Delitraiteur gets a new owner: Colruyt Group is taking over all shares of the meal shop chain from Louis Delhaize Group, thus further betting on convenience.
Convenient and healthy meals
‘After thoroughly considering the future of Delitraiteur, Louis Delhaize Group has concluded that the brand and its 41 shops have greater potential when integrated into Colruyt Group,’ the retailer says in a press release. Colruyt Group states that with this acquisition, the company wants to grow further and focus more on an offering that offers convenience to customers.
‘We see that customers have a greater need for convenience and are looking for easy and healthy meals. In the past few years, we have therefore already put a lot of effort into this by, among other things, increasing our presence in the cities, the shop openings of Okay Direct where customers can do their grocery shopping 24/7, the expansion of the fresh range at Okay and the recent participation in BON – the gourmet bar that offers high-quality and home-made on-the-go products. The acquisition of Delitraiteur allows Colruyt Group to focus even more on a convenience offer, with ready-to-heat and ready-to-eat meals,’ says Jo Willemyns, COO Food Retail at Colruyt Group.
Brand is preserved
Delitraiteur was founded in 1990 as a specialist in meal solutions with more than 200 freshly prepared dishes, salads and sandwiches that can be taken away or consumed on the spot. Its shops are open seven days a week, from 7.30am to 10pm. Delitraiteur also offers a wide range of food, including more than 1,000 Belgian products and numerous exclusive items. Today, there are 40 shops in Belgium and one in Luxembourg. All but three stores are operated by independent entrepreneurs.
Colruyt Group plans no changes to the brand, concept and franchise model and is taking over all teams. The parties involved are not giving financial details of the transaction, which is expected to close in the first quarter of 2025.