Ahold Delhaize USA banners manage made-to-order with Instacart
Ahold Delhaize USA is expanding its partnership with Instacart.
The U.S. subsidiary of Dutch supermarket conglomerate Ahold Delhaize is deploying the Instacart FoodStorm order management system. Ahold Delhaize USA is building on an existing online delivery collaboration with Instacart, including an instant essentials delivery program.
Leveraging FoodStorm, participating Ahold Delhaize USA brands Food Lion, Giant and Martin’s, operated by the Giant Company, will manage customer requests for made-to-order items such as fresh bakery platters, customizable deli meat and cheese trays, dessert flights, floral arrangements and balloons.
FoodStorm is the order management system (OMS) Instacart purchased in October 2021 and revamped with new capabilities in October 2023 and September 2024. In February 2025, Instacart integrated FoodStorm to its in-store kiosk ordering and kitchen display system.
[READ MORE: Instacart integrates FoodStorm order management system with kiosks]
The solution is designed to streamline perimeter prepared food counter operations, such as made-to-order and catering, for grocery retailers. FoodStorm manages the entire process from ordering and preparation to pick-up. It is part of part of Connected Stores — a bundle of new and existing Instacart Platform in-store grocery technologies.
“By expanding our partnership with Instacart to enable the FoodStorm platform, we’ve introduced a more seamless, modern way to order catering,” said Keith Nicks, chief digital and commercial officer, Ahold Delhaize USA. “This collaboration unlocks new digital capabilities for our brands and elevates the omnichannel shopping experience for their customers.”
FoodStorm enables customers to place orders online, by phone by calling their local store or directly in-store—and manage their orders through a single system festuring self-service tools and access to purchase history.
"We’re thrilled to deepen our partnership with Ahold Delhaize USA and its brands by making FoodStorm available for deli, bakery and floral departments," said Rob Hill, GM of order ahead at Instacart. "As more customers seek freshly prepared, made-to-order items, FoodStorm helps retailers meet that demand with modern, efficient tools that improve both the customer and team experience. Together, we’re unlocking new ways for Ahold Delhaize USA’s brands to improve the customer experience with added convenience."
Over time, Ahold Delhaize USA brands will evaluate the technology for further integration with and support of e-commerce capabilities like pre-ordering for pick-up or delivery.
Ahold Delhaize USA, a division of global food retailer Ahold Delhaize, operates: Food Lion, The Giant Company, Giant Food, Hannaford and Stop & Shop. Instacart partners with more than 1,800 national, regional, and local retail banners to facilitate online shopping, delivery and pickup services from nearly 100,000 stores across North America on the Instacart Marketplace.
