Colruyt Group acquires Delitraiteur from Louis Delhaize Group
Founded in 1990, Delitraiteur is the specialist in meal solutions with more than 200 freshly prepared dishes. Delitraiteur is open 7 days a week, from 7.30am to 10pm. In addition to its unique range of meals, Delitraiteur offers a wide range of food products, 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 of which are operated by independent entrepreneurs.
This acquisition allows Colruyt Group to grow further and focus more on an offer that provides convenience to the customer. This therefore fits within the group’s strategic objectives.
Jo Willemyns, COO Food Retail Colruyt Group: “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 already put a lot of effort into this. We increased our presence in the cities, we opened Okay Direct where customers can do their shopping 24/7, we expanded the fresh range at Okay and we recently participated in BON – the gourmet bar offering high-quality, home-made on-the-go products. Acquisitions are also part of our growth strategy. The acquisition of Delitraiteur will allow Colruyt Group to focus even more on a convenience offer, with ready-to-heat and ready-to-eat meals.”
Colruyt Group reached an agreement to acquire 100% of Delitraiteur’s shares. All shops will remain and the brand name will also be retained. The current management will remain on board to further pursue the unique and highly distinctive concept in the market together with Colruyt Group.
“Delitraiteur is a nice retailer, driven by convenience and innovative products. As such it is an interesting outlet for new brands entering the market. However for international players dealing directly with the Belgian market, the volume is not always there, which often makes it logistically not viable. Hopefully an integration into the Colruyt Group could offer the scale and volume needed”, says Philip Horemans, MD of Green Seed Belgium.
The acquisition has yet to be approved by the Belgian Competition Authority. Colruyt expects to complete the deal in the first quarter of 2025.
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