The way we shop for groceries is undergoing a quiet but profound transformation, driven by technology designed to bring unparalleled efficiency and, hopefully, more savings directly to consumers. At the forefront of this exciting shift in the American retail landscape is Giant Eagle, a supermarket chain deeply rooted in its communities, now embracing digital innovation to redefine the in-store experience. This commitment to leveraging technology for customer benefit is poised to reshape how we interact with our favorite brands and daily essentials, promising a future where value and convenience are updated in real-time.
Giant Eagle has strategically rolled out a new pricing initiative specifically for its myPerks members, a program designed to deliver significant value amidst the persistent challenge of inflation. This innovative approach offers savings of up to 20% on a vast selection of over 1,000 products, directly addressing the financial pressures many households face today. These lower prices are now readily available across both Giant Eagle’s traditional supermarkets and its upscale Market District locations, signaling a comprehensive commitment to affordability for its loyal customers.
Driving this initiative are distinctive blue shelf tags, clearly marking the items eligible for myPerks pricing. This visual cue simplifies the shopping experience, helping customers effortlessly identify sale items across various departments, including fresh meat, produce, and dairy, encompassing both national and Giant Eagle brand products. Furthermore, to provide even greater flexibility and benefit, the grocer has extended the expiration of its myPerks points through the end of 2022, offering members more time to accrue and utilize their rewards.
Jannah Jablonowski, a spokesperson for Giant Eagle, articulated the company’s motivation, stating, “The past two years have been challenging for our communities and we recognize that value has become a necessity for our guests who are trying to maintain their budgets.” She emphasized that this understanding has been the driving force behind the myPerks launch, moving beyond a conventional loyalty program to establish a robust value platform. This strategy, she explained, is designed to support guests through current economic challenges while also providing Giant Eagle the agility to expand and evolve benefits as consumer needs continue to shift.
The adoption of digital price tags, while a game-changer for Giant Eagle’s myPerks program, is part of a broader, industry-wide movement reshaping how retailers manage inventory and pricing. Major players like Walmart and Kroger are actively replacing traditional paper-and-ink labels with electronic shelf labels (ESLs), signaling a future where prices can be adjusted with unprecedented speed and ease. Walmart, a leader in this transition, plans to implement these advanced labels in 2,300 stores by 2026, with several California locations already featuring the technology.
The primary appeal of electronic labels for retailers lies in their efficiency. Employees, previously burdened with the time-consuming manual task of printing and placing countless paper labels, can now update prices on products with just a few clicks. This increased efficiency promises significant labor savings, a crucial factor for grocery retailers who operate on notoriously thin margins, as noted by Santiago Gallino, a professor specializing in retail management at the University of Pennsylvania. Gallino commented, “In my conversation with retailers, it’s clear that those who are pushing towards this technology are mainly trying to drive efficiency up in the stores and try to reduce costs.”
However, this technological leap has not been met without apprehension, particularly from consumer advocates and policymakers. Concerns have been raised that the ability to quickly alter prices could pave the way for a practice known as “dynamic pricing,” where the cost of everyday goods might fluctuate based on variables like the time of day, weather conditions, or other fleeting events. U.S. Senators Elizabeth Warren (D-Mass.) and Bob Casey (D-Pa.) voiced these worries in a letter to Kroger Chief Executive Rodney McMullen, highlighting the potential for retailers to take advantage of customers.
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The senators warned that dynamic pricing could lead to scenarios such as raising the cost of ice cream on a hot day or rapidly increasing the price of water and canned goods ahead of an impending storm. This prospect has ignited a debate about consumer protection in an increasingly digitized retail environment. The core fear is that while retailers gain efficiency, consumers might lose predictability and fairness in pricing, especially during periods of high demand or perceived scarcity.
In response to these concerns, both Kroger and Walmart have strongly denied any plans to implement dynamic pricing. Spokespersons for both companies have clarified that electronic shelf labels will exclusively be used to facilitate *lower* costs for customers. A Kroger spokesperson emphasized, “Kroger’s business model is to lower prices over time so that more customers shop with us. Any test of electronic shelf tags is to lower prices more for customers where it matters most. To suggest otherwise is not true.” Similarly, a Walmart spokesperson stated that updates to the electronic tags would primarily reflect lower prices for items on sale or final clearance, assuring that prices would not fluctuate throughout the day.
