ZAANDAM, THE NETHERLANDS - Ahold Delhaize is tackling brand growth with a tech-forward approach, announcing a new tech studio—AD/01—in Bucharest, Romania. As brands become a critical strategy for supply-side companies, this move is one to watch. 

“Our great local brands strive to create the leading local food shopping experience. As part of our tech ambitions, we focus on providing seamless digitally enabled experiences, whether in-store down the aisles, at the checkouts, or behind the scenes,” said Wouter Kolk, Chief Executive Officer of Ahold Delhaize Europe and Indonesia. “With the evolving needs of our customers come new challenges, which is why we are creating AD/01. This tech studio will bring together sharp minds to develop innovations that serve people today and tomorrow and serve all our European brands. In doing so, we are also investing in the Romanian market, where we already operate through our local brand Mega Image.”

As Ahold shared in a recent press release, the plan is to have roughly 250 top tech talents involved in the studio over the next few years. The company is currently in the process of solidifying its recruiting activities, with a primary focus on the Romanian market, which has a large pool of tech talent.

Aiming to foster a vibrant inclusive engineering culture, AD/01 will play a pivotal role in strengthening Ahold Delhaize’s capabilities as part of its digital, data, and tech ecosystem, the release explained. The dynamic teams of tech innovators will work on a wide range of topics, including web and app development and joining and initiating strategic projects in the areas of e-commerce, infra, data, loyalty, and core retail projects. The teams will collaborate on innovations to provide a top-tier customer experience at Ahold Delhaize’s European brands.

As the retailer continues to advance its tech capabilities and strengthen its digital strategies, what move is up next for Ahold Delhaize and its family of brands? ANUK will be here to report.