US-based supermarket chain Giant Food has unveiled a new store concept, Giant Heirloom Market, with a focus on urban neighbourhoods.

The retailer has opened its first store under the concept on Bainbridge Street in Philadelphia, Pennsylvania, US.

Giant Food growth initiatives director Paul Madarieta, along with his team developed the store concept.

The company has conducted meetings with local residents, market research and format exploration for a year to design the concept.

Covering 883m┬▓, Giant Heirloom Market offers a range of seasonal foods and everyday essentials to customers.

The retailer has arranged an on-site produce chef to prepare vegetables and fruit on request, and the store kitchen to accommodate samplings and demonstrations.

“Everything is fresh and flavourful from our meats to our seafood and, of course, our produce.”

Giant Heirloom Market store manager Angel Cordero said: “Just like all Philadelphians, we’re passionate about our local food. We’re proud to partner with local purveyors.

“We’re carrying products from High Street on Market, Isgro Pastries, One Village Coffee and Sarcone Bakery and everything is fresh and flavourful from our meats to our seafood and, of course, our produce.”

Last month, the supermarket chain announced its plans to invest $175m in a move to expand and remodel its store network over the next two years.

Leveraging the investment, the retailer will establish a new store in Fairfax Circle, Virginia, as well as remodel 24 existing stores across the US.

Giant Food currently operates 164 supermarkets in Virginia, Maryland, Delaware, and the District of Columbia with approximately 20,000 associates.