Despite these assurances, industry analysts like Phil Lempert acknowledge the “slippery slope” that digital tags could present. While he agrees that the technology can remove significant costs from the system, which is undeniably beneficial, he cautions that “once that’s installed, and regardless of what any retailer is going to say, it’s now easy to change prices.” This underlying ease of change fuels consumer skepticism, especially in an era of high inflation where consumers are already acutely aware of rising prices for essential goods. RetailWire CEO Dominick Miserandino articulated this sentiment, noting, “Consumers are exceptionally skeptical. When most of the consumer reaction to any product seems to be overwhelmingly negative, it’s probably a product that one might want to reevaluate quickly.”
The apprehension surrounding dynamic pricing is not new; earlier this year, fast-food chain Wendy’s faced considerable backlash over its new digital menu boards and the perception that they might enable similar price fluctuations. The issue has also gained political traction, with Vice President Kamala Harris signaling her intent to support a federal ban on corporate price gouging on groceries, underscoring the political sensitivity and widespread public concern over fairness in pricing.
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For Giant Eagle, this digital shift is but the latest chapter in a long and storied history of innovation and adaptation. The company’s journey began humbly in 1923 when David Javitch opened a small meat market in Carlisle, Pennsylvania, known simply as Carlisle Meat Market. Thirteen years later, in 1936, Javitch purchased a store in Lewistown, Pennsylvania, renaming it the Giant Shopping Food Center. This marked a significant departure from the original meat market, introducing a revolutionary concept for its time: a total grocery store that offered dry goods and perishables under one roof, a new convenience that quickly proved successful.
Despite its successes, the early years of the business were not without formidable challenges. Prior to the Lewistown acquisition, Javitch’s venture into Hagerstown, Maryland, with another store met an abrupt end, opening and closing within the same month. His main store in Carlisle was tragically destroyed by fire, and the Lewistown store endured devastating floods on two separate occasions. Each setback, however, only seemed to fortify Javitch’s resolve, compelling him to rebuild and expand, fostering a spirit of resilience that continues to define the company.
The 1950s ushered in an era of steady growth for the company, as it strategically capitalized on the burgeoning trend of suburban development and the rise of strip malls. Javitch relocated his downtown Carlisle store to a modern, purpose-built structure at 100 North Hanover Street in 1953, rebranding it as Carlisle Food Market. This new store was remarkably modern for its time, boasting features such as a dedicated parking lot, attentive baggers, and effective outside lighting, enhancing the overall shopping experience. A second Carlisle Food Market location followed in 1964 at the Carlisle Plaza Shopping Center, further expanding the company’s footprint.
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The company continued its growth trajectory, opening additional stores under the Giant Foods name. By 1968, the ninth store was inaugurated in Harrisburg, Pennsylvania, marking a pivotal moment as David Javitch transitioned to chairman of the board, entrusting the presidency to his son, Lee Javitch. This period of accelerated expansion included the significant acquisition of the Martin’s chain in Hagerstown, Maryland, in 1969—stores that have proudly retained the Martin’s name to this day. In 1970, the company extended its reach into New Jersey, launching three stores under the Clover-Markets banner.
In 1972, Nick Riso joined the company as vice president of sales and operations, ushering in a new merchandising strategy centered on the introduction of “Everyday Low Prices.” By 1973, coinciding with the company’s 50th anniversary, Giant operated a total of 18 stores. Following David Javitch’s passing in 1974, Lee Javitch established the David Javitch Memorial Scholarship Fund, a lasting tribute dedicated to benefiting the children of Giant/Martin’s employees. As the 1970s concluded, the company had grown to 24 operational stores and boasted a workforce of 3,400, with Nick Riso appointed president and Lee Javitch assuming the role of chairman.
The most significant change in the company’s ownership came in 1981 when the Javitch family sold the entire enterprise to Royal Ahold Corporation, a prominent food retailing business based in Zaandam, the Netherlands. At the time of this landmark agreement, Giant was operating 29 supermarkets. Throughout the 1980s, under Ahold’s stewardship, Giant continued its expansion. In 1988, Allan Noddle was appointed President of Giant Food Stores, coinciding with the opening of the 50th Giant store. Noddle himself became a recognizable public face, serving as a spokesman in Giant’s radio and television advertising campaigns, further solidifying the brand’s presence.
