Ahold Delhaize USA taps Instacart FoodStorm solution at Food Lion, GIANT and MARTIN’S

Ahold Delhaize USA has announced an expansion of its partnership with Instacart to leverage its FoodStorm order management system.

The technology will enable participating Ahold Delhaize USA brands to enhance customers’ shopping experience when requesting made to order items such as fresh bakery platters, customisable deli meat and cheese trays, dessert flights, floral arrangements and balloons.

The FoodStorm solution is now live at Food Lion, GIANT and MARTIN’S, operated by The GIANT Company.

“By expanding our partnership with Instacart to enable the FoodStorm platform, we’ve introduced a more seamless, modern way to order catering,” says Keith Nicks, Chief Digital and Commercial Officer, Ahold Delhaize USA. “This collaboration unlocks new digital capabilities for our brands and elevates the omnichannel shopping experience for their customers.”

FoodStorm aims to make it easy for customers to place orders online, by phone by calling their local store or directly in-store, and manage their orders through a single system. With self-service tools and access to purchase history, the technology enables customers to enjoy greater convenience when ordering fresh, made-to-order items.

“We’re thrilled to deepen our partnership with Ahold Delhaize USA and its brands by making FoodStorm available for deli, bakery and floral departments,” says Rob Hill, General Manager of Order Ahead at Instacart.

“As more customers seek freshly prepared, made to order items, FoodStorm helps retailers meet that demand with modern, efficient tools that improve both the customer and team experience. Together, we’re unlocking new ways for Ahold Delhaize USA’s brands to improve the customer experience with added convenience.”

Ahold Delhaize USA brands will evaluate the technology for further integration with and support of e-commerce capabilities like pre-ordering for pick-up or delivery.

2025 RTIH INNOVATION AWARDS

Order management systems will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.