equation: self-ordering kiosks are also available in-store. Customers place their order directly at the kiosk and then receive an SMS when it is ready to be collected at the counter.

The CRAVY launch begins with the gradual opening of three pilot stores: on 9 September 2026 at Delhaize Belval in Luxembourg, followed by two stores in Brussels by the end of the year.

Delhaize’s ambition is then clear: to roll out CRAVY across 150 to 200 stores throughout the Delhaize network in Belgium and Luxembourg.

My 20/CENT

Delhaize clearly wants to become THE everyday food destination. A place where customers obviously come to do their grocery shopping, but also to discover the latest culinary trends and freshly prepared street food.

What stands out most about CRAVY is the look and feel. It operates in a universe that is quite different from the traditional codes of food retail. Delhaize breaks some of those codes, without of course completely disrupting the store’s DNA, to create an atmosphere more inspired by street food and foodservice. CRAVY therefore stands out through a strong brand identity. The concept is dynamic, urban and inspiring, with a clear ambition to create a food destination within the store itself.

But we also need to be realistic: this type of concept will not be relevant everywhere. It requires traffic, and above all, urban consumers who need fast, high-quality solutions close to where they live and spend their time: offices, schools, universities, residential areas or high-traffic locations.

In short, I expect CRAVY to mainly appear in Delhaize stores located in urban environments where the potential for traffic and consumption is sufficiently strong.

And I also want to make a small note for the Luxembourg side of the group. Is it simply a coincidence of timing, linked to the recent transformation of the Belval store, that the first CRAVY is being launched almost simultaneously in the Grand Duchy of Luxembourg? Perhaps.

But what I find particularly interesting is that, for once, an important innovation from the group is being launched in Luxembourg almost before Belgium.

We often tend to overlook the Grand Duchy and its market. Yet Luxembourg is a particularly dynamic, cosmopolitan and vibrant market, with consumers and consumption habits that could actually make it an excellent testing ground for this type of concept.