The late 1980s through the mid-1990s marked a period of extensive modernization for both Giant and Martin’s stores. Virtually every location within the chain underwent comprehensive remodels, significant expansions, and crucial interior upgrades, enhancing the shopping environment for customers. Alongside these physical improvements, numerous new customer conveniences were introduced, including in-store banks, full-service pharmacies, convenient Chinese kitchens, inviting coffee shops, efficient photo processing, and practical dry cleaning services. By the close of 1996, Giant’s network had expanded to an impressive 75 stores, reflecting a sustained period of growth and strategic investment.
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The year 1997 brought about major structural changes with the merger of Giant and Edwards Super Food Stores, another Ahold-owned company. This merger transformed Giant into an even larger entity, operating two distinct divisions with a workforce of 23,000 employees spread across six states: Maryland, New Jersey, New York, Pennsylvania, Virginia, and West Virginia. Following the merger, Tony Schiano assumed the pivotal role of president and CEO of Giant, guiding the company through this significant integration and onward into the new millennium.
As the year 2000 approached, Giant Food Stores embarked on a period of extensive technological innovation and introduced new retail concepts. The first new prototype store opened its doors in Hellertown, Pennsylvania, setting a new standard. Additional new stores soon followed, incorporating a range of modern shopping conveniences designed to enhance the customer experience, such as on-site gas stations, comprehensive full-service floral departments, refreshing smoothie and juice bars, expanded deli and bakery selections, and a greater emphasis on organic produce under their dedicated Nature’s Promise brand.
The early 2000s also witnessed further organizational restructuring within Ahold. The Edwards stores across New Jersey and New York were transitioned to another Ahold-owned company, Stop & Shop, undergoing remodeling and reopening under the Stop & Shop banner. With this major strategic change, Giant focused its energies on its core expansion plans, successfully opening stores in new market areas such as Altoona, Pennsylvania. In 2001, Giant forged an alliance with Tops Markets, LLC, based in Buffalo, New York, creating a partnership known as Shared Services. This initiative was designed to allow both companies to maintain their individual identities and operations while collaboratively supporting corporate functions, streamlining processes and enhancing efficiency.
Technological enhancements for customer convenience continued with the company-wide implementation of U-Scan self-checkout registers, a move aimed at reducing wait times and providing more autonomy to shoppers. A new marketing campaign, “Quality. Selection. Savings. Every Day,” was simultaneously introduced, reinforcing the brand’s commitment to delivering value. Beyond retail operations, Giant Food Stores also expanded its community engagement by sponsoring the Giant Center arena in Hershey, Pennsylvania, which serves as the home of the Hershey Bears hockey team, as well as the Skyview at Hersheypark, cementing its presence in local leisure and entertainment.
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January 2003 marked a major organizational shift as Shared Services evolved, leading to the full integration of Tops into the Giant organization. By October 12, 2005, Giant unveiled a new “Super Giant” store in Camp Hill, Pennsylvania, strategically designed to compete with the entry of Wegmans supermarkets into the area. Another impressive Super Giant location opened in Willow Grove, Pennsylvania, on March 5, 2008, boasting a vast total area of 97,300 square feet, establishing it as Giant’s largest store in Pennsylvania at the time.
In a significant move on September 6, 2006, Jack Clemens of Clemens Family Markets Inc. and his family sold 14 of their 22 stores to Royal Ahold, with the remaining eight going to C&S Wholesalers. Thirteen of the Ahold-acquired stores were subsequently rebranded as Giant, while one retained its FoodSource identity, Clemens’ upscale gourmet banner. C&S, in turn, promptly sold six of its acquired stores to A&P, which then rebranded them as SuperFresh stores, further reshaping the regional grocery landscape.
Leadership continued to evolve within the company. On February 1, 2007, Carl Schlicker assumed the role of CEO of Giant/Tops, succeeding the retiring Tony Schiano. A year later, on July 10, 2008, Royal Ahold announced that Sander van der Laan, then Executive Vice President of Marketing and Merchandising for Albert Heijn (an Ahold-owned Dutch supermarket chain), had been appointed president and CEO of Giant-Carlisle. This appointment followed Carl Schlicker’s new role as president and CEO of Stop & Shop/Giant-Landover, reflecting Ahold’s broader strategic alignment.
