Food Lion 2014 Annual Report Download - page 15

Delhaize Group Annual Report 2014 • 13
OUR PROMISES KEY PERFORMANCE INDICATORS
Our Customers trust us to provide a great local
shopping experience, in stores and online.
They expect an experience that delivers value for
them, meets their grocery needs, and delights
them with innovations in taste and convenience.
Customers prefer us because we consistently
deliver well-stocked stores that are conveniently
located. We offer food that is fresh, nutritious and
affordable. We employ friendly people and we
deliver an efficient experience.
 Read more on p. 14
NET PROMOTER SCORE (NPS)
NPS assesses customer loyalty by asking the question: “On a
scale from 0 to 10, where ‘0’ means ‘not at all likely’ and ‘10’
means ‘extremely likely’, how likely are you to recommend a
Delhaize Group Banner to a friend or a colleague?”
0-6
% detractors
7-8
neutral
9-10
% promoters
 Net promoter score is being
used to measure how we are
being perceived by our customers.
We will measure both the evolution
over time as well as against
competitors.
RELATIVE MARKET SHARE (RMS)
RMS measures how strong we are in a local market.
For market leader:
RMS = #1 player market share
#2 player market share
For all other players:
RMS = player market share
#1 player market share
 T he relative market share metric
will tell us how well we are doing
in our various and specific markets.
Our goal is to be number one or
number two in the markets where
we do business as measured by
our relative market share.
Our Associates trust us to be a rewarding
employer.
We not only provide the paycheck that allows them
to do the things they need and want to do, we also
invest in providing a safe, respectful and inclusive
working environment, opportunities for growth and
development, and a sense of accomplishment and
pride in working for a company that is built on core
values of determination, integrity, courage, humility
and humor.
 Read more on p. 18
ASSOCIATE ENGAGEMENT SURVEY
 The Associate Engagement
Survey gives a voice to our
associates about key aspects
of their work, such as daily
responsibilities, company
leadership, feedback on
performance and recognition of
achievements.
Our Communities trust us to be responsible
neighbors.
They expect us to support thriving communities
by employing local people, partnering with local
suppliers, respecting the environment and reducing
food waste, and empowering customers and
associates to lead healthy and sustainable lives.
 Read more on p. 22
2020 SUSTAINABILITY GOALS
• Increasing sustainability and health of our private brands
(7 goals on nutrition, food safety, fair working conditions,
and sustainable commodities);
• 100% of our stores maximizing donations of shrink to feed
people in our local communities;
• Increasing our company recycling rate to 80%;
• Reducing our greenhouse gas emissions by 20% from 2008-
2020, and reducing the climate impacts of our refrigerants;
• Supporting wellbeing for our associates, and employing
a more diverse and inclusive team;
• Ensuring regular development conversations for all
associates.
 Our 2020 Sustainability
Goals help measure how we
are contributing in our local
communities. Our goal is for
the local communities where
we operate to highlight us as
one of the more innovative and
responsible retailers they know.
DOW JONES SUSTAINABILITY INDEX (DJSI)
The DJSI measures company performance in economic, social,
and environmental dimensions. The top 10% of performers in
each sector are selected for the World Index. Our goal is to be
in the Dow Jones Sustainability Index.
Our Shareholders trust us for value creation.
They expect us to deliver on our commitments
and future ambitions. They have numerous
opportunities to invest their money elsewhere,
so they need to see and believe that their money
delivers what they expect it to deliver.
 Read more on p. 26
(6 X UNDERLYING EBITDA) – NET DEBT
6 X underlying EBITDA is a conservative measure of the
value of a company and by subtracting net debt it gives our
shareholders a good idea of our investment potential.

We expect investors to buy
our shares because Delhaize
Group shares are a long-term,
quality investment. We will look to
continue to create value in line with
our peers by supporting growth
opportunities in attractive markets,
realizing operating excellence and
efficiencies and maximizing our
assets’ potential and return.