Everybody Appie now, AH?
This summer, we reported that the Zaanse supermarket chain AH was sending fifty customers on a shopping safari to a Delhaize branch in Antwerp, the Belgian supermarket chain that merged with Appie. These chosen few were allowed to indicate which products they would like to see back at AH.
A perfect opportunity to give the Dutch mass-market grocery offering a touch of Belgian-burgundian schwung. After all, Delhaize’s strength—and AH’s learning opportunity—lies in the life-enjoying attitude.
Request numbers
Because the FavorFlav editorial team was unfortunately not among the invitees, but did have some requests, we published our own wish list. Delhaize’s strongest points, served up on a platter.
Our modest wish list: live lobsters, artisanal mayo and, above all, butter, butter and butter.
From live lobsters, oysters, razor clams and other seafood, to Delhaize own-brand artisanal mayo in the clip-top jar, and especially butter, butter and butter. Never having to drive to the Belgian border again for the Bruges butter roll! Never a week without Ardennes cultured butter!
Cardboard shelf
This week it was announced which thirty products would ultimately be added to the Appie range on a cardboard shelf for a period of four weeks. Apart from the pickle chips (yes!) and two artisanal beers (always a good thing), it is a rather Zaanse grocer’s little package of Delhaize own-brand biscuits, chocolate, sauces (unfortunately not our favourite) and tea. Packets and sachets.
And now we wonder: Is this really what the fifty safari-goers picked from that mouth-watering Delhaize range? Or was the group of thirty products mainly intended to confirm the impression that the two merged—and, to many, seemingly incompatible—supermarkets really are two peas in the same Zaanse pod? Really, eve-ry-body Appie?
Hunting game
Logistical reasons too—packets stack better in the truck—will have been decisive for Appie. And then to think that the word ‘safari’ really does imply ‘hunting’ live animals. As does Delhaize’s nickname, ‘The Lion’.
Text: Marjan Ippel