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Further solidifying its market position, Ahold USA announced the sale of Tops Markets, LLC, to Morgan Stanley Private Equity on October 11, 2007, effectively separating Giant-Carlisle from Tops. A major expansion into Virginia was then announced on December 17, 2009, with Giant-Carlisle’s purchase of the Ukrops chain. These newly acquired stores subsequently operated under the Martin’s banner, extending Giant Eagle’s regional influence and brand presence.
The 2010s brought new leadership and continued expansion. On January 7, 2010, Rick Herring was appointed the new president and CEO of Giant-Carlisle. In 2011, Giant opened its first grocery store within the city limits of Philadelphia, located on Grant Avenue, marking a significant entry into a major urban market. By December 14, 2011, the combined network of Giant and Martin’s boasted more than 180 stores across four states, complemented by 92 gas stations, demonstrating a robust and diversified presence.
Further strategic acquisitions bolstered Giant’s footprint in the crucial Philadelphia area. On January 5, 2012, Giant announced a substantial deal to acquire 16 Genuardi’s Family Markets for $106 million, significantly expanding its presence in the region. In January 2018, Nicholas Bertram became the new President of Giant/Martin’s, succeeding Tom Lenkevich upon his retirement, signaling a new era of leadership. The company continued its strategic growth in November 2018, announcing the acquisition of five Shop ‘n Save supermarkets from SuperValu, Inc., which were then integrated under its Martin’s Food Markets banner. Additionally, in 2019, Giant acquired one store from Ferguson & Hassler and three stores from Musser’s Markets in Pennsylvania, demonstrating a consistent strategy of market consolidation and expansion.
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Innovation extended beyond acquisitions into daily operations with the 2019 rollout of a robotic assistant named “Marty” to all Giant Eagle locations. This autonomous robot travels unassisted around the store, efficiently checking for hazards and allowing employees to dedicate more time to engaging directly with customers, enhancing the overall service experience. In another forward-thinking move in 2019, Giant introduced the Giant Heirloom Market, a smaller, more tailored store format specifically designed for urban environments. The inaugural Giant Heirloom Market location opened its doors on January 25, 2019, in the Graduate Hospital neighborhood of Philadelphia, marking a new approach to urban grocery retailing. This concept expanded to other Philadelphia neighborhoods, including University City and Northern Liberties, with the latter even featuring an innovative underground taproom, blending retail with unique community amenities.
August 2019 brought an ambitious announcement from Giant: plans to open a two-story, 65,000-square-foot flagship store in Center City Philadelphia, as part of the Riverwalk development along the Schuylkill River. This grand store, which officially opened on March 19, 2021, was designed with dedicated shelf space for local vendors, an inviting outdoor terrace, and a convenient free parking garage, embodying a modern urban grocery experience. Concurrently, in February 2019, the company launched its first e-commerce hub, the Giant Direct brand, specifically catering to online pickup and delivery orders, further solidifying its omnichannel retail strategy.
The 2020s ushered in a new identity and focus for the company. In February 2020, Giant Food Stores officially announced its plans to adopt a new name, The Giant Company, alongside updating logos across all its grocery retailer business locations. By August 2020, following this extensive rebranding campaign, the company introduced a new slogan, “For Today’s Table,” which prominently emphasized family values, reflecting a deeper connection with its customers. The onset of the COVID-19 pandemic prompted a swift response from the grocery chain, which temporarily limited some vital products to manage demand, but quickly resumed normal practices. Company officials also actively utilized public social media channels to discourage hoarding, promoting responsible shopping. Other significant measures implemented during this period included reserved shopping times specifically for customers aged 60 and older, adjusted store hours, and the introduction of contactless delivery for online grocery orders through Giant/Martin’s Direct, ensuring safety and convenience during unprecedented times.
