Giant Store Enhances Shopper Experience

Retailer rejuvenates shopping with more room, a larger selection and global emphasis.

The Giant Company is celebrating the success of a new Allentown, PA, store that opened in November 2025. The new store, managed by 18-year grocery veteran Mike Ramos, is bigger and offers a wide product assortment.

“This store in the South Mall Shopping Center replaced our previous store on West Emmaus Avenue,” says Chris Keetch, director of produce and floral at The Giant Company, headquartered in Carlisle, PA, with nearly 200 stores under banners Giant, Martin’s, and Giant Heirloom Market.

“Exceeding the expectations of our loyal customers is at the forefront of everything we do, and it starts with accommodating changing grocery needs,” says Keetch. “This new store enhances the overall shopping experience for our customers, while continuing to showcase what we’re known for — delivering value, freshness and kindness.”

The store’s customer demographic is diverse. “Our shoppers include a large Hispanic Puerto Rican population, and we have a strong presence of Millennial families and Gen Z shoppers,” says Keetch. “In general, customers shopping this location are price-conscious and prioritize produce, seeking a fresh, high-quality, broad assortment. Hispanic customers are especially interested in global items and flavors, including exotic, tropical fruits and root vegetables.”

The new location boasts Giant’s signature fresh departments expanded with wider product assortment across the store. “This includes a large, market-feel produce department with dedicated space for organics,” says Keetch.

The store has meat and seafood, a service deli, dairy, bakery, full-service floral, a large beer and wine area, and an in-store pharmacy. It also features a hot food bar with smoked and barbecue meats, pre-pack salad offerings in the deli, a specialty cheese case, and an in-store sushi chef.

SETTING THE ATMOSPHERE

Giant considers produce one of its signature departments. “It’s one of the most obvious ways we bring our mission of delivering value, freshness, and kindness to life,” says Keetch. “Produce leads off the visit and sets the tone for the entire store and shopping experience. It is said if your produce department is fresh and properly merchandised, then the rest of the store will be, too.”

The new store occupies about 68,000 square feet, with approximately 5,000 square feet of selling space for the produce department. “This is an expansion of 29% over our previous location,” says Keetch. “We carry approximately 1,200 SKUs, including organic and cut-fruit, as well as the typical produce assortment.”

In this new store, Giant took a stance on global flavors. “Our store customer base includes a high Hispanic population, who tend to buy more and better-quality global varieties,” says Keetch. “A main floor display was built to showcase the global flavors, along with a front-facing end of plantains and green bananas.”

This store also has a host of innovations. “Some examples include the upright, sustainable refrigerated cases with glass doors to help with carbon emissions and also to help maintain critical temperatures,” says Keetch. “There is an avocado island instead of an end to bring them more predominantly into the customers’ focus.”

Produce is critical to store success. “This is a fresh, clean and new department, with experienced leadership to manage the department and grow sales,” says Keetch. “If this produce department thrives, the entire store will follow suit.”

The massive department has a bright, open feel, with a variety of well-spaced island displays, making it easy for customers to shop. A 102-foot wet rack and a 62-foot sustainable refrigerated case with glass doors line the side. “Displays and proper merchandising create excitement in produce departments,” says Keetch.

Keetch explains the department is set to meet customers where they are. “In the fall/winter, apples and citrus are at the forefront,” he says. “In the spring/summer, stone fruit and melons take center stage.”

TEAMWORK AND EXPERTISE

Giant’s team members are crucial to the new store and produce department. “In this store and all of our stores across the company, our team members are key to a successful produce department,” says Keetch. “Our customers at the new store have seen many familiar team members from our West Emmaus Avenue store, as well as some new faces. Their training and knowledge, coupled with merchandising know-how, our compelling commercial plan, and great products from our supplier partners, define our signature produce department.”

The store also credits collaboration between personnel for success. “Following the merchandising plans sent out and also open communication are where we set ourselves apart,” says Keetch. “The category team gives the initial merchandising initiatives for the operations team to implement. When it just won’t ‘work’ for operations, then a meet and fix is had with merchandising and operations.”

Regular and assorted communication with shoppers is fundamental. “As far as promoting produce items, we use weekly circulars, social media, and multiple in-store display plans,” says Keetch. “When an item is new or looking to re-invigorate, we use sampling and displays to help inform customers.”

inside the store

Giant
South Mall Shopping Center, 3300 Lehigh St., Allentown, PA
Tel: 610-791-9644
Hours: 6 a.m.-10 p.m. Seven days a week