Stop & Shop, the Ahold Delhaize-owned grocery banner with 406 locations in New York and other areas in New England, has a new head of brand.
Stop & Shop is part of Ahold Delhaize USA, a division of the European grocery giant of the same name. Ahold Delhaize USA announced that Roger Wheeler will become brand president at the end of September as part of a planned leadership transition.
Ahold Delhaize is No. 3 in the Europe Database. The database is Digital Commerce 360’s ranking of the largest online retailers in the region. Digital Commerce 360 projects Ahold Delhaize web sales will reach $13.23 billion in 2024.
Ahold Delhaize web sales by year
Stop & Shop’s new brand president, Roger Wheeler
Roger Wheeler, incoming brand president at Stop & Shop | Image credit: Ahold Delhaize USA
Wheeler’s appointment followed Ahold Delhaize USA’s announcement that Stop & Shop brand president Gordon Reid plans to retire in mid-2025.
Wheeler, who was already serving as chief commercial officer for Ahold Delhaize USA, will take over his new duties Sept. 30. In selecting Wheeler for the promotion, the chain said it was showcasing the depth of talent that Ahold Delhaize USA can tap from within.
“Roger is the right person to propel the Stop & Shop brand forward,” said J. J. Fleeman, CEO of Ahold Delhaize USA, whose other grocery store banners include Food Lion and Giant.
Before joining Stop & Shop, Reid spent six years at the helm of Ahold’s Giant Foods banner.
Wheeler expressed excitement as he prepared for the new role.
“Together, we will grow the Stop & Shop business, be a top employer in our markets, and create great experiences for our associates,” Wheeler said in a released statement.
Significance for Stop & Shop
Gordon Reid, outgoing brand president at Stop & Shop | Image credit: Ahold Delhaize USA
Despite Wheeler coming from within the company, marketing consultant Jorge Argota says the change at the top represents a big directional change.
“It represents a major course change for the company,” Argota said. “The adjustment is arriving as the grocery retailer faces heavy competition in the Northeast market, and at a time when some established CEOs are taking notice.”
Argota explained that Wheeler’s supply chain management and commercial operations background makes him well-situated to tackle issues that have plagued the chain.
“One unique perspective he brings is that he is a Massachusetts native and longtime customer — potentially helping the brand get back in touch with its local roots,” he noted. “As someone who has been in the grocery business for his entire career, Wheeler’s local knowledge and specialty in operations that can drive efficiencies might be just what Stop & Shop needs to get its share of the market back.”
Stop & Shop’s market position
According to data from Placer.ai, Stop & Shop is the most popular grocery chain in the New England region. It owns the top spot in:
- Connecticut (local shoppers visited the chain 37% of the time)
- Massachusetts (25%)
- Rhode Island (45%)
Stop & Shop has shown signs of struggle. However, it has closed some underperforming stores in the past year while remodeling others to lure consumers back.
Argota says that to maintain its market position, Stop & Shop must enhance its digital presence.
“The grocery industry is at a tipping point where new breeds of technologically savvy entrepreneurs are questioning the traditional formats,” he stated. “Whether Stop & Shop rises out of the ashes or falls into them will be decided when it comes to blending in-store experiences and digital convenience, all while keeping the community storefront connection strong.”
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