Leadership continued to evolve within The Giant Company. In March 2021, Glennis Harris joined the organization as senior vice president of customer experience, bringing her expertise to further enhance the shopper journey. A pivotal development in the company’s e-commerce capabilities occurred in November 2021, with the grand opening of a new Giant Direct E-commerce Fulfillment Center (EFC) on Island Avenue in Philadelphia, Pennsylvania. This impressive 124,000-square-foot facility operates as a dedicated distribution center for Giant Direct online orders, also serving brick-and-mortar customers in Philadelphia and southern New Jersey, with a claimed capacity of approximately 15,000 home delivery orders per week. To further optimize its distribution processes, the supermarket chain strategically partnered with robotics provider Swisslog, integrating AutoStore’s advanced robotic storage and retrieval system to automate routine tasks within the center, showcasing a commitment to cutting-edge efficiency.
Further reinforcing its physical presence, Giant opened three new supermarkets in November and December of 2021. Two of these were located in Philadelphia—a sprawling 67,000-square-foot store at 2201 Cottman Avenue and a 46,000-square-foot store at 1403 South Christopher Columbus Boulevard. The third new store, a 72,500-square-foot location, opened in Bucks County at the Cross Keys Place shopping center in Doylestown. A particularly notable opening on December 16, 2021, was a Giant Heirloom Market located on the ground level of the former Strawbridge & Clothier flagship department store within the Fashion District Philadelphia. The company meticulously retrofitted the 32,000-square-foot space of this historical building, taking care to preserve its distinctive interior design elements, blending modern retail with historical preservation. Looking ahead, Giant has also announced plans for two more significant stores in Philadelphia: a 50,000-square-foot supermarket on North Broad Street and a 40,000-square-foot supermarket on South Broad Street at the corner of Washington Avenue, indicating continued growth in urban markets. The company’s focus on strategic leadership was also evident with the appointment of Parag Shah as VP-omnichannel merchandising center store on January 6, 2022.
The Martin’s Foods chain, while closely related to Giant-Carlisle, operates under its own distinct brand identity across Maryland, Virginia, West Virginia, and western Pennsylvania. These stores are generally identical in operation to Giant-Carlisle stores and are also owned by Ahold Delhaize. Historically, in 1998, when Ahold acquired Giant-Landover, some Martin’s stores were strategically closed and sold to other chains to comply with Federal Trade Commission regulations, particularly in areas where Giant of Landover held a more dominant market presence, such as Frederick, Carroll, Harford, and Cecil counties in Maryland. However, two Martin’s locations in this area, in Eldersburg and Rising Sun, were notably retained and continue to operate to this day.
Mirroring the advancements seen in Giant-Carlisle, the Martin’s chain, alongside its sister brand, implemented the Bonuscard program in 2000, enhancing customer loyalty and rewards. Around the same period, the chain began offering gasoline sales conveniently located in front of its stores, adding another layer of convenience for shoppers. Since August 2020, Martin’s has adopted the new company slogan, “For Today’s Table,” aligning its brand messaging with the broader Giant Company narrative, while previously using slogans like “Quality. Selection. Savings. Everyday” and “We’re with You.” A significant portion of Martin’s stores are open 24 hours, seven days a week, a testament to their commitment to accessibility. Martin’s consistently demonstrates strong market share within its trade areas, often holding the leading position.
The Martin’s name originated from a smaller chain based in Hagerstown, Maryland, which Giant-Carlisle acquired during its expansion efforts in 1968. What was once a local name in Hagerstown soon expanded its reach into nearby communities like Waynesboro, Pennsylvania; Martinsburg, West Virginia; Frederick, Maryland; and Winchester, Virginia. The chain has since stretched even further west into Maryland’s Allegany County, into West Virginia’s Jefferson and Mineral counties, into Virginia’s Culpeper and Warren counties, and as far south as Petersburg, Virginia. The Martin’s banner was also strategically extended into west central Pennsylvania following the purchase of corporate-owned Jubilee Foods stores. This decision was made to avoid confusion with Pittsburgh-based Giant Eagle, which operates stores in many of the same markets, ensuring clear brand differentiation. Martin’s now proudly operates stores in Altoona, Duncansville, Connellsville, Indiana, and DuBois. Despite the relative proximity of these locations to Pittsburgh, the Connellsville store is currently the only one situated within the Pittsburgh metropolitan area, and Martin’s presently has no plans for further expansion into the city itself.
