PHILADELPHIA, PA - Just announced reports are suggesting that retail giant Ahold Delhaize may be scaling back its small- and urban-format banner Bfresh in favor of a reevaluated strategy. According to Philly.com, Ahold Delhaize is suspending plans for three Philadelphia-area Bfresh stores, as well as shuttering its small-format Everything Fresh store that had been in operation since 2014.

“The decision to close the Everything Fresh store was a difficult one, but the location was always considered a learning lab and we intend to use those learnings going forward,” Sr. Director of External Communications and Public Affairs Chris Brand told Philly.com in an email statement on Monday.

Citing two people with knowledge of the company’s plans, who wish to remain unnamed, Philly.com said the retailer will still be experimenting with the already-purchased Philadelphia real estate, but is “rethinking its concept for those locations.” Prior to the announcement, Ahold Delhaize had planned to open a Bfresh store in three separate locations in Philadelphia. When asked for comment, Brand said options for those sites are “being evaluated.”

Also this week, the retailer is shuttering a Bfresh store in Brighton, MA—one of three Boston-area locations, according to WCVB-5. The source reported that another Ahold Delhaize banner, Stop & Shop, will be integrating Bfresh markets into their brand.

“As part of our brand-centric strategy, Stop & Shop plans to develop new, small store format opportunities,” Mark McGowan, Stop & Shop President, commented in the report. “Fresh Formats was specifically created to develop and test format opportunities to understand what works and what doesn’t work in urban and other small store locations.

Will Ahold Delhaize continue to usher in its small-format plans under the more-established Stop & Shop brand, or try its hand with Bfresh in a new location? As more information filters out, AndNowUKnow will report.

Ahold Delhaize