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40
DELHAIZE GROUP ANNUAL REPORT 2013
REVIEW
Southeastern Europe
Review
Alfa Beta - Greece
Through a combination of company-operated
and affiliated stores, Alfa Beta operates a mul-
ti-format store network in Greece. Alfa Beta is
known for its large assortment, including fresh
and organic products and local specialties. In
2013, Alfa Beta continued to meet the needs
of the Greek customer and was rewarded for
its customer-centricity with a higher market
share. Its store network increased by 13 stores
to reach a total of 281.
Mega Image - Romania
Mega Image operates neighborhood
supermarkets concentrated in Bucharest
with a focus on proximity and competitive
prices, coupled with variety and a strong
fresh offering. After accelerating its expan-
sion program in 2011 and 2012, Mega Image
maintained its high pace of expansion in 2013
by opening 103 new stores. An important lever
for this growth has been the development and
deployment of the Shop & Go format, enabling
Mega Image to respond to the proximity and
convenience needs of Romanian customers.
For the first time since the launch of the new
store format in 2010, Mega Image opened its
first Shop & Go store outside of Bucharest.
Serbia
Operating 381 stores mainly under the Maxi
brand, Delhaize Group is the leading food
retailer in Serbia. Next to Maxi, Delhaize Serbia
also operates under the Tempo brand. Both
banners offer a broad assortment, including
fresh and bakery products, with Maxi focusing
primarily on food and Tempo stressing more
non-food and general merchandise. One of
the significant strengths of Delhaize Serbia is
its excellent store locations.
To further develop its locational differentiation,
Delhaize Serbia introduced in 2013 a new
concept to the market, the Mini store. The Mini
store concept is located at a petrol station
and is open 24/7. It offers a wide assortment
of goods, including private brand products,
across a range of categories including dairy,
fruit, beverages, pet food and personal
hygiene.
Bulgaria(2)
In Bulgaria, Delhaize operates under the Pic-
cadilly brand. Piccadilly is known for its large
assortment, strong focus on fresh products
and extended opening hours. The network is a
mix of traditional Piccadilly supermarkets and
the Piccadilly Daily convenience stores. Most
Piccadilly stores are concentrated in the cities
of Sofia, Varna and Plovdiv. In the summer
of 2013, Piccadilly reached the important
milestone of opening its 50th store in the center
of Sofia. At the end of 2013, Delhaize Group
operated 54 stores in Bulgaria, an increase of
11 stores compared to the prior year.
Bosnia and Herzegovina(2)
Delhaize Group operates a network of
39 stores, making it one of the largest food
retailers in Bosnia and Herzegovina. The
multi-format network comprises Mini Maxi
convenience stores, Maxi supermarkets,
Tempo hypermarkets, and Tempo Express
discount stores.
INDONESIA
Delhaize Group operates in
Indonesia through a 51% holding
stake in Super Indo. Based on
a change in IFRS rules, Super
Indo is no longer proportionally
consolidated and is accounted for
under the equity method (one-line
consolidation).
With more than 245 million
inhabitants, Indonesia is the
largest economy in Southeast Asia
and in 2013 it has maintained its
reputation as a solid growth engine:
GDP(1) was up again by 5.7%, the
unemployment rate decreased
slightly, consumer confidence
climbed toward the high levels of
2005 and retail sales(1) peaked at the
end of 2013, with a solid growth rate
of 18.3%.
Super Indo capitalized on these
improving economic conditions
by opening 15 new stores in 2013,
expanding its total store count to
117. Most Super Indo stores are
located on the island of Java in the
densely populated cities of Jakarta,
Bandung, Surabaya and Yogyakarta.
Super Indo supermarkets offer a
wide variety of fresh products with a
focus on fresh fish and meat at low
prices, both of which are important
differentiators in the Indonesian
market.
DELHAIZE GROUP
HAS MAINTAINED
ITS INVESTMENT
LEVELS IN GREECE,
ROMANIA AND
SERBIA.
(1) Source: Trading Economics.
(2) Divested in the 1
st
quarter of 2014.