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A significant expansion for Martin’s occurred with the acquisition of Ukrops Super Markets, allowing the chain to move even deeper into central Virginia, reaching stores as far south as Petersburg and as far east as Williamsburg. These specific locations in Richmond and Williamsburg offered notable differences: they thoughtfully maintained the beloved Ukrops recipes and brand within their bakery and prepared foods departments, preserving a local favorite. Additionally, associates at these stores traditionally offered to carry customers’ groceries to their vehicles, providing an extra touch of service. These locations also featured the Fuelperks branded fuel program, distinct from what was offered at other Martin’s stores. However, Martin’s exited the Richmond metropolitan area in 2017, closing some stores and selling the remainder to Publix Super Markets. This strategic divestment was primarily influenced by Ahold’s merger with Delhaize Group, the parent company of Food Lion, which has a significant presence in the Richmond area, with some stores located in close proximity to the Martin’s sites.
A key distinction exists between Giant-Landover (which serves more urban Central Maryland) and Giant-Carlisle (serving South-Central Pennsylvania): Giant-Landover is unionized, whereas Giant-Carlisle operates as a non-union entity, with the notable exception of its stores in Lewistown and Burnham, Pennsylvania. While Giant-Carlisle does sell products carrying Giant-Landover branding and actively utilizes their branding within stores, it is important to understand that they operate as independent companies, each with their own distinct operational structures and market focuses.
Beyond its core retail operations, The Giant Company is deeply committed to environmental stewardship and community engagement. In June 2020, the company achieved a significant milestone with its first solar project at its corporate headquarters in Carlisle, Pennsylvania, featuring a substantial 625kw rooftop solar array. Later that summer, this commitment to sustainability expanded with the addition of a seven-acre pollinator-friendly solar field at the same Carlisle headquarters, promoting biodiversity. Since 2021, The Giant Company has also installed pairs of Volta EV charging stations in its parking lots, supporting the growing adoption of electric vehicles among its customers.
Further demonstrating its dedication to renewable energy, The Giant Company entered into a long-term agreement in November 2021 with energy provider Constellation. This partnership is set to supply its operations in Pennsylvania, including select stores, fuel stations, and distribution centers, with renewable energy. The company is scheduled to receive an impressive 155 million kilowatt-hours of energy per year, significantly reducing its carbon footprint. As of 2022, the company was actively in the process of securing permits and undertaking installations, with plans to sell any excess energy back to the grid, highlighting a holistic approach to energy management.
The Giant Company also maintains strong ties within its communities through various partnerships and philanthropic endeavors. In 2018, Giant proudly became the official grocer of the Philadelphia Phillies, and in October 2019, it solidified its partnership with the Philadelphia 76ers, deeply embedding itself within the local sports culture. The same year, Giant entered into a multi-year agreement with the Commonwealth of Pennsylvania and the Pennsylvania Department of Agriculture, becoming the official sponsor of the Exposition Hall at the Pennsylvania Farm Show Complex & Expo Center in Harrisburg, supporting a vital agricultural event. Beyond these sponsorships, The Giant Company actively participates in numerous charity initiatives, including supporting the Please Touch Museum, the Children’s Hospital of Philadelphia, and the Children’s Miracle Network (CMN), demonstrating its commitment to youth and health. The company also collaborates with the Philadelphia Parks & Recreation Organization, providing essential funding for sports and recreation projects, contributing to community well-being. A significant act of philanthropy occurred in January 2022, when Giant donated $1 million to Pennsylvania’s Harrisburg University of Science and Technology, earmarked to fund its 23,000-square-foot Research and Education Center for Advanced Agriculture and Sustainability, fostering future innovation in the agricultural sector. The grocery chain also maintains a long-standing philanthropic relationship with the Pennsylvania State University, consistently supporting various associated projects, including Penn State Health Children’s Hospital and the Milton S. Hershey Medical Center, cementing its role as a key community partner.
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Giant Eagle’s journey, from a humble meat market in Carlisle to a sprawling network of modern supermarkets, underscores a consistent drive for innovation and customer value. The introduction of digital price tags and myPerks pricing is not merely a technological upgrade; it represents a bold step into a future where real-time adaptability meets customer needs, ensuring that value remains accessible even in a dynamic economic climate. As the retail industry continues its rapid evolution, Giant Eagle’s blend of historical resilience, strategic expansion, and forward-thinking digital integration positions it as a compelling model for how grocery chains can successfully navigate complexity, build trust, and continue serving their communities for generations to come.
