CARLISLE, Pa. — Nicholas Bertram, president of GIANT Food Stores, joined store manager Tim Dinsmore and other dignitaries for a ribbon-cutting ceremony on Friday to commemorate a milestone for the company’s digital grocery service.

GIANT president Nick Bertram was joined by associates at a ribbon cutting for the 100th store offering GIANT DIRECT service

With the ceremony at a GIANT store here, the GIANT DIRECT, Powered by Peapod, service is now available at 100 stores in four states.

“As our customers become more and more interested in ordering groceries online, it’s critical that we offer a solution that exceeds expectations, and GIANT DIRECT is that solution,” Bertram said. “Not only does GIANT DIRECT allows us to meet the needs of our customer through a simple, easy-to-use and personalized digital experience, it positions us for future success in the ever-growing digital landscape.”

The supermarket operator introduced GIANT DIRECT, powered by Peapod, earlier this year in order to accelerate the company’s e-commerce strategy. In February, it opened a 38,000-square-foot e-commerce hub in Lancaster, Pa., to serve as a central shipping location for online delivery orders in the region. The hub also serves as a pickup location for customers who have purchased their groceries online. Additionally, shoppers can go to the hub and use iPads to order and pay for their groceries.

GIANT DIRECT combines the assortments and services customers can expect from GIANT and MARTIN’s stores with the technology of its Peapod delivery experience, the company said. By linking their Bonus Card, customers earn Gas Extra Rewards on qualifying purchases and can redeem their digital coupons to save even more on their groceries, the company said, and all orders are carefully hand-picked by associates.

“GIANT DIRECT has had fantastic feedback from customers and that’s largely due to the team of GIANT associates who’ve worked diligently to bring GIANT DIRECT to market,” added Bertram. “I’m incredibly proud of the team that has helped us reach this milestone in our e-commerce program and look forward to the continued success of GIANT DIRECT as we continue the rollout and enhance the experience.”

As the service rolls out, new customers will receive promotional offers that include free delivery or pickup for a trial period and a discount on their first order.

Through openings to date and additional locations planned for the remainder of the year, customers across 90% of the company’s footprint will have access to online grocery ordering and delivery services.

GIANT said it serves millions of families across Pennsylvania, Maryland, Virginia and West Virginia through its 180 neighborhood stores, 132 pharmacies, 102 fuel stations and its online grocery ordering and delivery services. The GIANT family of brands includes GIANT, MARTIN’S Food Markets, GIANT Heirloom Market, and GIANT DIRECT, powered by Peapod. GIANT Food Stores is a unit of Ahold Delhaize USA.